Lionel Messi Launches Content Studio 525 Rosario: ‘Entertainment Has Always Been a Passion for Me’

Lionel Messi is kicking off a new foray into Hollywood.

The global soccer superstar, who currently plays for Major League Soccer’s Inter Miami CF and the Argentina national team, has formed 525 Rosario, a content company that will develop and produce premium TV, film, live sports and community events. It also will produce branded content and commercials for athletes worldwide, including Messi.

525 Rosario is a joint venture between Messi and Smuggler Entertainment, which produced Apple TV+ docuseries “Messi’s World Cup: The Rise of a Legend,” highlighting Messi’s historic World Cup career and Argentina’s victory at the 2022 FIFA World Cup, and “Messi Meets America” (also for Apple TV+) following his arrival in the U.S. in 2023 to play for Inter Miami.

In a statement provided to Variety, Messi said: “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.”

525 Rosario is named after Messi’s hometown in Argentina (525 is the street number of the Messi family home). The venture’s moniker represents “the ultimate symbol of his roots, and will underpin the values of family and community, which are central tenets of the company,” according to the announcement. The new company will “embody the attributes of innovation and teamwork associated with Leo Messi, all while championing diverse perspectives for both the Latino and Hispanic community, and his global audience at large.”

WME is representing 525 Rosario. The company will be dual-headquartered in Miami and Los Angeles, operating under the supervision of the Messi family. Tim Pastore, co-founder and CEO of Smuggler Entertainment, will serve as chief executive officer.

The Messi family said in a statement, “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.”

Smuggler Entertainment’s Pastore commented, “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. 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.”