Global football icon Lionel Messi is stepping into the entertainment world with the launch of his own production company, named 525 Rosario. The company will operate out of Miami and Los Angeles that aims to create a range of content including film, TV, and branded commercial projects.
Messi’s new venture is a collaboration between his family and Smuggler Entertainment, the production house behind Apple TV+ documentaries Messi’s World Cup: The Rise of a Legend and Messi Meets America. The company is named after the footballer’s hometown in Argentina, Rosario, and will be helmed by Tim Pastore, CEO of Smuggler Entertainment and producer of the acclaimed Messi’s World Cup series.
525 Rosario plans to produce a mix of unscripted documentaries, family-friendly content, and branded storytelling in collaboration with advertisers. Messi expressed his enthusiasm for this new venture, said, “Entertainment has always been a passion for me, whether that be on the pitch or in other areas. I’m really motivated by the opportunity to pursue the project we created with Smuggler Entertainment and to expand it further to create content and experiences on a global scale through this new venture.”
In creating 525 Rosario, Messi follows in the footsteps of fellow sports stars like LeBron James (SpringHill Co.), Steph Curry (Unanimous Media), and Tom Brady (199 Productions), who have all ventured into media production. According to Forbes’ 2024 rankings, Messi is the third-highest-paid athlete globally, with $135 million in earnings, both on and off the field.
Pastore highlighted the broader vision for 525 Rosario, explained, “This new venture aims to highlight and build upon everything Leo Messi stands for through not only massive premium content on a global scale but also community outreach and family-focused initiatives. We are very grateful to Leo and his family for the opportunity to create and partner on media experiences for local and worldwide audiences while pushing the boundaries of traditional genres.”
The Messi family, in a statement, emphasized their excitement about entering the entertainment industry, stated that “The goal remains to inspire and connect with people around the world in a completely new way, and we are looking forward to this venture. We would like to continue advancing in the entertainment sector, bringing new initiatives and productions with global reach through innovative storytelling, programming, and experiences.”
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