There is no doubt that Lionel Messi will go down in history as one of the greatest athletes to play the beautiful game. With over 850 goals scored for club and country, 8 Ballon d’OR awards and multiple Player of the Year awards already under his belt, it is undeniable that the Argentine footballer has cemented his legacy on the field.

However, his accomplishments off the field are just as impressive. Messi has solidified himself as one of the most marketable professional sports stars in the world; earning over $75 million a year in endorsements alone. Combine that with the revenue from his line of sports drinks, “Mas+ by Messi”, a newly formed clothing line and his salary, it’s not a mystery as to why he is one of top earning athletes on the planet.

In honor of #10, let’s take a look at the top 10 brands that have chosen to align themselves with “La Pulga” throughout the years and all the campaigns that led them to success.

Adidas
Considered to be one of the most lucrative endorsements in sports history, it is estimated that Messi’s lifetime contract with Adidas could earn him anywhere from $20 to $25 million per year. It is likely that Messi will remain as an ambassador to the brand even after retirement. With his “Adidas Messi” sub-brand, signature boots and general apparel, his contract is comparable to the deal Nike struck with Michael Jordan back in 1984 but has since evolved into the “Jordan Brand”, a subsidiary of Nike that has ultimately generated billions of dollars in revenue.

Anheuser-Busch InBev
In 2020, Messi signed an endorsement deal with Anheuser-Busch InBev’s brand Budweiser. After breaking Pelé’s record for most goals scored for a single club, the “Budweiser 644” campaign sent customized beer bottles to every goalkeeper Messi scored against. This clever marketing strategy quickly became a viral sensation.

PepsiCo
Under the PepsiCo umbrella, Messi has been the center of campaigns for Gatorade, Lays and Pepsi. The most recent “Oh-Lay’s” campaign takes the famous traditional “olé” football chant and transforms it into an “Oh-Lay’s” chant that is sung by fans around the world as they root for the GOAT.

Cirque du Soleil
Messi’s association with this Canadian entertainment company, and the world’s largest contemporary circus producer, may be the most unique and unorthodox partnership of all his endorsements. The collaboration that began in 2017 culminated in the creation of a show called, “Messi10”. The show offered a unique interpretation of Messi’s career by combining football and masterful acrobatics. The show toured around the world with an emphasis on stops in places where the Captain is especially well-known, including Spain and Argentina.

Konami
This Japanese based entertainment company signed Messi to be the main focus of their Pro Evolution Soccer (PES) franchise back in 2016. The PES series is considered to be one the biggest soccer video games in the world and a direct competitor to the massively successful FIFA series by EA Sports. Although Konami decided to switch from PES to “eFootball” in 2021, Messi continued to play a key role in the “eFootball” platform.

Hard Rock International
Besides being the current home of Inter Miami, The Hard Rock International decided to align itself with Messi in 2020. This marks the first time the global hospitality and entertainment brand has sponsored a professional athlete. The sponsorship has led to the creation of the “Messi Chicken Sandwich” which launched in the hotel’s restaurants in 2023 and a “Captain Messi” toy that was included with any Hard Rock Kids’ Menu order.

Mastercard
Messi has been the global brand ambassador for Mastercard since 2018. To mark their 30th year sponsoring the CONMEBOL Copa América, the brand launched the “Giving Back” campaign featuring the football legend. In the commercial, Messi is seen trying to make purchases at several businesses with his Mastercard, while owners continually decline to take payment in appreciation of his on-field talents.

Jacob & Co
Although this endorsement has officially concluded, the initial three-year agreement by the luxury watchmaker that started in 2018 has had long lasting effects. The limited edition “Epic X Chrono Messi” (limited to only 180 pieces) continues to be a highly sought-after collector’s item to this day.

Apple
In yet another unprecedented deal, Lionel Messi’s arrival to Major League Soccer in 2023 prompted Apple to secure a 10-year, $2.5 billion agreement for exclusive worldwide broadcasting rights. In order to secure him as a brand ambassador, Apple agreed to offer Messi a revenue-sharing model that takes into account the earnings of every MLS Season Pass subscription.

Lowes
The “assist” campaign by Lowe’s took the clever approach of offering loyalty customers with extra perks every time Messi makes an assist during a game. Although Lowe’s is a direct competitor of the Home Depot, an official partner of the MLS, they choose to align themselves with Inter Miami and Messi rather than competing for a league-wide sponsorship. Messi is the first soccer player to be endorsed by the Fortune 50 home improvement company.