Lionel Messi has added a fresh twist to the long-running debate over football’s greatest player through a new advertising campaign with Michelob ULTRA.
The Argentina captain teamed up with the beer brand for its “Tab Closed” campaign, which presents his international career as a bar receipt.
The receipt highlights Messi’s major achievements with Argentina, including the 2022 FIFA World Cup, Copa America titles, Olympic gold and Finalissima victory. It ends with the words: “GOAT debate – settled.”
Messi shared the campaign on Instagram shortly after announcing his retirement from international football, adding another moment to a career that has been closely linked to his rivalry with Cristiano Ronaldo for nearly two decades.
The campaign uses Messi’s honours with Argentina as his playful response to the GOAT debate.
His major international breakthrough came with the 2021 Copa America, followed by his World Cup triumph in Qatar in 2022. He later helped Argentina retain the Copa America title in 2024.
The post has once again revived the familiar Messi-Ronaldo debate, with the campaign making clear which side it backs.
