Major League Soccer (MLS) and the Vancouver Whitecaps agreed to pay $347,000 following a lawsuit tied to Lionel Messi’s failure to appear at a 2024 regular-season match in Vancouver. The controversy arose after Messi was prominently featured in promotional materials for the Inter Miami visit, leading to accusations of misleading advertising and false expectations.
High Expectations Fueled by Promotional Campaign Featuring Messi
During Messi’s first full season in the MLS, both the Whitecaps and the league heavily promoted the game against Inter Miami in May 2024, emphasizing Messi’s presence. The advertising spotlighted the eight-time Ballon d’Or winner alongside former Barcelona teammates Luis Suarez and Sergio Busquets. The campaign enabled the Whitecaps to charge premium ticket prices, generating anticipation for a record attendance. Many fans, including one who paid $335 for a ticket on behalf of her brother traveling from Italy, purchased tickets expecting to see the stars play.
Messi and Teammates Absent Despite Extensive Marketing
Contrary to the promotions, Messi, Suarez, and Busquets were left off Inter Miami’s squad and did not travel to Vancouver for the game. The Whitecaps even issued a statement shortly before the match confirming the trio would not be making the trip. This sudden absence deeply disappointed fans who had paid inflated prices based on the advertised star power.
Civil Claim Filed by Disappointed Ticket Buyer
Following the game, a lawsuit was filed by Ho Chun, a resident of British Columbia who purchased two tickets via Ticketmaster for $404. Chun’s legal team argued that the promotional materials from the Whitecaps and MLS created the false impression that Messi and the other stars would participate, which influenced their decision to buy at significantly higher prices. The suit described the advertising across various media channels as ‘bait’ to draw fans into paying up to ten times more than usual Whitecaps home game prices.
Accusations of Misleading Advertising and Legal Arguments
The complaint accused MLS and the Whitecaps of conducting a “classic case of bait-and-switch” by announcing the trio’s absence only two days before the match. Chun sought a partial refund of the ticket cost and alleged violations of the Federal Competition Act, British Columbia’s Business Practices and Consumer Protection Act, and breach of contract between the buyer and seller.
Settlement Terms and Denial of Liability
Though the Whitecaps and MLS denied any responsibility for the no-show decision, they agreed to settle the class-action lawsuit to avoid further legal expenses. The settlement, totaling CAD $475,000 (about USD $347,000), does not admit any wrongdoing or liability. Legal fees accounted for $156,000 of the amount, with a $1,500 honorarium awarded to the representative plaintiff, leaving a significant sum to be distributed to three sports charities: KidSport BC, Canada SCORES, and BGC South Coast BC.
Changes to Ticketing Policies to Prevent Future Disputes
As part of the resolution, the Whitecaps updated their ticketing terms to clarify that player rosters and participation are subject to change, with marketing images intended solely for reference. Ticketmaster also implemented similar language on its platform. These measures aim to provide clearer expectations for buyers and reduce the risk of similar complaints going forward.
