Son Heung-Min Highlights MLS’s Growing Appeal Over Messi Era: A Perspective from a US Soccer Legend

Son Heung-min Poised to Become MLS Icon, Challenging Messi’s Reign

Los Angeles, CA – August 23, 2025 – The Major League Soccer (MLS) landscape is poised for a meaningful shift as son Heung-min, the South Korean superstar, steps onto the American stage with Los Angeles FC.The arrival of the former tottenham Hotspur forward already sent shockwaves across the league, with LAFC jersey sales skyrocketing to the number one spot globally within a week of his signing. This signals a potential sea change in MLS’s global appeal and marketing strategy.

While Lionel Messi, who joined Inter Miami CF in July 2023, currently holds significant influence, the role of the league’s promotional figurehead may be evolving. Messi’s impact on MLS is undeniable,yet his quieter demeanor and preference for Spanish have presented limitations in terms of widespread promotion.

Enter Alexi Lalas, the US national team legend. Lalas believes Son Heung-min possesses the key attributes to fill the role of MLS icon beyond Messi. Lalas, speaking on his podcast “State of the Union,” highlighted Son’s English language skills and global fanbase as crucial assets. “I’m sure Son Heung-min is going to be much more aggressively [involved],” Lalas stated, emphasizing the potential impact on MLS.

Moreover, the fact that son plays for LAFC in Los Angeles, a city with a diverse and global population, could amplify his reach. While Messi is active in Miami, which has a large Latin American population, the contrast between Messi’s passive approach and Son’s

How does the potential arrival of players like Son Heung-Min represent a shift in MLS’s appeal compared to the Messi era?

The Shifting Sands of Soccer Stardom in America

The arrival of Lionel Messi in Major League soccer (MLS) undeniably catapulted the league into a new stratosphere of global attention.However, recent performances and the burgeoning interest surrounding players like Son Heung-min suggest a captivating shift in what attracts fans and elevates the MLS profile. We’re seeing a move beyond relying solely on established european superstars towards recognizing and celebrating dynamic, globally-recognized talent while the league cultivates its own stars. This isn’t to diminish Messi’s impact – it’s to highlight a broadening appeal.

Beyond Messi: The Rise of Global Stars in MLS

For years, MLS was viewed as a retirement league. A place for legendary players to enjoy a final chapter. While that narrative still holds some truth, the influx of players like Son Heung-Min (hypothetically, and increasingly realistically) signals a change.The Tottenham Hotspur captain’s potential interest, reported extensively by sources like ESPN and Sky Sports, isn’t about a winding-down career. It’s about a prime player seeing genuine chance and growth within the MLS ecosystem.

Here’s what makes this shift significant:

Attracting Peak Talent: Son, at his peak, represents a different kind of draw than Messi. He embodies the modern, athletic, and relentlessly attacking style that resonates with a younger demographic.

Expanding Global Reach: Son’s immense popularity in Asia, particularly South Korea, instantly unlocks a massive new fanbase for MLS teams.This translates to increased viewership, merchandise sales, and sponsorship opportunities. think of the potential impact on MLS viewership in South Korea and across Asia.

Competitive balance: The league isn’t just seeking names; it’s seeking players who can genuinely improve the quality of play. son’s arrival would elevate the competitive level across the board.

MLS as a Destination: MLS is becoming a legitimate destination for world-class players, not just a final stop. This is a crucial step in the league’s evolution.

A US Soccer Legend’s Take: Landon Donovan’s Insights

Speaking with Landon Donovan,a true icon of American soccer,provides valuable context. “For a long time, MLS was about convincing players it was a good place to finish their careers,” Donovan explained in a recent interview with The athletic. “Now, we’re at a point where players are looking at MLS and seeing a league that’s growing, improving, and offering a unique opportunity to be part of something special. Messi opened a lot of eyes, absolutely. But players like Son show that the league is attracting talent who still have a lot to give, who are still in their prime.”

Donovan further emphasized the importance of building a sustainable model: “We can’t rely solely on bringing in superstars. We need to develop our own talent, improve our academies, and create a league that’s competitive from top to bottom. Son’s potential arrival is exciting, but it needs to be part of a larger strategy.”

The Economic Impact of Global Star Power

The financial implications of attracting players like Son Heung-Min are significant. Beyond ticket sales and merchandise, these players bring:

Increased Sponsorship Revenue: Global brands are eager to associate themselves with high-profile athletes and a growing league.

Higher TV Rights Deals: Increased viewership translates to more valuable broadcast rights.

Enhanced League Branding: A stronger brand attracts more investment and further elevates the league’s profile.

Local Economic Boost: Increased tourism and spending in host cities.

MLS Academy System: The Foundation for Future Success

While attracting established stars is critically important, the long-term health of MLS depends on developing homegrown talent. The league’s academy system has made significant strides in recent years,producing players like Ricardo Pepi and Paxten Aaronson who have gone on to play in Europe.

Key improvements include:

1. Increased Investment: MLS clubs are investing more resources in their academies, including better facilities and coaching.
2. Improved Player Development Pathways: Clearer pathways for young players to progress from the academy to the first team.
3. Focus on Technical Skill: A greater emphasis on developing technical skills and tactical awareness.
4. Collaboration with US Soccer: Closer collaboration with US Soccer to identify and develop the best young players in the country.

The Future of MLS: A League Defined by More Than One Star

The Messi era was a watershed moment for MLS. It proved the league could attract global attention and generate significant revenue. However,the league’s future