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Messi Mania hits Miami and LA

Caroline Wu
Sep 8, 2023
Messi Mania hits Miami and LA

Lionel Messi’s debut with Inter Miami on Jul. 21 kicked off a string of higher attendance at DRV PNK Stadium as people turned out in droves to see their Argentinean idol, electrifying American soccer.  His visit to Southern California was also one of the higher-attended soccer matches at BMO Stadium, only outstripped by concerts such as Fuerza Regida on Jul. 15, and HARD summer the weekend of Aug. 5-6.

These stadiums have become particularly star-studded with Messi’s much-heralded arrival in the states. The Sep. 3 matchup between Inter Miami and LAFC included celebrities in attendance like Leonardo DiCaprio, Selena Gomez, Will Farrell, Owen Wilson, and Prince Harry.  But are those the celebrities that people in the trade area of these two stadiums follow and perhaps are hoping to see in the stands? Followgraph is Placer's new social media analytics dataset revealing consumer interests based on the brands and topics they follow online.  It’s a veritable goldmine of information that can help marketers identify partnerships and advertising opportunities spanning beauty, sports, food and beverage preferences to hobbies and media channels. For BMO Stadium, top actors that over-index for followership include Issa Rae, Jonah Hill, and Kumail Nanjiani. Seems like Angelenos like actors with a good sense of humor.

BMO Celebrities

When it comes to athletes, Los Angeles fandom is tops for Cristiano Ronaldo, Colin Kaepernick, and Magic Johnson.

BMO Athletes

Miamians most over-index for following Sofia Vergara, Jonah Hill, and Gabrielle Union. From this, we see that Jonah Hill is a hit on both coasts among the soccer-loving crowd.

DRV Celebrities

Among athletes, Dwyane Wade is hot.  Cristiano Ronaldo is the top footballer, but we wouldn’t be surprised to see Messi soon overtake this chart as a local hero. We’ll check back in a few weeks.

DRV Athletes

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Caroline Wu

Director of Research,

Caroline brings expertise in retail, CRE, entertainment, media, CPG, and tourism, and specializes in synthesizing broad datasets into actionable recommendations for growth. She has worked as the US Director of Consumer Insights at Unibail-Rodamco-Westfield, VP of Retail Insights and Intelligence at Omnicom, and Senior Director at Kantar. Caroline holds an MA in Sociology from Stanford University and a BA in International Relations from Stanford University.

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