Soccer legend Lionel Messi begins his run today with the Miami Football Club, an expansion team in Major League Soccer (MLS). This groundbreaking deal sent shock waves throughout the international football world and has taken to another level David Beckham's signing with the LA Galaxy at a time when it seemed unthinkable for a global soccer star to play in the MLS.

I have written previously about the increased power and influence of star athletes as a media company and production vehicle and now we are seeing it play out in the world of soccer. This power has evolved since Beckham’s playing days and Messi has taken advantage of every aspect of his capability to influence fan engagement and content creation. Messi’s signing touched off a leap in ticket and suite sales, sponsorship sales and merchandise. It also sparked an exponential increase in the value of the content created around Messi’s participation both on and off the pitch. This is reflected in the deal with Apple AAPL , the new broadcast partner of MLS. Not only are the live broadcasts increasingly more valuable to broadcast partners, but there is great interest in shoulder programming as a result of the intense interest that Messi has generated. The excitement and increase in fandom created by Formula 1’s “Drive To Survive” is an indication of how such content can supercharge interest in a sport and its personalities.

However, the inspiration for this deal can be traced back to Beckham. The iconic English midfielder left an indelible mark on the sport of soccer. Throughout his illustrious career, he showcased extraordinary talent, incredible vision, and the ability to transcend the sport, becoming a global brand and cultural icon. Through his own talent, IP, and unquestionable value added to any program, he was able to sign a groundbreaking deal during 2007 which changed not only the rate for which star talent could be secured, but also the method that could be implemented in the deal.

In what is now known as the ‘Beckham Rule’, MLS teams are able to recruit star players with approved spends above their salary cap limits as long as the player is deemed a ‘Designated Player’, which not only paved the way for Beckham and Messi’s respective deals, but also for players like Didier Drogba, Thierry Henry, Kaká, and many more. It also paved the way for Beckham to have the right to purchase an expansion franchise.

In 2014, Beckham announced his intention to launch an MLS franchise in Miami, recognizing the untapped potential of the American soccer market and the passion for the sport among the city's diverse population, as well as his own power as an athlete with unlimited media potential even after his athletic career has wrapped. Beckham's vision to establish a world-class soccer team in Miami paved the way for countless opportunities. His reputation and influence helped garner support from investors and key stakeholders, and he tirelessly advocated for the development of a state-of-the-art stadium to house the future team. Beyond his playing days, Beckham leveraged his celebrity status and business acumen to set the stage for what would eventually become the Miami Football Club. The groundwork laid by Beckham not only captured the attention of fans but also attracted high-profile investors and endorsements, ensuring the team's financial stability and long-term success.

Beckham's success with the Miami project's proved to be irresistible for Messi, the Argentine superstar. Messi witnessed Beckham's vision unfold, and he was undoubtedly drawn to the prospect of being part of an ambitious and aspiring franchise in the MLS. His arrival in Miami will undoubtedly have far-reaching implications for American soccer. It will raise the profile of MLS on an international scale, potentially enticing more high-profile players to make the leap to the United States. The league's competitiveness will be enhanced, as Messi's unmatched skill and experience will push other players to raise their game, resulting in a positive impact on the overall level of play.

In any event, it will be interesting to see how all this unfolds. But no matter, Messi has cause quite a stir in the sports world and rolled out a new model for elite athletes to follow.