How much money did the Messi family make after Argentina won the championship? How many times did the endorsement fees increase?

On December 18, 2022, at the Lusail Stadium in Qatar, Argentina defeated France 4-2 in a penalty shootout to win the World Cup. This is Messi's fifth World Cup. At the age of 36, he finally won the last Hercules Cup of his career. During the award ceremony, Sheikh Tamim put Messi in the traditional black Arab robe Bisht. This scene became one of the most classic scenes in football history.

After winning the championship, the Messi family began to enter a period of capital explosion. Commercial endorsements, brand investments, Miami International's investment in shares, and family foundations are all in full swing. In three years, the total assets of the Messi family have soared from an estimated US$600 million before winning the championship to approximately US$1.5 billion, an increase of 2.5 times. This kind of speed is rare among sports stars.

Triple jump in endorsement fees

Before winning the championship, Messi's annual endorsement income was about 65 million US dollars, and he signed with 13 global brands. Immediately after winning the championship, 4 brands came to us to renew or sign new contracts, all with prices doubled.

PepsiCo renewed the contract for eight years, raising the annual contract amount from US$6 million to US$15 million. Adidas activated the terms of Messi's lifetime contract, with a guaranteed annual base of US$50 million plus sales commission. Visa signed a new five-year contract with an annual payment of US$8 million. Headphone brand Beats signed a single contract for a total of US$30 million over three years.

Messi's annual endorsement income in 2024 will exceed US$150 million, 2.3 times that before winning the championship. This number makes him the highest-paid football player in the world, surpassing Cristiano Ronaldo.

Leverage for Inter Miami’s stake

In July 2023, Messi joined the American MLS League Miami International Club. On the surface, this is a retirement operation before retirement, but in fact it is the most astute business layout of the Messi family.

The terms of the contract include two key points. The first is that Messi gets about $50 million in salary plus bonuses from Miami every year. The second is the equity clause attached to the contract. Messi has the right to purchase 15% of Inter Miami's shares at a low price after retiring.

Inter Miami was originally valued at US$500 million, but after Messi joined, the valuation soared to US$1.5 billion. If Messi really implements the equity terms in the future, it is equivalent to using US$200 million to buy US$2.2 billion in assets, and he can earn US$2 billion in a single operation. This is Messi’s real pension plan.

Astronomical figures for jersey sales

In the first week after Messi joined Inter Miami, 15 million jerseys were sold worldwide, with a unit price of US$100, and total sales of US$1.5 billion. This number broke the record for all players in the history of the MLS league and was five times the sales of Ronaldo in the first week after joining Juventus.

According to Messi's contract with Adidas, he can get 12% from this sale. Miami's jersey share in the first week alone brought him US$180 million in income, which is equivalent to his salary of playing in Europe's top leagues for seven years.

Argentinian domestic brand effect

Messi's victory allowed Argentina's domestic brands to reap dividends. The stock price of YPF Petroleum Company, the official sponsor of the Argentine Football Association, rose by 18% in three days after winning the championship. Sales of Argentina national team jerseys have quadrupled, and Adidas Argentina branch’s sales will increase by 240% in 2023.

Messi's hometown of Rosario saw a surge in tourism from the day he won the championship. A small town that was originally unknown has suddenly become a pilgrimage site for fans around the world. The stadium where Messi played in his childhood receives 5,000 tourists every day, and the hospital where Messi was born has become a tourist attraction.

Expansion of the family foundation

Leo Messi Foundation The Messi Family Foundation was established in 2007 and is mainly a children's charity. After winning the championship, the foundation expanded comprehensively. In 2023, the amount of funds raised jumped from US$5 million before winning the championship to US$50 million, a tenfold increase.

The foundation's business has expanded from pure charity to education investment, hospital donations, and football youth training. It has branches in Argentina, Barcelona and Miami. Messi allocates assets through the foundation, enjoys tax-free treatment, and also establishes long-term social influence through charity.

brother agent rodrigo

Messi's older brother, Rodrigo Messi, is his business agent and the family's financial manager. Rodrygo controls all negotiations for Messi's commercial contracts, from endorsement fees to image royalties to player salaries.

Rodrigo's independently operated family office managed more than US$800 million in assets in 2023, with diversified investments in real estate, hotels, wineries, and venture capital funds. The Messi family has large properties in Spain, Argentina, the United States, and Andorra.

This family office model is standard for the top wealthy. Rodrigo transformed the Messi family from a mere star family into a multinational asset management group.

The explosion of real estate investment

The Messi family bought two luxury homes in Miami. One is an $11 million villa in Bal Harbor. One is a $24 million ocean view condo in Miami Beach. The market values ​​of the two properties in 2023 have risen to US$15 million and US$35 million respectively.

Renting out an old mansion in Barcelona earned €1 million last year. Rosario's hometown villa serves as the family base. A tax-shelter mansion in Andorra serves as the headquarters of a family office. This global asset allocation allows the Messi family to protect against currency and tax risks.

Wife Antonella’s fashion business

Messi's wife Antonella Roccuzzo has kept a low profile since marrying Messi in 2017. After winning the championship, she began to disclose her fashion business and launched her personal clothing brand Sarah Anto in 2023.

This brand has risen rapidly relying on the Messi effect. Global sales were US$3 million in the first month of opening, and annual sales will exceed US$50 million in 2024. Antonella herself became a fashion blogger, and her Instagram followers increased from 20 million before winning the championship to 45 million now.

The family's business interests are not only in football, but also extend to fashion, lifestyle, and media content. The Instagram business run by Messi and his wife is estimated to be worth more than $800 million.

Taxes and disputes

The size of the Messi family's assets has also brought tax controversies. In 2017, Messi was sentenced to 21 months in prison in Spain for tax evasion, which was suspended. This incident has made Messi’s tax planning extremely cautious.

After joining Inter Miami, Messi had to pay double taxes in the United States and Argentina. The family office hired an international tax firm to coordinate and allocate assets in low-tax areas. This operation is legal but falls into a gray area. If countries cooperate in combating tax avoidance in the future, the Messi family will face huge adjustments.

Business landscape after retirement

The industry estimates that Messi can continue to earn about US$3 billion after his retirement, including Miami equity, long-tail brand endorsements, family foundations, commercial real estate, and media content copyrights. Messi himself has publicly stated that he will continue to play until 2028 or even beyond, and earn an additional US$200 million for each additional year of playing.

Winning the championship is not only a victory in football career, but also the starting point for the explosion of business territory. Messi has transformed from a great player into a global business IP, and his family has transformed from an ordinary middle class into a multinational capital empire. This lever of wealth leveraged by a Hercules Cup is one of the most classic business cases in football history.