Contract details
Start date:
End date:
Status:
2012
2014
Ambassador
Lionel Messi and Turkish Airlines: A Comprehensive Partnership Timeline
In December 2012, Lionel Messi, one of football’s most celebrated players, joined Turkish Airlines as a Global Brand Ambassador. This collaboration positioned Messi alongside other high-profile ambassadors like NBA star Kobe Bryant and tennis player Caroline Wozniacki, further enhancing the airline’s global marketing strategy. Messi’s partnership with Turkish Airlines began after signing an agreement in September 2012, followed by his participation in a commercial filmed with Kobe Bryant.
Expanding Reach Through Marketing Campaigns
The 2012 commercial featuring Messi and Bryant depicted a playful competition for a young fan’s attention. Shot across various international locations, including Istanbul’s Atatürk Airport, the ad highlighted Turkish Airlines’ global connectivity and award-winning service. The campaign was launched to support the airline’s expansion into Latin America, adding new destinations such as Caracas, Bogotá, Mexico City, and Havana, alongside existing routes to São Paulo and Buenos Aires.
Viral Campaigns: “Kobe vs. Messi” and the Selfie Shootout
In December 2013, Turkish Airlines retained Messi and Bryant for the “Widen Your World” campaign. The duo engaged in a lighthearted competition, exchanging selfies from iconic global landmarks like the Great Wall of China and Hollywood Boulevard. The campaign was hosted on YouTube and promoted with the hashtag #KobeVsMessi, emphasizing the airline’s broad international reach and luxury in-flight experience.
Building on the success of the Selfie Shootout campaign, Turkish Airlines released an accompanying iPhone app in February 2014. The app allowed users to take virtual selfies at the same destinations featured in the ad, encouraging social media engagement with prizes such as roundtrip tickets for the most popular posts.
Collaborating with Didier Drogba in the #EpicFood Campaign
In November 2014, Turkish Airlines introduced a new ad campaign featuring Lionel Messi and Didier Drogba, another brand ambassador. The campaign focused on finding the most extraordinary culinary experiences worldwide. While Drogba raced to discover unique foods, the ad humorously showed Messi having already visited every destination. This campaign garnered significant online attention, surpassing 10 million views within its first week.
Stay updated with the latest sponsorship news. Follow SponsorsGo on social media: