The Business of Fandom: From Inter Miami's Pink Jerseys to Tudor's Iconic Watches
- Raffles Jakarta
- Oct 2, 2025
- 3 min read
Updated: Nov 24, 2025
Football has transcended its role as a mere game. It has evolved into a global marketing powerhouse, where teams, players, and even colors generate billions of dollars. Football teams now stand as brands as potent as Apple, Nike, and Louis Vuitton. For instance, Real Madrid's collaboration with Emirates and FC Barcelona's historic partnership with Spotify are a testament to this. However, a recent standout example is Inter Miami CF, which experienced a significant boost from Lionel Messi's arrival.
The Messi Effect: When a Player Becomes a Global Marketing Campaign
When Messi joined Inter Miami in 2023, the world didn't just witness a transfer; it saw the birth of a new era in sports marketing.
• Ticket Sales: All of the matches sold out in a few hours.
• Growth on Social Media: Inter Miami's Instagram followers went from 1 million to more than 15 million in just a few weeks.
• Sponsorships: Companies like Adidas, Apple, and Royal Caribbean wanted to be a part of Messi's new American chapter. This wasn't just soccer. One superstar led the way in changing the business.
The Pink Power Inter Miami's Smart Marketing
Inter Miami's choice of colors set it apart from other teams, such as Real Madrid's white, Barcelona's blue and red, or Juventus' black and white stripes. Instead, the team opted for pink, a color rarely seen in men's professional football, adding a unique twist to their marketing strategy.
• Psychological Effect: Pink shows hope, energy, and Miami's lively way of life.
• Cultural Connection: The color links the club to Miami's art deco past and Latin-American style.
• Sales of Merchandise: The pink jersey quickly became one of the best-selling shirts in football, competing with the biggest teams in Europe.
The Tudor Pink Dial: From the Field to the High Life
The color had an effect that went beyond the pitch. Tudor, a Swiss luxury watchmaker and sister brand of Rolex, worked with Inter Miami to make the Black Bay Chrono "Pink" edition. The watch quickly became a collector's item. Its ties to Messi and Inter Miami's identity turned it from a fashion statement into a cultural symbol.
Tudor ambassadors, such as David Beckham, who is also a co-owner of Inter Miami, helped spread the word. This is an excellent example of 'color marketing' in action: the strategic use of a football club's jersey color to influence the sales of a luxury item on a global scale. The choice of pink for Inter Miami's jersey not only resonated with the team's cultural and geographical context but also had a profound impact on the sales of the Tudor 'Pink' edition watch.
What Other Clubs Have Taught Us
Manchester United x Adidas: The famous red that stands for anger and passion.
Real Madrid x Emirates: White purity, which is linked to prestige and global power.
Juventus x Jeep: A mix of black-and-white tradition and sleek car branding.
Paris Saint-Germain x Jordan Brand: Streetwear crossovers creating hype culture beyond football.
Yet, Inter Miami shows how a bold color choice, coupled with the star power of Messi, can rewrite the playbook of sports marketing.
At Raffles Jakarta, our Business Management program prepares students to analyze and implement such innovative strategies, from brand collaborations to color psychology.
Check our Business Programs here.
Arman POUREISA
Marketing Manager
Business Management Lecturer
Raffles Jakarta
References
BBC Sport. (2023, July 22). Lionel Messi makes Inter Miami debut as ticket sales soar. BBC. https://www.bbc.com/sport
Business of Fashion. (2024, October 18). From pink jerseys to luxury watches: How Inter Miami redefined sports branding. Business of Fashion. https://www.businessoffashion.com
Forbes. (2023, August 14). How Messi’s move to Inter Miami transformed the club’s global presence. Forbes. https://www.forbes.com
Guardian. (2024, March 3). Inter Miami’s marketing machine: The Messi effect explained. The Guardian. https://www.theguardian.com
Hypebeast. (2024, April 11). David Beckham’s Inter Miami partners with Tudor for Black Bay Chronograph limited edition. Hypebeast. https://hypebeast.com/2024/4/david-beckham-inter-miami-tudor-official-timekeeper-black-bay-chronograph-limited-edition-release
Inter Miami CF. (2024, February 15). The promise evolves: Inter Miami CF academy unveils Messi-branded jersey. Inter Miami CF. https://www.intermiamicf.com/news/the-promise-evolves-inter-miami-cf-academy-unveils-messi-branded-jersey
Tudor. (2023, September 10). Tudor Black Bay Chrono Pink Edition. Tudor Watches. https://www.tudorwatch.com
Vogue Business. (2024, November 11). Color psychology in fashion and sport: Why pink sells. Vogue Business. https://www.voguebusiness.com
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