City abuzz with excitement over superstar's arrival as local businesses cash in on the fervor

A hamburger and drink combination called the Lionel Messi. A huge sketch of the soccer star's smiling face on a restaurant wall beside a viral meme from the 2022 World Cup in Qatar. A beer with a pink label matching the color of the Inter Miami jersey he will wear.

Wherever you turn in Miami these days something reminds you of the arrival of the Argentine soccer legend.

There is no hiding the euphoria generated by Messi in Miami as he begins the new Major League Soccer phase of his career in one of the most Latino cities in the United States. But his arrival is also bringing a note of sadness as fans know that at age 36 he is nearing the end of his career.

Messi announced on June 7 that he will play for Inter Miami in a move that is expected to revitalize soccer in the United States and South Florida with one of the sporting world's best-known figures. More than 100,000 Argentines live in Miami, which will host World Cup matches in 2026.

The seven-time winner of the Ballon d'Or, the soccer world's most prestigious individual award, is coming off two years with Paris Saint-Germain and is expected to make his Inter Miami debut against Mexican team Cruz Azul on July 21.

In a career spanning more than 17 years with his country's national team, Messi has scored more than 100 goals, including two against France in the 2022 World Cup final, which Argentina won on penalties.

"I love that he's in Miami because my children will be able to experience him like I experienced (fellow Argentina soccer star Diego) Maradona," said Maximiliano Alvarez, one of the owners of the Fiorito restaurant, where a wall has a giant mural of Messi. "It also makes me sad, nostalgic, because it looks like it is the beginning of his retirement."

"Coming to this league is not the same as playing in the European league," said the Argentine businessman.