Messi and Tom Holland Collaborate in a Spider-Man Advertisement, What is the Value of Their Contract?

Lionel Messi is once again in the spotlight, this time not for his performances on the football pitch, but for his appearance in the promotional video for the film Spider-Man: Brand New Day alongside actor Tom Holland. This unique collaboration between the global football megastar and the actor who portrays Peter Parker immediately captured public attention, while also raising one major question: how much was Messi paid to feature in this advertisement?

To date, neither Sony Pictures nor Lionel Messi's management team have disclosed the official value of their partnership contract. However, multiple industry analysts have published estimated figures for the compensation received by the Argentina national team captain.

According to projections from the International Business Times, Messi's fee is expected to fall between 1 million and 5 million US dollars, equivalent to approximately IDR 17.9 billion to IDR 89.7 billion depending on the prevailing exchange rate.

This sum is deemed reasonable given Messi's standing as one of the most commercially valuable athletes in the world. The final contract value is also shaped by numerous variables: image usage rights, campaign runtime, exclusivity clauses, required promotional commitments, and potential additional involvement in social media marketing activities.

Analysts have further indicated this figure could still rise. For reference, Messi reportedly earned 14 million US dollars for his 2024 Super Bowl commercial appearance. As such, a total fee of up to 15 million US dollars remains entirely plausible should the Sony Pictures agreement cover an expanded full promotional package.

This promotional video was released by Sony Pictures on 30 June 2026 local time, as part of the large-scale marketing rollout ahead of the theatrical launch of Spider-Man: Brand New Day.

In the advertisement, Messi enters a coffee shop where he encounters Peter Parker in his civilian identity.

The dynamic shifts when Messi displays a Spider-Man tracking application on his phone, and reveals he has been searching for the web-slinger across the entire city.

Moments later, Peter Parker slips away into the shop's back room. Shortly afterwards, Spider-Man emerges and immediately invites Messi to join him.

The standout sequence shows the pair swinging between downtown skyscrapers using spider-webs. Messi delivered a surprisingly natural performance in his role, earning widespread praise from both football supporters and superhero film audiences.

This collaboration is Messi's latest appearance in a global advertising campaign in the lead-up to the 2026 FIFA World Cup. His status as a universal sporting icon means the Inter Miami player remains one of the most in-demand brand ambassadors for major international companies.

Meanwhile, Spider-Man: Brand New Day is scheduled to premiere in cinemas worldwide from 31 July 2026. Casting Lionel Messi in promotional material is recognised as a core Sony Pictures strategy to expand the film's reach to broader global audiences.