Messi’s exit puts Argentina’s $150m football revenue at risk

Lionel Messi’s departure from international football could pose a major commercial challenge for Argentine football, raising questions about whether the national team can sustain its global sponsorship appeal without its biggest star.

For more than two decades, Messi has been the face of Argentina’s national team, driving jersey sales, attracting sponsors and filling stadiums around the world. His success on the pitch, including World Cup and Copa América triumphs, has helped turn the Albiceleste into one of football’s most recognisable global brands.

That popularity has also fuelled the commercial expansion of the Argentine Football Association (AFA). However, maintaining that momentum without the eight-time Ballon d’Or winner could prove difficult.

According to a report by The Times, the AFA had only six global sponsors in 2017. The number has since grown to more than 120 commercial partners worldwide, with Messi’s individual popularity and Argentina’s sporting achievements both contributing to that expansion.

The report puts the AFA’s annual revenue from commercial agreements at around $150 million, accounting for more than half of its total income. Messi’s absence could therefore raise concerns over whether international brands will maintain the same level of interest in Argentine football.

While Argentina’s recent success and the emergence of other star players may continue to attract sponsors, replacing Messi’s extraordinary global reach will be a significant challenge.

The scale of his commercial appeal was evident in the overwhelming demand for what was described as his final appearance for Argentina. The match against Benin in Buenos Aires reportedly sold out its 85,000 tickets within a short period.

According to Forbes Argentina, ticket sales alone generated approximately $13 million for the AFA.

The interest extended beyond the stadium, with the match also drawing substantial international television audiences. The response underscored Messi’s enduring influence on Argentina’s football culture and his ability to attract fans across international markets.

For the AFA, the challenge is no longer limited to filling the leadership void on the pitch. It must also find ways to preserve its commercial appeal, retain major sponsors and build new global stars capable of sustaining interest in the national team.

Messi’s eventual international retirement could thus mark a significant transition for Argentine football, testing whether the team’s sporting success and worldwide following can maintain their commercial momentum beyond one of the greatest players in its history.