Lionel Messi’s arrival in MLS has solidified his status as a global marketing icon, and brands are eager to feature him in their campaigns. However, his tight schedule and limited availability pose a challenge for production teams. As recent interactions between football stars and celebrities have shown, these collaborations can be highly valuable, but they require careful planning. Messi’s status as a global marketing icon continues to grow, and it’s clear that he’s a man who values his time, and brands will have to adapt to his schedule if they want to feature him in their campaigns.
The challenge for brands is to create a compelling campaign that can be completed within the limited time frame available with Messi. It’s a difficult task, but one that could pay off if they’re able to create something memorable and engaging. Major League Soccer is itself a legacy product from the 1994 World Cup, and the league is looking to capitalize on the post-World Cup legacy. As MLS commissioner Don Garber said, “I think we’re looked at as the top, one of the top leagues commercially.” With Messi’s involvement in the league, it’s likely that we’ll see more innovative marketing campaigns in the future.
Messi has been in the news recently for his decision to miss the MLS All-Star Game, but he will not face a suspension. According to an MLS statement, “Prior to the start of the 2026 season, Major League Soccer and the MLS Players Association agreed that upon a player’s exit from the World Cup competition, clubs would have individual conversations with each player to determine the appropriate rest and return to training and competition timeline.” This decision is consistent with the agreement between MLS and the MLS Players Association, and it’s clear that Messi’s rest and recovery are a priority. As the football world continues to watch Messi’s career with interest, it’s likely that we’ll see more creative marketing campaigns and collaborations between football stars and celebrities in the future.
