Lionel Messi is a busy man.
While his left foot has been preoccupied securing Inter Miami trophies and preparing to lead Argentina into the upcoming FIFA World Cup, his face is dominating advertising around the tournament.
According to data provided to ADWEEK by audience measurement platform System1, Messi appears in 18 of the 80 major World Cup campaigns currently being tested across the U.S., U.K., and Argentina.
The figures put Messi in nearly a quarter (22%) of the biggest World Cup campaigns so far, including ads from top-tier FIFA sponsors Adidas, Michelob Ultra, and Lay’s.
Messi proved his worth for brands during the 2022 Qatar World Cup, with campaigns fronted by him consistently ranking as the highest-performing on social.
