Lionel Messi, the global soccer icon and Inter Miami star, is set to make his first appearance in a Super Bowl advertisement. The Argentinean player, who recently won the World Cup, will be featured in a 60-second commercial for Michelob Ultra, a popular beer brand owned by Anheuser-Busch.
In a teaser released by the company, Messi can be seen approaching a bar and ordering a beer. However, his reaction is one of surprise when the tap suddenly stops pouring. The upcoming Super Bowl ad will further enhance Messi's already massive advertising reach in the United States and around the world. The game is scheduled to take place on February 11th in Las Vegas.
Messi entered into a partnership with Anheuser-Busch in 2020, and the Super Bowl spot is proving to be another major investment in soccer for Michelob Ultra. The brand was previously announced as the global beer sponsor for this summer's Copa America, a prestigious South American international tournament.
Moreover, it is expected that Michelob Ultra will also partner with the men's World Cup in 2026 when the tournament is hosted by the United States, Canada, and Mexico, coinciding with Messi and Argentina's title defense.
Known as a marketing sensation, Messi has a plethora of sponsorship deals with renowned brands such as Adidas, Gatorade, Hard Rock International, Royal Caribbean, and Apple TV. With nearly 500 million followers on Instagram alone, his social media influence is enormous.
Anheuser-Busch is no stranger to making substantial investments in Super Bowl commercials, spending millions of dollars each year to secure ad spots. Last year, a 30-second spot during the game reportedly cost as much as $7 million. Companies vie for these coveted advertising slots in hopes of reaching the vast audience of over 100 million viewers.
Last year, Michelob Ultra's Super Bowl ad had a sports-themed setting at the fictional Bushwood Country Club from the movie 'Caddyshack.' It featured household names such as Serena Williams, Tony Romo, Jimmy Butler, Rickie Fowler, Alex Morgan, and Canelo Alvarez.
As one of the greatest scorers in the history of the sport, Messi boasts an impressive record of over 800 career goals for both his club and country. With four Champions League titles, an Olympic gold medal, and 44 trophy wins overall, Messi's accomplishments solidify his place as a legend in football.
Fans of both football and advertising will eagerly anticipate Messi's appearance in the Super Bowl ad, as it promises to be a memorable moment in his illustrious career.
