Messi already sells everything from luxury bags to sneakers. Can he build a $100 billion fragrance brand?

To be a successful athlete in 2024 is to be a brand. Perhaps no one knows that better than Lionel Messi, the Argentine soccer legend and Inter Miami forward who has been at the forefront of his sport for close to two decades. With 504 million followers on Instagram, Messi’s star power goes beyond soccer and has already been used to promote everything from Louis Vuitton bags to Saudi Arabia tourism. 

But Messi is increasingly launching products under his own name. In June, the soccer star launched a hydrating sports beverage brand, Más+ by Messi, and announced a partnership with global licensing firm Centric Brands to extend the Messi name to products ranging from apparel to home goods. Now, he’s applying the Messi name to another category: fragrance. 

“It’s primarily targeted at men of all ages. I knew we had to create something versatile, so anyone who follows me could wear it,” Messi told Glossy of his namesake fragrance. “This fragrance can be worn for special occasions or daily use; it’s a scent that we believe will appeal to many and fits well for any moment.”

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