Apple’s belligerently dull Messi doc shows football’s change from sport to content | Aaron Timms

The new series was billed as a documentary event'. The reality is something more tedious that points to sport's transformation into a media asset

Well, this wasn't quite how things were supposed to go.

Lionel Messi arrived in America three months ago preceded by a freight train of expectations. His impact was immediate. A perfect free kick to win the game in the final seconds of his first match. A blitz of goals in the weeks that followed, including a strike in the Leagues Cup final that had all the skipping, curling, edge-of-the-box razzle-dazzle of the master in his Barcelona pomp. Inter Miami's first-ever trophy. A charge up the league table as he led his club, languishing at the foot of the MLS Eastern Conference when he got to Miami, in the race to secure a playoff berth. For those few, spacey weeks in late summer, as celebrities gawped and seal clapped from the stands while Messi merrily shredded the best defenses in America, it really did feel like soccer in this country would forever be divided, as Sergio Aguero suggested, into two eras: Before Messi and After Messi.