Messi's 'deception' forces MLS to refund fans

Vancouver Whitecaps and MLS have paid a substantial settlement related to a 2024 season match after Lionel Messi failed to appear as expected.

During the first full season in MLS, Lionel Messi was heavily featured in the promotional campaigns of Vancouver Whitecaps and the league organizer ahead of the visit by Inter Miami to Vancouver in May 2024.

The use of the eight-time Ballon d'Or winner's image allowed the home team to aggressively raise ticket prices and maximize revenue for Inter Miami's match. Two former Barcelona stars and Messi's Inter Miami teammates, Luis Suarez and Sergio Busquets, also appeared in promotional materials. Organizers anticipated the match would draw a record crowd.

However, contrary to fan expectations—including one who paid $335 for a ticket and whose brother flew from Italy to attend—Messi along with the two aforementioned stars were not on Inter Miami's player roster and did not even travel with the team to Vancouver.

The Whitecaps later stated they had not received official confirmation regarding the availability of Messi, Suarez, and Busquets but understood all three would not make the trip.

According to The Athletic, Vancouver Whitecaps and MLS were sued by a British Columbia resident named Ho Chun in a civil class action. Chun stated he purchased two tickets for a total of $404. His legal counsel argued that before buying tickets, he saw promotional materials featuring images of Messi, Suarez, and Busquets, creating the impression all three would play.

The lawsuit alleged these promotional contents were widely disseminated on billboards, print media, internet, and social media platforms controlled by Whitecaps and MLS. According to the plaintiff, the stars' images were used as "bait" to sell tickets at prices up to ten times higher than typical Whitecaps home games.

Ho Chun sought partial ticket refunds (excluding other fees) and alleged violations of the federal Competition Act, the British Columbia Consumer Protection Act, and breaches of the contract between buyer and seller.

Whitecaps and MLS denied all liability and any role in the decision for Messi, Suarez, and Busquets not to play. However, according to court documents, the parties agreed to a settlement to avoid further legal costs. The settlement agreement specifies it does not constitute an admission or finding of any wrongdoing.

The settlement amount of approximately $347,000 will be distributed to three sports-related charities: KidSport BC, Canada SCORES, and BGC South Coast BC. After deducting $156,000 in legal fees and a $1,500 honorarium for the representative plaintiff, these organizations will still receive a six-figure sum for allocation.

Additionally, the settlement requires changes to ticket sale terms. Whitecaps has now added clauses stating player rosters and participation are subject to change, not guaranteed, and emphasizing that player images in promotional materials are for illustrative purposes only.