In the context of discussions, it's suggested that Thomas Mueller and Son Heung-Min might consider joining Major League Soccer (MLS), disregarding the 'Messi Effect' as a factor in their decision.
In the realm of American football, two iconic figures have left indelible marks on the sport of soccer - Pelé and Lionel Messi. Both players, in their respective eras, have brought global attention, popularity, and growth to the game in the United States.
Pelé's tenure with the New York Cosmos in the North American Soccer League (NASL) was transformative. His presence, alongside other legendary players like Franz Beckenbauer, turned the Cosmos into a powerhouse and helped the NASL gain significant popularity in the 1970s and early 1980s, culminating in five Soccer Bowl titles and making the Cosmos the league's most decorated team [1][3]. Pelé's final competitive game in 1977 with the Cosmos symbolized a peak moment for the NASL and American soccer.
Fast forward to the present day, and Messi is the most important signing in MLS history, with only two players during the entire lifespan of the league having as lofty a reputation in the global game - Messi and Cristiano Ronaldo [2]. The arrival of Messi in MLS has been compared to Pelé's tenure with the New York Cosmos, with many believing that his presence will elevate the league's international stature, increase fan engagement, and spur further investment.
However, the influence of Pelé and the Cosmos era can also be linked to the potential "post-Messi era" of Major League Soccer (MLS). Both represent times when global soccer icons boost American soccer’s visibility, popularity, and growth. Yet, the challenge in both eras is sustaining momentum beyond the star presence. The NASL eventually folded despite the Cosmos’ success, paralleling concerns about how MLS will maintain growth after Messi departs.
Recently, the Cosmos brand has been revived in lower divisions (USL League One starting 2026) to recapture some of that nostalgic magic and foster local talent development. However, the modern Cosmos struggled with financial and legal issues in the 2010s NASL, showing that nostalgia alone cannot guarantee success [1][2]. Similarly, the MLS’s post-Messi era will rely on building sustainable club and league development, cultivating local stars, and expanding the fanbase rather than just depending on marquee international signings.
In addition to Messi, other European stars have also joined MLS in the last 20 years, including Gareth Bale, David Beckham, Roberto Donadoni, Didier Drogba, Steven Gerrard, Olivier Giroud, Thierry Henry, Gonzalo Higuain, Zlatan Ibrahimovic, Lorenzo Insigne, Kaka, Robbie Keane, Frank Lampard, Lothar Mattheus, Blaise Matuidi, Nani, Marco Reus, Wayne Rooney, Bastian Schweinsteiger, Xherdan Shaqiri, and David Villa [2]. The additions of Thomas Müller and Son Heung-Min were seen as rescuing a potentially disappointing transfer window, as Kevin de Bruyne, Antoine Griezmann, and Paul Pogba chose other options. Thomas Müller has reportedly agreed to join the Vancouver Whitecaps in MLS, while Son Heung-Min is close to a deal to join LAFC in MLS.
The reaction to the signings of Müller and Son suggests that MLS is going about business as usual, which may result in a regression of standards and expectations when the Messi era comes to an end. However, some MLS fan circles believe that Messi's presence in the league is drawing other stars to join, but a review of MLS history prior to Messi suggests this notion is absurd [2].
In conclusion, the impact of global superstars on American soccer is undeniable. The legacy of Pelé and the New York Cosmos serves as an important historical blueprint for the MLS in the post-Messi future. While Messi's tenure in the MLS is expected to elevate the league's international stature, the key to long-term success lies in building sustainable club and league development, cultivating local stars, and expanding the fanbase.
[1] https://www.nytimes.com/2022/01/01/sports/soccer/pelé-new-york-cosmos.html [2] https://www.espn.com/soccer/major-league-soccer/story/4639183/mls-attracting-big-names-but-is-it-sustainable [3] https://www.si.com/soccer/2019/11/06/pel-e-new-york-cosmos-nasl-soccer-bowl-champions-history
Sports, such as football, have seen European-league stars, including Messi, Thomas Müller, and Son Heung-Min, make their mark in the Major League Soccer (MLS). The presence of these players, like Messi who is the most important signing in MLS history, is not only elevating the league's international stature but also increasingly fan engagement. However, the long-term success of the MLS after the departure of such stars relies on building sustainable club and league development, cultivating local stars, and expanding the fanbase, as seen in the historical example of the New York Cosmos in the European-leagues.
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