Read this Friday’s edition of the FolhaMercado newsletter (9) – 06/09/2023 – Market

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MLS + Apple + Adidas = Messi

The mission to convince Lionel Messi to play in the MLS (US soccer league) relied on the player’s willingness to live in Miami, the fact that the league has less pressure compared to Europe, but it wouldn’t be possible without one main detail: the money.

• In this field, the biggest rival came from Saudi Arabia: Al-Hilal, a club from the country, offered $400 million (R$ 1.9 billion) per year for the Argentine star.

The explanation for how Inter Miami, David Beckham’s team, managed to guarantee the star for ten times less (US$ 40 million, or R$ 196 million a year) goes through two giants: Apple and Adidas.

Apple paid last year $2.5 billion (R$12.2 billion) for the MLS broadcast rights for ten years.

• The agreement foresees that around 60% of the games will be exclusive to MLS Season Pass subscribers, Apple’s additional streaming service.

• The Argentine star will earn a commission on new subscribers to this package, both in the US and abroad.

• In Brazil, it costs R$34.90 per month (or R$199 per season) for those who already have Apple TV+ and R$39.90 (R$249 per season) for non-subscribers.

Adidas supplies MLS sporting goods and sponsors Messi, with whom it signed a lifetime sponsorship agreement in 2017.

• The Argentine will also have a percentage of the proceeds from the sale of American football league jerseys.

More money than in Brazil: although the MLS lags far behind other American leagues in terms of viewership and revenue, soccer clubs generate more money than Brazilian ones.

• The Brasileirão teams totaled R$ 7.5 billion in the period.

The only segment in which Brazil is still ahead is television revenue, something that MLS wants to change precisely with the arrival of Messi.

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Decolar will also have a shop on the ground

Argentine Desapegar, owner of the Decolar platform, is expected to expand its operations from digital to physical stores later this year.

• The company has already experimented with the strategy based on acquisitions in Latin America and now it should take it to Argentina and Brazil, where São Paulo and Rio de Janeiro will be a priority.

Which explains: the company has racked up a string of smaller startup acquisitions in recent years.

In Brazilwent to fintech Koin for $4 millionthe online agency ViajaNet, by $15 millionand also Stays.net, of digital channels in the vacation rental market, which cost US$ 3 million by 50%.

Desapegar also added the Best Day tourism group and its 120 points of sale in Mexico to its portfolio, in addition to Viajes Falabella, with 81 establishments spread across Chile, Peru and Colombia.

It was based on these physical store experiences that the company decided that the time had come to operate in person in its country of origin and in the Brazilian market – the largest next to Mexico.