Budweiser partners with Lionel Messi as new global brand ambassador

To introduce the collaboration with living football legend Lionel Messi, Budweiser compiled a provocative video titled “They Say” of his ceaseless efforts to achieve success, to inspire fans to never give up on greatness. “They Say” highlights memorable milestones on Messi's "brewing"journey to become the King of football, the way Budweiser – the King of beer – is brewed for nights to get a smooth, premium taste.

Budweiser partners with Lionel Messi as new global brand ambassador

At the same club for over 19 years and counting, Messi has journeyed to the top of global football from humble beginnings in Argentina. He was not born the best but his relentless commitment to football and his ambition to be the greatest has sent him right to the top of the game. Success is a long journey, and is no result of random luck. It is the fruit of extremely hard work and training every day. This spirit is reflected by Messi’s line: “I start early and I stay late, day after day, year after year. It took me 17 years and 114 days to become an overnight success."

Messi commented on the video: “I’m excited to partner with Budweiser to share my journey that was based on the determination to be the best player I can be. Day after day, year after year, it took sacrifice and hard work to reach my dreams. Hopefully, fans around the world will find inspiration in my story to commit to their craft and never give up on greatness, no matter how hard the journey.”

Speaking about the partnership, global vice president of Budweiser Steve Arkley said; “Lionel Messi is a true icon and a role model for his generation and for generations to come. His dedication and commitment to his craft reflect the same self-belief that has led Budweiser to become the King of Beers. We look forward to working together as partners to continue delivering on our ambition, reminding football fans worldwide that greatness is a journey that is worth the effort and determination.”

On this occasion, Budweiser released the limited-edition Lionel Messi bottle. The intricately designed label celebrates the La Liga legend’s core values along with his original quote on what it takes to fulfill your potential: “Life is about choices, sacrifices, determination and hard work.” It is these attributes that Budweiser believes sets Messi apart as the world’s greatest player and makes him so widely respected both on and off the field.