Lionel Messi’s move to Inter Miami, alongside Cristiano Ronaldo’s influence at Al-Nassr, illustrates how football supporters increasingly follow individual stars as much as – or sometimes more than – traditional clubs. The trend matters because it is reshaping merchandising, ticket demand and online audiences, with a player’s transfer capable of moving fan attention and spending across leagues and countries.

Brand strategist James Kirkham says gaming, social media, YouTube and trading cards have made younger fans less territorially loyal and more knowledgeable about players worldwide. A study by Engage and MTM found that 80% of global supporters also follow a second team, often chosen through its players, story, values or kit; for some fans, support follows the individual rather than the institution.