525 Rosario
Media & Production — Messi's role: Co-founder (JV w/ SMUGGLER). Launched Sep 2024.
Last updated 4 August 2026 · Sourced public estimates
At a glance
- Entity
- 525 Rosario
- Type
- Media & Production
- Role
- Co-founder (JV w/ SMUGGLER)
- Value
- Early stageSourceVariety / SBJVerified
- Status
- Launched Sep 2024
- Source
- Variety / SBJ
525 Rosario — named for his hometown — is Messi's media and production company, launched in September 2024 as a joint venture with SMUGGLER Entertainment, operating out of Miami and Los Angeles and represented by WME. Its slate spans family programming, premium TV and film, live sports content and branded athlete storytelling.
The commercial logic mirrors what LeBron James did with SpringHill: stop renting your story to broadcasters and own the IP. Messi's image rights already generate tens of millions a year through Limecu; a production arm converts that fame into durable, saleable content assets.
It is early-stage with no public financials, so it contributes essentially nothing to today's net-worth estimate — this is an option on the post-retirement decade, not a current earner. Existence: Verified. Financials: not public, and we say so.