Lionel Messi, one of the world’s most recognizable sports stars, has launched his own production company, 525 Rosario. The Miami and Los Angeles-based banner will tackle film, TV, and branded commercial content.
Messi, who recently joined Inter Miami, has set up 525 Rosario as a joint venture between his family and Smuggler Entertainment. Smuggler produced Apple TV+ series “Messi’s World Cup: The Rise of a Legend” and “Messi Meets America.” Tim Pastore, who runs Smuggler, will serve as CEO of 525 Rosario.
The company plans to produce editorial content, unscripted docs, family-friendly fare, and commercial branded storytelling in partnership with advertisers. 525 Rosario will be represented by WME.
“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,” stated Messi.
Messi joins other global sports stars like LeBron James, Steph Curry, Peyton Manning, Tom Brady, Serena Williams, and Naomi Osaka in producing content. As the third-highest-paid sports figure globally, with $135 million in earnings, Messi expands his empire.
“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,” noted Pastore.
“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 added, “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.”
