Lionel Messi is taking on a new role off the pitch.
The global football icon has launched his own production company, 525 Rosario, setting his sights on the world of film, television, and storytelling. Based in Miami and Los Angeles, the company will focus on creating family-friendly content, sports-focused productions, and branded projects for athletes around the world.
The new venture is a collaboration with Smuggler Entertainment, the creative team behind Messi’s recent Apple TV+ documentaries Messi’s World Cup: The Rise of a Legend and Messi Meets America. Now, the two sides are teaming up to build a larger platform dedicated to original programming and global entertainment projects.
The name 525 Rosario pays tribute to Messi’s roots — referencing his hometown of Rosario, Argentina — and reflects his commitment to family values and cultural pride. This personal touch signals that the company will not only tell stories, but share experiences grounded in identity and emotion.
According to the Messi family, the goal is to reach audiences in a new way, connecting through stories that entertain and inspire. They plan to bring fresh ideas into the entertainment world while continuing to celebrate their heritage and share messages of unity and passion.
The company will be overseen by Smuggler Entertainment’s CEO Tim Pastore, alongside Messi and his family. Together, they aim to explore new formats, push creative boundaries, and use Messi’s influence to expand opportunities for storytelling across different cultures.
Messi’s move into entertainment doesn’t mean he’s stepping away from football. Still playing for Inter Miami, the soccer legend is balancing his athletic career with this new creative outlet. His team hopes to blend his global reach with meaningful, innovative projects — from sports documentaries to family-centered programs and campaigns with social impact.
525 Rosario also plans to spotlight Latino and Hispanic voices, with a mission to tell diverse stories that reflect the broader global community. Through a mix of high-quality content and personal storytelling, the company wants to build something lasting — rooted in the values Messi has shown throughout his career: teamwork, resilience, and connection.
For fans, it’s a chance to see a new side of Messi — not just as an athlete, but as a storyteller helping shape what the next chapter of sports and entertainment could look like.