Lionel Messi set to star in $14m Super Bowl adverstisement

The announcement comes as Messi’s influence extends from dominating the MLS to gracing the iconic Super Bowl stage. The teaser for the anticipated ad showcases Messi ordering a beer at a bar, with the plot revolving around his reaction when the tap unexpectedly stops pouring.

The high-profile spot, estimated to cost around $14 million based on Super Bowl XLVII advertising rates, underlines Messi’s growing impact beyond the soccer pitch.

Messi’s partnership with Anheuser-Busch, the parent company of Michelob Ultra, commenced in 2020, and the Super Bowl ad represents a significant investment in soccer marketing.

Beyond the Super Bowl, Michelob Ultra has secured sponsorship for this summer’s Copa America and is anticipated to partner with the men’s World Cup in 2026 when it takes place in the US, Canada, and Mexico.

The Super Bowl ad aligns with Messi’s extensive portfolio of endorsements, featuring renowned brands such as Adidas, Gatorade, Hard Rock International, Royal Caribbean, and Apple TV.

With a social media following of nearly 500 million on Instagram, Messi’s marketing appeal extends far beyond the field.

Anheuser-Busch, known for its substantial Super Bowl ad spending, aims to leverage Messi’s star power to reach an expected audience of over 100 million during the game.

The beverage giant’s prior Michelob Ultra ad in last year’s Super Bowl featured sports figures like Serena Williams, Tony Romo, Jimmy Butler, Rickie Fowler, Alex Morgan, and Canelo Alvarez in a sports-themed setting at Bushwood Country Club from the movie “Caddyshack.”