Canadian clubs talk 'Messi effect' as Inter Miami's superstar grabs headlines

Lionel Messi joined Major League Soccer club Inter Miami in July, and the results have been near-instant.

His club won the reformatted Leagues Cup competition, which features teams from Mexico's LigaMX and MLS, with the Argentine scoring 10 goals along the way.

He's also been heavily featured in advertising since his arrival, both by the league and its broadcast partners.

Canadian Major League Soccer clubs are sharing the benefits, and drawbacks, of having one of the world's greatest players join the league when it comes to marketing and preparing to play against him.

Messi's signing, Vancouver Whitecaps sporting director Axel Schuster said, represents a chance for the league to better market itself.

"There's zero frustration," he said about whether Messi's signing had taken away from the work other clubs do in the league. "I think all the stories around Messi are a door opener for us to deliver additional content from around the league."

Seven games into his <a href="https://twitter.com/InterMiamiCF?ref_src=twsrc%5Etfw">@InterMiamiCF</a> career &amp; already lifting trophies...<br><br>All the moments from a magical night for Leo Messi. ✨ <a href="https://t.co/nweCDjiKy8">pic.twitter.com/nweCDjiKy8</a>

Messi's signing and Leagues Cup exploits made headlines and he has been heavily promoted by Apple TV — Major League Soccer's broadcasting partner.

Many of their ads for the league feature photos or clips of the Argentine in action.

"Messi coming to MLS has had tremendous impact on the league and the interest in the league and I think the valuation of the of the teams affiliated with the league," said Cheri Bradish, the director of the Future of Sport Lab and Sport Initiatives at Toronto Metropolitan University.

But, she