Lionel Messi is not only leading Argentina’s charge at the 2026 FIFA World Cup, but also reinforcing his status as one of the most powerful commercial athletes in global sport.
The 39-year-old superstar has guided Argentina into the Round of 16 and, with seven goals to his name, remains firmly in contention for the Golden Boot. His performances on the pitch are simultaneously generating significant value for an extensive portfolio of sponsors and commercial partners.
Among the biggest beneficiaries is Icons Memorabilia, a company that has worked with Messi since 2006. CEO Dan Jamieson revealed that the 2022 World Cup in Qatar generated between $8 million and $10 million in sales for the business and believes the current tournament could surpass those figures.
“I never thought I would see a peak like Qatar again, but we are reaching similar levels now and it might even exceed it,” Jamieson said. “Messi is becoming the story of this World Cup.”
According to Sportico estimates, Messi earns approximately $70 million annually through endorsements and sponsorship agreements, placing him among the world’s highest-paid athletes away from competition. Only LeBron James and Shohei Ohtani generate more off-field revenue, while Cristiano Ronaldo trails closely behind.
Messi’s sponsor portfolio includes global brands such as Adidas, Mastercard, Michelob Ultra and numerous other multinational companies. Industry experts argue that his value extends far beyond visibility.
“The credibility Messi gives to a brand is absolutely unmatched,” said Alex Soriano, Vice President of Global Partnerships at Innovative Partnerships Group.
Brands associated with the Argentine icon are already capitalizing on the momentum created by the tournament. Stanley 1913 reported that its limited-edition Messi collection sold out quickly, while home improvement giant Lowe’s has intensified the distribution of Messi-related content across social media, retail channels and digital platforms.
Icons Memorabilia has also benefited from the World Cup spotlight. Since the tournament began, videos from a single autograph session with Messi have generated nearly 45 million views on Instagram, further illustrating the commercial impact of his global appeal.
Despite approaching the final years of his playing career, Messi’s marketability remains remarkably strong. If anything, the World Cup has reinforced his position as one of sport’s most enduring commercial assets.
Whether Argentina ultimately lifts the trophy or not, Messi continues to prove that elite performances on football’s biggest stage can translate directly into substantial business opportunities for the brands aligned with his image.