Something special is happening in Miami. The GOAT, Lionel Messi, has been scoring goals in bunches since joining MLS side Inter Miami, and is attracting a huge local and international audience. Meanwhile, owner David Beckham and his celebrity friends have also added to the intrigue. What impact are celebrity culture and the "Messi effect" having on this league and team? Do European leagues need to be taking notes from their playbook? Also, we discuss whether MLS can make the football interest sustainable in a country dominated by American football, basketball and baseball enthusiasm.