In one of the biggest events in American sports, the 2024 Super Bowl, football fans will witness Lionel Messi appearing in a 60-second commercial for the American beer brand Michelob Ultra. In the most recently released trailer, the captain of the Argentine national team is seen entering a bar and waiting for a beer.

According to La Nacion, this will be the first time the former Barcelona and PSG forward has appeared in a Super Bowl commercial. This appearance is expected to significantly boost the brand’s recognition as each ad aired during the game’s halftime reaches an average of 100 million viewers worldwide.

Interestingly, the American beer brand has made a substantial investment to feature one of the greatest football players of all time in their commercial. As reported by The New York Times, Messi will be paid $14 million, a sum that is double the amount the brand spent on a 30-second commercial during the 2023 Super Bowl, which was $7 million.

Also noteworthy at this prominent American football event is another 30-second commercial estimated to cost between $5 million to $10 million. However, this pales in comparison to Messi’s $14 million deal. Michelob Ultra appears ready to go all in with the 2022 World Cup champion, recognizing Messi’s influence that extends beyond just football to other sports, particularly those popular in the United States.

It’s also known that this beer brand has secured the official sponsorship for the Copa America 2024 in the United States. Therefore, hiring Lionel Messi as a brand ambassador is an initial step to affirm their market position.