Messi in America

The Messi Chicken Sandwich

Hard Rock Cafe introduced a Milanese-style chicken sandwich inspired by Messi to celebrate his signing with Inter Miami. The ad features Messi as the brand ambassador welcoming fans to his new chapter in MLS.

The Messi Effect — MLS Season Pass

Apple TV capitalized on the Messi mania sweeping America with a promo for MLS Season Pass. Subscriptions more than doubled after Messi joined Inter Miami, and the campaign highlighted the global phenomenon arriving in MLS.

eFootball 2024 — Cover Star

Konami featured Messi as the cover star of eFootball 2024, leveraging his move to Inter Miami. The trailer showcased his likeness in the game alongside footage of his new life in MLS.

Messi 2023 — Year in Review

Hard Rock celebrated its partnership with Messi in a year-end recap video, taking fans on a journey through the highlights of 2023 — from his Inter Miami signing to winning the Leagues Cup.

Go Beyond What You Think

Messi starred in Saudi Arabia's tourism campaign, encouraging fans to "go beyond what you think." The campaign reached 747 million people across 92 countries in 20 languages, with Messi exploring Saudi landmarks.

Messi's World Cup: The Rise of a Legend

Apple TV+ released a four-part documentary series featuring exclusive behind-the-scenes access to Messi's five World Cup campaigns, culminating in Qatar 2022. The promotional campaign blanketed social media and streaming platforms.

Superior Beach — Super Bowl LVIII

Messi's first-ever Super Bowl commercial. In this 60-second spot, he joins Jason Sudeikis (Ted Lasso) and NFL legend Dan Marino for a beach soccer showdown. The $15 million ad brought soccer to America's biggest stage.

MLS Season Pass 2024 — "You've Never Seen MLS Like This"

Apple TV launched its 2024 MLS Season Pass campaign featuring Messi front and center with the tagline "You've never seen MLS like this," promoting the upcoming season with the reigning MVP.

Horizons Never End

Louis Vuitton's luggage campaign continued running across U.S. markets, featuring Messi in airport terminals and tarmacs. Shot by Glen Luchford, the campaign married pop culture and luxury travel with Messi reclining on the iconic Horizon rolling cabin bag.

Oh-Lay's

In this playful spot, Messi snacks on Lay's Classic chips in the locker room while his teammates start singing "Oh Lay's" instead of "Olé." The chant spreads to the stadium crowd and fans at home in a celebration of soccer culture meeting American snacking.

Come Together — Unity by Hard Rock

Messi joined Shakira, Noah Kahan, and John Legend in Hard Rock's multi-million-dollar "Come Together" campaign for the launch of their Unity global loyalty program. The ad uses The Beatles' classic, recorded exclusively by Kahan.

Giving Back — Copa América

As a proud sponsor of Copa América 2024 held in the USA, Mastercard unveiled a film with ambassador Lionel Messi. With the tagline "When the game you love, loves you back: priceless," the campaign highlighted the tournament's return to American soil.

Más+ by Messi — Hydration Drink Launch

Messi launched his own hydration beverage brand, Más+ by Messi, debuting in Miami on June 13, 2024. The promotional campaign featured Messi introducing the drink with electrolytes, vitamins, and natural flavors in four flavors named after key moments in his life.

Captain Messi — Superhero Campaign

Hard Rock and Messi unveiled "Captain Messi," a superhero version of the soccer icon. The campaign included a custom animated video, limited-edition posable toy, and a full retail collection with lunchboxes, water bottles, and apparel. Messi made a surprise appearance in Hollywood, FL.

eFootball — MSN Reunion

Konami brought back the legendary MSN trio — Messi, Suárez, and Neymar — for eFootball's official trailer. The campaign featured special in-game cards of the iconic Barcelona attacking line, with Messi recording a rare English-language snippet.

When Football Ends, Fútbol Begins — Super Bowl LIX

Released right after Super Bowl LIX, Messi dribbles an American football before kicking it through the uprights in his new Inter Miami "Euforia" kit. The 30-second spot with Marshmello and Trueno's "Fale Então" bridged the NFL and MLS seasons.

The Lay's Crawl — Champions League

Four football legends — Messi, Thierry Henry, Alexia Putellas, and Luis Suárez — go on a pub crawl across two cities searching for Lay's chips during a UEFA Champions League match. The campaign expanded PepsiCo's "No Lay's, No Game" global series.

Superior Hotel — FIFA Club World Cup

In the follow-up to his iconic Super Bowl beach soccer ad, Messi dribbles through a hotel to score the last Michelob Ultra in the bar fridge. The 30-second spot launched ahead of the 2025 FIFA Club World Cup where Inter Miami faced Al Ahly in the opener.

You Got This — Messi x Mahomes

Adidas paired two of the biggest names in global sports — Lionel Messi and Patrick Mahomes — in a head-to-head treadmill battle for the "You Got This" campaign film. The spot aired across broadcast channels for the FIFA Club World Cup.

For You, the Fans — Messi Collection

In this emotional Mastercard spot, Messi reflects on his career from the very beginning and thanks fans for supporting him and the sport worldwide. The ad teases the upcoming "Messi Collection" with the iconic "Priceless" tagline.

No Lay's, No Game — FIFA World Cup 2026 Buildup

Messi joins David Beckham and Thierry Henry in Lay's epic World Cup campaign. The ad declares that a match without Lay's isn't a match at all, building anticipation for the 2026 FIFA World Cup on American soil.