The “Messi effect” continues to reverberate throughout Major League Soccer (MLS). Lionel Messi‘s unexpected absence from Inter Miami’s match against Houston Dynamo has resulted in an unusual turn of events, forcing the Texan club to issue a public apology and offer free tickets to future games.
The situation highlights the significant impact of Messi’s presence and the challenges faced by MLS clubs in managing expectations and marketing strategies centered around the global superstar.
Houston Dynamo‘s marketing campaign for their match against Inter Miami heavily featured Lionel Messi, aiming to attract a large crowd to Shell Energy Stadium. The club even shared a social media post highlighting a player’s Messi tattoo, further emphasizing Messi’s presence as a key draw.
This strategy, however, backfired spectacularly when Inter Miami manager Javier Mascherano decided to rest Messi for the game. This miscalculation ultimately led to widespread disappointment amongst fans and highlighted a significant dependence on Messi’s star power.
The missed communication and public apology
The Houston Dynamo’s reliance on the MLS’s official “player status report,” which didn’t list Messi as an absentee, compounded their error. This report, typically used to inform teams of player absences due to injury or suspension, didn’t include Messi’s planned rest.
The assumption that Messi would play led to a significant miscalculation in the club’s marketing and communication strategies. The realization of Messi’s absence resulted in the Houston Dynamo issuing a public apology on social media, explaining the situation to frustrated fans.
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Lionel Messi does not travel with the team: Projected lineup for Inter Miami vs. Houston Dynamo
In addition to the apology, Houston Dynamo announced they would provide free tickets to future games to compensate for the disappointment caused by Messi’s absence. This gesture attempted to mitigate the negative impact of the situation and maintain a positive relationship with their fanbase. However, the response on social media was mixed, with many fans expressing criticism of both the club’s handling of the situation and the broader reliance on a single player to generate interest.
