The advertising goal of Lionel Messi that projects him to the United States market

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The Rosario is the global ambassador for Budweiser beer, a new sponsorship brand that adds to his long personal portfolio for which he charges more than 32 million euros per season.

When Lionel Messi announced that he was leaving FC Barcelona, ​​it had such an impact that – for the first time since the beginning of the Covid-19 pandemic – sHis surname (“Messi”) outperformed “coronavirus” in Google searches. It is that the Argentine footballer has already transformed into a multinational brand in the world of advertising and emerging markets (China, Japan, India, Qatar, Turkey), in a relationship where there are millions of dollars (or euros) at stake and that goes beyond football.

Now, after solving his problems with the club “of all his life” and resume preseason training under the command of Mister Dutchman Ronald Koeman, was not only the face of the presentation of the third kit of Barcelona (along with Ansu Fati and Frenkie De Jong) putting on the pink shirt that the brand shows on his chest Rakuten (Japan’s largest online store with more than 50 million registered users, which He pays 55 million euros per season to the Blaugrana institution since July 2017).

But also, the Rosario became the Budweiser’s “new global ambassador” and it will become the “King of Beer” with its entry into the United States market. The brand recognized as “The King of Beers” announced the long-term partnership with the current world soccer icon.

Messi, who has 165 million followers on Instagram and 97 million on Facebook, is the new Budweiser partner and joins other great players in the “Dream Team” americano, like the Spanish Sergio Ramos and the Brazilian Marcelo (his rivals from Real Madrid). But Budweiser’s portfolio in football also includes partnerships with the Spanish La Liga and the Premier League, two of the world’s largest. And it is also sponsor of the FIFA World Cup for over 30 years.

Messi thus adds a new sponsor to his extensive list of brands that are betting on his figure. According to recent studies by the prestigious magazine Forbes, in the bank account of the Argentine forward enter 32 million euros per season thanks to its agreements with Adidas, Huawei, Konami, Pepsi, Lay’s, Gatorade, MasterCard, Ooredoo (a telecommunications company based in Doha, Qatar), Jacob & Co (luxury watches) and Hawkers (sunglasses), among others.

To accompany the announcement, Budweiser launched “They say”, a commercial designed to inspire fans to never give up on their quest for greatness and highlight Messi’s journey of self-confidence at the start his 20th season with the Catalan club. “They say that he lost his love for Barcelona. That his heart is elsewhere”, starts the spot. And the answer of Leo appears after a goal from a free kick: “Greatness is worth a thousand words.” There, the core values ​​of the La Liga legend are celebrated along with an original quote about what it takes to reach their potential: “Life is about decisions, sacrifices, determination and hard work.”

For more than 19 years, and in a single club where he played 731 games and scored 634 goals, Messi is the most awarded footballer of his generation, winning 33 titles with Barcelona and breaking records with six Ballons d’Or, ten league titles, six Copas del Rey, four Champions Cups, three Club World Cups and being the highest historical scorer in the Spanish League and the first player in history to win six European Golden Boots.

Regarding this new bond, Messi commented: “I am very happy to partner with Budweiser to share my path, which it has been based on a determination to be the best player that I can be. Day after day, year after year, it has required sacrifice and effort to achieve my dreams. I hope that fans around the world find inspiration in my story to commit to their profession and Do not give up in the pursuit of greatness, no matter how hard the road is. “

Budweiser began as a small brewery in St. Louis, Missouri (United States) and due to its craftsmanship in the brewing process of more than 140 years, it has become one of the most popular beers in the world, which is distributed in more than 60 countries.

The vice president of the American company, Steve Arkley, said about the agreement with Messi: “It is a real icon and a role model for your generation and for future generations. Their dedication and commitment to the job reflect the same confidence that has led Budweiser to become The King of Beers“.

JCH.

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