The Messi marketing machine: New superhero toy, ‘Messi cam’ for MLS playoffs

FORT LAUDERDALE, Fla. — Lionel Messi is a sports and cultural icon for his worldwide legion of fans. Now, he’s a superhero, too.

Messi unveiled his new superhero toy, Captain Messi, in collaboration with Hard Rock International during an event Tuesday. He was asked by a young girl if he could use his new superpowers to help Inter Miami win the MLS Cup title.

It’s hard to deny Messi’s superpowers before Inter Miami’s playoff game against Atlanta United at Chase Stadium on Friday. He enters the postseason after two hat tricks in the last week — one with the national team and his first in MLS. After a severe right ankle injury caused him to miss two months, Messi is the strongest he’s been since he led Inter Miami to the Leagues Cup title in August 2023 with 10 goals in his first seven games.

Inter Miami won the MLS Supporters’ Shield title for best record in the league during the regular season. Now, Inter Miami seeks its third title of the Messi era.

“We will try as we have been trying all this year. I think we are prepared and very excited for this moment that we are going through in these playoffs that are coming, and well, we will fight to try to get it,” Messi said before signing every child’s shirt during the event at Seminole Hard Rock Hotel and Casino Tuesday.

Along with Messi’s pursuit of his 47th title for club and country, the synergy around Messi continues to thrive and flourish for him, other businesses, and soccer fans.  

The MLS and Inter Miami TikTok accounts will have an exclusive live Messi cam, focused solely on the MVP favorite during the playoff match Friday. The match, and the first round of the MLS Cup Playoffs will also be free on Apple TV.

“We’re getting behind Leo Messi’s historic MLS Cup Playoffs debut in a big way. It’s not just must-see television, but it’s a barometer for the entire postseason on MLS Season Pass,” said Emeka Ofodile, Apple Global Head of Sports Marketing. “We’ll make this match the most widely distributed match in MLS Season Pass history, bringing this match to as many fans as possible around the globe.”

FIFA president Gianni Infantino named Messi’s Inter Miami as the host team for the FIFA Club World Cup to be played in the United States next summer, with hopes the Argentine World Cup champion and eight-time Ballon d’Or winner will be the biggest star in the tournament.

“Inter Miami is supported from across Florida and beyond for your exciting brand of football. … You have shown that in the United States, you are consistently the best club on the field of play,” Infantino said in a news release.

Messi and Latin music star Bad Bunny this week announced a new collaboration with Adidas, featuring the same khaki-colored cleats Messi wore when he scored three goals in an 11-minute span to set the MLS points record last week.

“Messi’s last name has become its own word, a synonym for greatness, courage and heart,” Bad Bunny said in a news release. “Collaborating with him is an honor that so many people dream of, and I never even imagined I could achieve it. Today, I feel so grateful to be able to represent our culture with the GOAT.”

Messi also recently debuted his first fragrance, Messi Eau de Parfum, exclusively with JCPenney. The commercial lauds Messi as a footballer, world champion, father, gentleman, and legend with the tagline “Messi, more than we see.”

Let’s also mention the interesting product placement of the Mas+ by Messi drink, held in his hand with the. name visible as he lifted the MLS Supporters’ Shield trophy in the locker room after clinching the title with a win over reigning champions Columbus Crew earlier this month.

The Captain Messi toy comes with every kids meal at Hard Rock Cafe locations and available online, along with branded children items like a backpack, lunch bag, water bottle and t-shirts. It continues a three-year partnership between Messi and Hard Rock, where food items like the Messi Burger and Messi Chicken Sandwich continue to be big popular menu items for the company’s restaurants worldwide.

“He’s one of the most famous people in the world with like half a billion followers, but it’s more about his personality, his beautiful thoughts of life, of giving to others and helping the children,” Jim Allen, chairman of Hard Rock International, said of Messi. ‘He’s an absolute magician on the field. But I think it’s his personality. He’s a fair player. People respect him. He mentors others. And I think all those qualities are the greatest things any athlete or celebrity can have.”