As the countdown to the 2026 FIFA World Cup continues, Lionel Messi has emerged as the tournament’s most visible commercial figure. According to audience measurement platform System1, the Argentine superstar appears in 18 of the 80 major World Cup advertising campaigns currently running across the United States, United Kingdom, and Argentina, representing nearly 22% of all major tournament-related ads.
Messi features prominently in campaigns from leading FIFA sponsors including Adidas, Michelob Ultra, and Lay’s. During the 2022 FIFA World Cup in Qatar, advertisements featuring Messi consistently ranked among the strongest-performing campaigns on social media platforms.
Many of this year’s flagship campaigns combine football stars with entertainment celebrities. Adidas’ cinematic “Backyard Legends” commercial pairs Messi with actor Timothée Chalamet and music star Bad Bunny, while Lay’s “No Lay’s, No Game” campaign sees him hosting a massive watch party alongside David Beckham and Steve Carell.
With top-tier FIFA sponsorship packages reportedly costing between $80 million and $100 million, brands have invested even further to secure football’s most marketable icon. The rationale is clear: Messi is currently the fourth most-followed person on Instagram, with more than 632 million followers, giving brands access to a highly engaged global audience unmatched by any other footballer.
Nielsen previously ranked Messi as the second most commercially influential footballer during the 2022 World Cup, generating an estimated $2.6 million in media value per social media post, trailing only Cristiano Ronaldo.
The latest figures underline Messi’s unique commercial position. Approaching his 39th birthday and likely preparing for the final World Cup of his legendary career, the Argentine icon’s cultural influence appears stronger than ever.