From free tickets to see superstar Lionel Messi to synchronized LED bracelets, billionaire Joe Mansueto is pulling all the stops to boost his struggling, multimillion-dollar bet on Chicago soccer.
Mansueto’s Major League Soccer team, the Chicago Fire, is counting on an upcoming match against Messi’s Inter Miami to help break with years of stagnant valuations for the club and some of the lowest attendance rates in the US league.
To squeeze more recurring revenue out of the one-time match, anyone who purchases a season pass for next year — or splurges as much as $50,000 a year for a suite — gets free tickets to the Messi game, according to Baldwin. The bundles show how MLS teams are cashing in on the super-sized boost that Messi has provided since joining the US professional league in July. His tour around the country has seen prices skyrocket for matches in Dallas, New York, and elsewhere — with some selling out in minutes. The rising revenue could help owners by pushing more MLS club valuations past the $1 billion mark, MLS Commissioner Don Garber said in July.
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