Messi’s Star Power: Driving Latino Influence in Sports Ads

We have seen Lionel Messi a lot these days in U.S. ads. Let’s remember the ad he did for Michelob ULTRA for the Super Bowl.

📈 The role of Latinos in sports advertising is particularly important. The U.S. Latino population reached 62.5 million in 2021, accounting for 19% of the U.S. population, up from 13% in 2000. Latinos have been the largest contributor to U.S. population growth, accounting for 54% of the growth. By 2060, the Latino population is projected to increase to 111.2 million, or 28% of the U.S. population. This demographic’s growing influence makes them a critical audience for brands, especially in sports marketing. So, we will be seeing a lot more Latino influence in the coming years.

⚽ Lionel Messi is a strategic figure in helping brands kick off their campaigns for the 2026 World Cup during the Copa América. Brands like Michelob, Lowe’s Companies, Inc.‘s, and Mastercard are leveraging the U.S.-based tournament to prepare for soccer’s biggest event returning to North America. These companies are using Messi’s star power in their advertisements to create a strong connection with soccer fans. This strategy aims to build momentum and engage audiences ahead of the upcoming World Cup.