Lionel Messi's move to Inter Miami has led to an "unprecedented" issue for kit suppliers Adidas.
Messi has signed a two-and-a-half year contract with Inter and is expected to earn around $50 million annually, with sponsorship fees on top.
The 36-year-old marked his eagerly anticipated Herons debut with a stunning 94th minute free-kick winner in the Leagues Cup against Cruz Azul on Friday.
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Some tickets for the fixture we going for $100,000 such was the insane demand to see Messi strut his stuff live in the flesh.
Celebrities like LeBron James, Kim Kardashian and Serena Williams were all in attendance for the historic event.
'Messi Mania' has well and truly taken over and it's caused both a major plus and problem at the same time for Adidas.
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Adidas are the official manufacturers for all 29 teams in the MLS after signing a lucrative $830 million (£645 million) deal until 2030.
But the clamour for an Inter Miami Messi shirt with No.10 is "unprecedented" according to Front Office Sports and Adidas have had an incredible volume of orders come through.
On Adidas' website, you cannot outright purchase Messi's jersey, whether home or away. Instead, the product, which is £85 for the standard version and £120 for the authentic kind, is listed as "coming soon" and only pre-orders are available.
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It's said there's a backlog of orders and fans might have to want until mid-October to get their hands on the shirt.
Billy Lalor, senior director of merchandising at Sports Endeavors, claims the Messi effect means Adidas must meet demand that is 25 times greater than it was previously.
Normally it would take six months to manufacture the product and make it available but with the orders and are working tirelessly to do it in three.
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An Adidas spokesperson commented: "The demand for Messi’s Miami jersey has been truly unprecedented. We’re working as quickly as possible to ensure that every fan who wants a jersey can get one online or at one of our stores.”
It's good news for Messi though. The 36-year-old, who has a lifetime deal with Adidas, will get a healthy cut of merchandise profits due to a smart clause inserted in his contract.
Topics: Lionel Messi, Inter Miami, Adidas
Josh Lawless