 And that's appealing to broadcast partners, corporate sponsors. Also appealing... A gentleman by the name of Lionel Messi. The Argentine superstar joined Miami's MLS club last year. The team's value jumped some 70% to more than a billion dollars. League-wide, ticket sales have hit record highs. Kareem Ray is CEO of One Soccer Nation, a talent scouting group. And he says as good as Messi's been for the soccer business... The 2026 World Cup is 100 times that.