Messi was a fixture in World Cup advertising this year. According to data provided to ADWEEK by audience measurement platform System1, he appeared in 18 of the 80 major World Cup campaigns tested across the U.S., U.K., and Argentina.
The figures put Messi in nearly a quarter (22%) of the biggest World Cup campaigns, including ads from top-tier FIFA sponsors Adidas, Michelob Ultra, and Lay’s.
