As excitement surrounding the FIFA World Cup 2026 continues to grow, Lionel Messi has stepped into the spotlight once again—this time outside the football pitch. The Argentine captain stars in a new global marketing campaign launched by Sony Pictures and Marvel Studios to promote "Spider-Man: Brand New Day," the next chapter in the blockbuster superhero franchise.

The campaign marks the first collaboration between Messi and actor Tom Holland, who reprises his role as Peter Parker and Spider-Man.

Football Meets the Marvel Universe

Set in New York City, the promotional teaser shows Messi using a new interactive app called Spidey Tracker, developed in partnership with Samsung, to locate Spider-Man.

When he arrives at the meeting point, Messi encounters Peter Parker. Moments later, Parker transforms into Spider-Man, leading to an action-packed sequence as the two make their way through the city's skyline.

The campaign blends humor, cinematic visual effects, and references to both football and the Marvel universe, capitalizing on the worldwide attention generated by the 2026 FIFA World Cup.

A Global Marketing Strategy

Messi's participation is part of Sony Pictures' international promotional campaign ahead of the film's theatrical release.

In addition to the teaser, the campaign features exclusive digital content, social media activations, and the interactive Spidey Tracker experience, allowing fans to engage with the Spider-Man universe in new ways.

Sony selected Messi because of his unmatched global recognition and the unprecedented international audience following this year's FIFA World Cup, hosted by the United States, Mexico, and Canada.

Spider-Man Returns to the Big Screen

"Spider-Man: Brand New Day" is scheduled to premiere in theaters on July 31, 2026.

The story takes place several years after the events of Spider-Man: No Way Home, with Peter Parker living in a world where no one remembers his identity. As New York faces new threats, Spider-Man must once again embrace his role as the city's protector.

The film stars Tom Holland, alongside Zendaya, Jon Bernthal, Mark Ruffalo, and Sadie Sink.

By bringing together Lionel Messi and Spider-Man, Sony Pictures aims to connect two of the world's most influential entertainment forces: global football and the Marvel Cinematic Universe.