Contract details
Start date:
Status:
2018
Global brand ambassador
Lionel Messi and Mastercard: A Comprehensive Overview of Their Partnership
Mastercard and Lionel Messi first joined forces in 2018, establishing the global football icon as a brand ambassador. This collaboration marked a pivotal point in Mastercard’s marketing efforts, emphasizing innovation, global outreach, and social impact. Over the years, Messi has been at the center of numerous campaigns, highlighting his influence on and off the pitch.
Key Campaigns and Initiatives
In April 2018, Mastercard launched the #JuntosSomos10 (TogetherWeAre10) initiative in Latin America and the Caribbean. This campaign featured Messi and Neymar Jr., uniting the two football superstars to combat childhood hunger and malnutrition. The campaign encouraged fans to engage on social media, with Mastercard donating meals to the United Nations World Food Programme (WFP) for each hashtag used.
Goals that changes lives: for each goal scored by Messi or Neymar Jr. Mastercard will donate the equivalent of 10,000 meals to @WFP to fight childhood hunger and malnutrition in Latin America and the Caribbean #TogetherWeAre10 #StartSomethingPriceless https://t.co/URfIp77ElN pic.twitter.com/Ckq61oJgld
— Noticias Mastercard (@MastercardLAC) May 31, 2018
Priceless Campaign: Global Reach and Viral Success (2019)
In May 2019, Mastercard unveiled a global campaign starring Messi and other athletes, including Ana Ivanovic and Neymar Jr. The campaign included a light-hearted video featuring Messi and Neymar united to retrieve a lost red ball, symbolizing Mastercard’s global connectivity and seamless payment solutions. This campaign introduced Mastercard’s new “Widen Your World” strapline and highlighted its sonic branding.
Save the Children Initiative: Promoting Education Through Football (2022)
In September 2022, Messi spearheaded a fundraising campaign with Mastercard to support Save the Children. The initiative focused on promoting sports and education as tools for positive change in the UK, Italy, and Spain. Messi worked alongside football stars Jordan Henderson, Giorgio Chiellini, and Álvaro Morata to drive donations and support children in underserved communities.
Tribute Video: El Equipo de los Leos (2023)
In March 2023, Mastercard paid homage to Messi with a heartwarming video, “El Equipo de los Leos.” The video featured a group of children named Leo, inspired by Messi’s global impact.
The campaign celebrated Messi’s legacy and influence, showcasing how his name has become synonymous with excellence and inspiration.
Giving Back: A Story of Gratitude (2024)
In June 2024, Messi starred in Mastercard’s “Giving Back” campaign, inspired by a real-life experience. The video depicted Messi attempting to pay at various establishments, only to have the owners express gratitude for his contributions to football by refusing payment. The campaign emphasized Mastercard’s focus on creating meaningful connections between brands and communities.
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