The continued brilliance of Argentine star Lionel Messi in the 2026 World Cup finals is helping his commercial partners and official sponsors achieve record financial gains and an unprecedented marketing boom, with expectations that current economic returns will surpass the historic figures recorded after the 2022 Qatar World Cup, according to a report by Sportico, a platform specializing in covering the commercial, financial, and economic aspects of the global sports industry.

In the last World Cup final in Qatar, Dan Jamison, CEO of the UK-based company 'Icons Memorabilia' based in Liverpool, had to explain why he was wearing an England shirt while passionately cheering for Argentina against France. Jamison explained that this situation was linked to a crucial business outcome: seeing Messi lift the trophy.

Jamison revealed that the 2022 World Cup pushed his company's sales of signed sports memorabilia to historically record levels, achieving returns 'conservatively' estimated between $8 and $10 million.

Four years later, the 'Messi effect' appears to be growing stronger; the 39-year-old star has led his country's team to the round of 16 in the current 2026 World Cup edition, scoring 7 goals that put him in a tight race for the Golden Boot award with Norwegian star Erling Haaland and Frenchman Kylian Mbappé.

The platform said: 'This sporting success has enhanced Messi's marketing "halo effect" for the benefit of his network of sponsors, led by "Icons" which is approaching higher returns than before.'

Jamison asserted: 'I didn't think I would see a marketing peak like the one in Qatar, but we are reaching the same levels now, and I think we might surpass them. Messi is the biggest story in the World Cup.'

Messi moved to Major League Soccer to play for Inter Miami in 2023, three years ahead of the World Cup's arrival in North America. Data from 'Sportico' shows that the Argentine star maintains enormous marketing value, earning about $70 million annually from sponsors, which include major companies such as Adidas, Mastercard, and Michelob Ultra.

Messi ranks third globally in off-field earnings, behind baseball player Shohei Ohtani ($125 million) and basketball star LeBron James ($80 million), ahead of his traditional rival Cristiano Ronaldo who came directly behind him with $65 million.

Despite Messi's ability to increase this income, he has become more selective in signing deals, making his partnerships more exclusive and more expensive. A global marketing agent who previously negotiated with Messi's representatives said that the standard price for a regular sponsorship deal with the Argentine star starts at $4 million, and the price rises based on the number of social media posts, media appearances, and other commitments.

In the same context, Alex Soriano, Vice President of Global Partnerships at a group, said that the credibility that Messi gives to any brand is unparalleled, noting that the current moment is ideal for existing sponsors to intensify their advertising campaigns and exploit his image to the fullest. Among the benefiting companies, Kate Ridley, brand manager of 'Stanley 1913,' announced the sell-out of an exclusive limited collection launched in collaboration with Messi, while Gerardo Soto, Vice President of Sports Marketing at 'Luz,' stated that his company designed its marketing campaign with flexibility to intensify content across digital platforms and retail outlets in tandem with his current brilliance, noting that both companies signed with Messi in 2024 after his move to Florida.

Icons Memorabilia garnered about 45 million views on Instagram by posting videos of a single signing session with Messi, one of which was shared via his account that has 511 million followers. Due to the nature of the company's business in signed memorabilia, it cannot manufacture additional products to meet immediate demand; Qatar World Cup sales were linked to pre-orders delivered the following year because of Argentina shirt shortages from Adidas.

The company's exclusive agreement with Messi stipulates obtaining about 1,000 signatures at a rate of 4 times per year, with flexibility to increase. Jamison described the deal as closer to a 'joint venture' based on profit sharing, with Messi getting the 'lion's share'.

No end to this partnership is in sight, as it has turned into a 'lifetime contract' that automatically renews every 5 years.

Jamison concluded by saying that even after Messi retires, the demand for his signatures will not stop, stressing: 'When his career ends, our mission will be to continue reminding everyone that Messi is the greatest in history.'