Riyadh: Argentine football legend Lionel Messi has stepped into a new role as the ambassador for Saudi Arabia luxury clothing brand, Sayyar. Messi, currently playing for Inter Miami, has recently appeared in a campaign showcased on the brand’s Instagram page.
In the campaign video, Messi was seen donning the traditional attire of a crisp white thobe and a red-and-white scarf. The video captures Messi posing for the camera and adjusting his headdress. It concludes with him holding an orange box bearing the brand’s name.
Messi has a legacy of associating with campaigns related to Saudi Arabia. In January, he was appointed as the ambassador for the Saudi Tourism Authority's global marketing campaign, "Saudi, Welcome To Arabia".
The campaign, titled "Go Beyond What You Think," aims to dispel common misconceptions about the destination and invite audience to experience the cultural transformation taking place across Saudi Arabia.
In May last year, Messi visited At-Turaif, a UNESCO World Heritage Site in Diriyah, during his trip to Saudi Arabia with his family. He embarked on a guided tour in Diriyah and enjoyed a dining experience at Al-Bujairi Terrace.
Messi and his family also explored Riyadh's modern entertainment and retail districts, including VIA Riyadh and Boulevard Riyadh City. They visited the Arabian Horse Museum and interacted with purebred Arabian horses. Messi even posed for pictures holding a white falcon on his arm.
Lionel Messi's role as the ambassador for Sayyar highlights his growing connection with Saudi Arabia, as he continues to participate in campaigns promoting the country's culture and tourism.