Endorsements
Lionel Messi's Endorsement Portfolio
Messi's commercial deals drive an estimated $70 million in annual off-field income. Adidas is the cornerstone — a lifetime contract from 2017 worth roughly $1 billion over its life.
Last updated 30 July 2026 · Sourced public estimates
Endorsements by estimated value
Only deals with a publicly reported value are charted. Many blue-chip partners (Pepsi, Mastercard, Budweiser) carry undisclosed terms.
Estimated annual value · $M/yr
Apple (MLS)
~$50M
Adidas
~$25M
Saudi Tourism
~$8.3M
Socios.com
~$6.7M
Active endorsement deals
| Brand | Category | Annual Value | Deal Type | Confidence |
|---|---|---|---|---|
| Adidas | Apparel / Footwear | ~$25M | Lifetime (~$1B) + MLS profit-share | High |
| Apple | Broadcasting / Media | ~$50M (variable) | MLS Season Pass revenue share + docuseries | High |
| Beats by Dre | Consumer Audio | Undisclosed | Brand partnership | High |
| Epic Games | Gaming | Undisclosed | Brand partnership (Fortnite icon series) | High |
| Lowe's | Retail | Undisclosed | Brand partnership | High |
| Panini | Trading Cards | Undisclosed | Trading-card licensing | High |
| Saudi Tourism Authority | Tourism | ~$8.33M | $25M / 3 yrs ambassador | High |
| Socios.com | Web3 / Fan Tokens | ~$6.7M | ~$20M over ~3 yrs | Medium |
| Bitget | Cryptocurrency | Undisclosed | Ambassador since 2022; $20M campaign | Medium |
| PepsiCo (Pepsi, Lay's, Gatorade) | Beverages / Snacks | Undisclosed | Decades-long partner | High |
| Mastercard | Financial Services | Undisclosed | Global ambassador | High |
| Budweiser | Beer | Undisclosed | Record-goal bottle + WC activations | Medium |
| Hard Rock International | Hospitality | Undisclosed | Messi Burger + campaigns | High |
| Jacob & Co. | Luxury Watches | Undisclosed | Signature timepiece line | High |
- Category
- Apparel / Footwear
- Annual Value
- ~$25M
- Deal Type
- Lifetime (~$1B) + MLS profit-share
- Confidence
- High
- Category
- Broadcasting / Media
- Annual Value
- ~$50M (variable)
- Deal Type
- MLS Season Pass revenue share + docuseries
- Confidence
- High
- Category
- Consumer Audio
- Annual Value
- Undisclosed
- Deal Type
- Brand partnership
- Confidence
- High
- Category
- Gaming
- Annual Value
- Undisclosed
- Deal Type
- Brand partnership (Fortnite icon series)
- Confidence
- High
- Category
- Retail
- Annual Value
- Undisclosed
- Deal Type
- Brand partnership
- Confidence
- High
- Category
- Trading Cards
- Annual Value
- Undisclosed
- Deal Type
- Trading-card licensing
- Confidence
- High
- Category
- Tourism
- Annual Value
- ~$8.33M
- Deal Type
- $25M / 3 yrs ambassador
- Confidence
- High
- Category
- Web3 / Fan Tokens
- Annual Value
- ~$6.7M
- Deal Type
- ~$20M over ~3 yrs
- Confidence
- Medium
- Category
- Cryptocurrency
- Annual Value
- Undisclosed
- Deal Type
- Ambassador since 2022; $20M campaign
- Confidence
- Medium
- Category
- Beverages / Snacks
- Annual Value
- Undisclosed
- Deal Type
- Decades-long partner
- Confidence
- High
- Category
- Financial Services
- Annual Value
- Undisclosed
- Deal Type
- Global ambassador
- Confidence
- High
- Category
- Beer
- Annual Value
- Undisclosed
- Deal Type
- Record-goal bottle + WC activations
- Confidence
- Medium
- Category
- Hospitality
- Annual Value
- Undisclosed
- Deal Type
- Messi Burger + campaigns
- Confidence
- High
- Category
- Luxury Watches
- Annual Value
- Undisclosed
- Deal Type
- Signature timepiece line
- Confidence
- High
The two deals that changed the math
Beyond his lifetime Adidas endorsement (~$25M/year), Messi's 2023 Inter Miami move added two revenue-share arrangements: a cut of new Apple MLS Season Pass subscriptions (industry-cited at ~$50M/year) and a share of Adidas MLS merchandise sales. Together they push his off-field economics well beyond a traditional flat-fee model.