Lionel Messi × Saudi Tourism Authority

Messi has served as a tourism ambassador for Saudi Arabia since 2022, promoting the kingdom's destinations under an agreement reported by The New York Times and Skift at roughly $25 million over three years — about $8.3 million a year, making it one of his largest known flat-fee arrangements.

Unlike his Apple and Adidas MLS arrangements, this is a classic image deal: fixed compensation for appearances, social posts and campaign content, with no revenue share or equity component. That makes the value easier to estimate but the relationship easier to end — flat-fee ambassadorships routinely lapse quietly at term.

As of mid-2026 the deal's current status hasn't been re-confirmed by primary reporting, so while the historical terms are High confidence, treat its ongoing annual contribution with more caution than the contractually locked Adidas relationship.