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.