Lionel Messi’s meticulous approach to his commercial commitments has been revealed by Hollywood actor Will Ferrell, who says the Argentina captain follows one non-negotiable rule whenever he steps onto a filming set.According to Ferrell, Messi allows production crews just 30 minutes to complete every scene involving him before leaving, regardless of whether filming has been completed.The insight emerged through fellow actor Steve Carell, who recently appeared alongside the eight-time Ballon d’Or winner in a global advertising campaign.
Will Ferrell reveals Messi’s strict filming deadline
Ferrell shared the story during an appearance on The Dan Patrick Show, explaining that he had learned about Messi’s filming routine from Carell after the pair worked on separate versions of the same commercial.“I talked to Steve Carell, who has met Messi,” Ferrell said.“I was in the domestic campaign for Lay’s potato chips; Steve was in the foreign campaign.”Carell featured alongside Messi in Lay’s recent ‘No Lay’s No Game’ campaign, which also starred David Beckham, Thierry Henry and Spain midfielder Alexia Putellas.According to Ferrell, everyone involved in production knew exactly how much time they had with the Argentina captain.“Apparently Messi was in, and Messi has a rule: when he hits the set, you got 30 minutes with Messi, and that’s it.”Ferrell added that the deadline created a frantic atmosphere behind the scenes.“So there was a frenzy of activity to hurry up and get all the shots with Messi; otherwise, he’s out. He’s vamos.”While Messi has never publicly discussed the reported rule himself, Ferrell’s account offers a rare glimpse into how one of the world’s busiest athletes manages his commercial schedule.
Star-studded Lay’s campaign
Messi’s latest appearance came in Lay’s global ‘No Lay’s No Game’ campaign, which brought together several of football’s biggest names alongside Hollywood actor Steve Carell.The advert centres on a football watch party hosted at David Beckham’s house, with Messi arriving carrying bags of Lay’s crisps before greeting guests, signing autographs and settling in to watch the match.Although the commercial appears relaxed on screen, Ferrell’s comments suggest the filming process behind Messi’s scenes was conducted under a tightly controlled timetable.
One of the world’s most in-demand sporting ambassadors
Messi has remained one of sport’s most recognisable commercial figures throughout his career, making him one of the most sought-after athletes for global advertising campaigns.Over the years, he has appeared in campaigns for brands including Adidas, Pepsi, Michelob Ultra, Gatorade and EA Sports.His long-standing relationship with Adidas remains one of the most valuable endorsement deals in football.
Shoppers walk by an Adidas sportswear store displaying a poster of Argentina soccer star Lionel Messi during an activity promoting the FIFA World Cup held at an outdoor shopping mall, in Beijing, Sunday, June 21, 2026. (AP Photo/Andy Wong)
After leaving Nike in 2006, Messi signed with Adidas before agreeing a lifetime partnership with the German sportswear company in 2017.According to previous reports from Forbes, the agreement is worth an estimated $25 million annually.
Record earnings continue on and off the pitch
Messi’s commercial success mirrors his earnings as a player.He remains the highest-paid footballer in Major League Soccer after signing a new three-year contract extension with Inter Miami.Figures released before that extension showed Messi receiving a base salary of $12 million and guaranteed annual compensation of $20.4 million.However, Inter Miami managing owner Jorge Mas has since indicated that Messi’s overall package is significantly higher once equity arrangements and commercial agreements are included.Speaking earlier this year, Mas said the Argentina captain costs the club between $70 million and $80 million annually.“The reason that I need to have sponsors and for them to be world class is because players are expensive,” Mas said.“I pay Messi—worth every penny—but it’s $70 to $80 million a year. Across everything.”That package includes not only his football salary but also equity in the club and various contractual bonuses.Away from football, Forbes has previously estimated Messi’s annual off-field earnings at approximately $70 million through sponsorships, endorsements and commercial partnerships.
