You’ve seen the GOAT on the pitch, but seeing him under the blinding lights of American football’s biggest stage is a different beast entirely. When we talk about Messi at the Super Bowl, most people immediately jump to that sun-drenched beach commercial where he's waiting for a beer. It felt like a fever dream. One second he’s winning the World Cup in Qatar, the next he’s dribbling around beach chairs while Jason Sudeikis cracks jokes.
But there is a lot more to this than just a 60-second spot for light beer. It was a massive cultural pivot. Messi didn't just show up to take a paycheck; he basically signaled that the U.S. is now his backyard.
Honestly, the sheer scale of the investment is what catches you off guard. Michelob Ultra didn't just hire a celebrity; they bought the biggest icon in sports history to anchor a campaign that cost an estimated $14 million just for the airtime alone. That doesn’t even count Leo’s fee, which some reports suggest was in the multi-million dollar range for just a few days of filming.
The Reality of Messi at the Super Bowl
Most fans think Messi's involvement with the NFL is just about ads. It's not.
In February 2025, things got even weirder—and more real. Messi actually showed up to the Superdome in New Orleans for Super Bowl LIX. He wasn't on a screen this time. He was in the stands.
He brought the whole Inter Miami "Barcelona crew" with him. Imagine being in the VIP suites and seeing Messi, Luis Suárez, Sergio Busquets, and Jordi Alba all casually watching the Philadelphia Eagles take on the Kansas City Chiefs. It was a literal collision of two worlds.
The coolest part? His kids.
Messi’s sons were spotted wearing jerseys, but they weren't exactly a united front. Mateo and Ciro were rocking Patrick Mahomes jerseys, clearly fans of the Chiefs' dynasty. Meanwhile, the eldest, Thiago, was seen in Eagles gear. Messi himself kept it neutral in a cream-colored Adidas outfit. It’s kinda funny when you think about it—even the greatest player in the world can’t get his kids to agree on a team.
Why This Partnership Actually Matters
This isn't just about selling beer or celebrity sightings.
The "Superior Beach" ad from 2024, where Messi plays keep-away while waiting for a Michelob Ultra, was actually a masterclass in marketing. According to data from System1, it was one of the most effective ads of that year because it didn't try to make Messi something he isn't. He didn't have to speak much English. He didn't have to act. He just had to be Leo.
- Simplicity: The ad focused on one vibe—joy.
- The "Marino" Factor: Bringing in Dan Marino to throw a football that Messi controls with his feet? Genius.
- Timing: It launched right as Inter Miami was preparing for its second full season of the "Messi Era."
Patrick Mahomes, a guy who knows a thing or two about being the GOAT, even talked about it before the 2025 game. He called Messi the greatest of his profession and said it was "awesome" to have that kind of star power watching him play. That’s mutual respect at the highest level of human performance.
The Business Behind the Magic
Let’s be real: money talks.
The $14 million spent on that 60-second spot in 2024 was part of a much larger play by Anheuser-Busch. They aren't just looking at the Super Bowl. They used Messi to bridge the gap into the 2024 Copa América and the 2026 World Cup.
The reach is insane. Messi has over 500 million Instagram followers. When he posts a teaser for a Super Bowl ad, he reaches more people than the actual broadcast does.
"Messi needs no introduction. The power that he has... he’s clearly a cultural icon right now." — Ricardo Marques, Michelob Ultra VP of Marketing.
Some critics argue that soccer fans don't care about the Super Bowl, and football fans don't care about soccer. That's a dated way of thinking. In 2026, the lines are blurred. Messi living in Miami has turned him into a local celebrity for Americans who wouldn't have known a "false nine" from a "tight end" three years ago.
Misconceptions You Should Ignore
You might hear that Messi’s Super Bowl presence was a "flop" because he didn't attend the 2024 game in person.
That's a bit silly. In 2024, he was busy with Inter Miami's grueling international pre-season tour. He didn't need to be there for the ad to work. The fact that he made the effort to show up in 2025—despite playing a friendly match in Honduras for Inter Miami just 24 hours earlier—proves he's actually leaning into the American sports culture.
He’s not just a "soccer player" anymore. He’s a brand that occupies the same headspace as LeBron James or Tom Brady.
How to Follow the Messi Expansion
If you're trying to keep up with how Messi is changing the U.S. sports landscape, don't just look at the MLS standings.
- Watch the commercials: He’s increasingly the face of brands like Apple TV and Adidas in ways that specifically target American viewers.
- Check the guest lists: Expect to see him at more "big-ticket" events like the NBA Finals or high-profile boxing matches in Vegas.
- Follow the kids: As his sons grow up in the American academy system, the Messi family’s tie to U.S. sports is only going to get deeper.
Messi at the Super Bowl was the starting gun. We are now living in a world where the best soccer player ever is a fixture of the American sports calendar. Whether he’s on the screen or in the luxury box, his influence is permanent.
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To truly understand the impact of his presence, you should look into his partnership with Apple TV+, which has fundamentally changed how people consume sports through the MLS Season Pass. Following his appearances at major U.S. events will give you a better idea of how he is positioning himself for a post-retirement career in the States.