Commentary: Hong Kong’s Messi backlash says more about digital fandom than football

TOKYO: Of the many short videos that have spooled across social media since the debacle in Hong Kong on Sunday (Feb 4), the finest captures an enraged spectator kicking Lionel Messi’s head clean off his neck.

The savagery - unleashed after an injured Messi failed to play in a showcase match on the island - was inflicted on a life-sized cut-out of the eight-time Ballon d’Or-winning superstar, which stood outside the Hong Kong Stadium. The Argentine striker’s four cardboard compadres, teammates from the Inter Miami pantheon, remained unharmed.

The fact that this moment was filmed, posted and has since gone viral is not incidental to the mass disappointment and madness that has ballooned from Messi’s no-show, but germane. 

Hong Kong, already smarting at the idea that its venues are being left out by entertainment megastars, felt slighted and swindled: Messi did not even give them a speech to record on their phones and offset the disappointment.

Inevitably, perhaps, the accusatory, conspiracy-seeking rage has turned political. It is sure to spiral further after Messi played in Tokyo on Wednesday night on Inter Miami’s continuing pre-season tour.

To make matters more painful still, just as Messi was gracing the turf of Tokyo’s National Stadium, Taylor Swift, whose tour has pointedly not included Hong Kong, was starting a four-concert run at the Tokyo Dome.

The problem is of its time. Hongkongers had paid to watch a footballer, but unfortunately only got a football match.

The discrepancy hinges on how audiences define beauty, as the beautiful game jostles for position against other entertainment. The definition is particularly important as football seeks new fans among generations used to consuming entertainment in