One of the world’s most recognizable sports stars is joining the fray to launch his own production company.
Lionel Messi, the footballer who jumped to the MLS Beckham-style in a late-career move to play for Inter Miami, has set up a film and TV banner titled 525 Rosario, a reference to his hometown address in Argentina. It’ll set up shop in both Miami as well as Los Angeles.
The shingle was formed as a joint venture between the Messi family and Smuggler Entertainment, the production company behind the Apple TV+ series Messi’s World Cup: The Rise of a Legend and Messi Meets America. 525 Rosario will get a CEO in Tim Pastore, who also runs Smuggler, produced Messi’s World Cup and holds producing credits on titles like Free Solo and Jane Goodall doc Jane.
The plan is for 525 Rosario to tackle editorial content, presumably more unscripted docs, as well as family-friendly fare and commercial branded storytelling in partnership with advertisers. The new joint venture will be repped by WME.
“Entertainment has always been a passion for me whether that be on the pitch or in other areas. I’m really motivated by the opportunity to pursue the project we created with Smuggler Entertainment and to expand it further to create content and experiences on a global scale through this new venture,” stated Messi.
In launching 525 Rosario, Messi joins fellow global stars like LeBron James (The SpringHill Co., Est. 2008), Steph Curry (Unanimous Media, Est. 2018), Peyton Manning (Omaha Productions, Est. 2020), Tom Brady (199 Productions, Est. 2020), Serena Williams (Nine Two Six Productions, Est. 2023) and Naomi Osaka (Hana Kuma, Est. 2022) in looking to directly produce content to sell to buyers that have increasingly turned to sports figures.
The production shingle marks an expansion for an athlete-star who ranks as the third highest paid sports figure globally, with $135 million in on and off-field earnings in the past year, per Forbes‘ 2024 tally.
“This new venture aims to highlight and build upon everything Leo Messi stands for through not only massive premium content on a global scale but also community outreach and family-focused initiatives,” noted Pastore. “We are very grateful to Leo and his family for the opportunity to create and partner on media experiences for local and worldwide audiences while pushing the boundaries of traditional genres.”
A statement attributed to the Messi family adds, “The goal remains to inspire and connect with people around the world in a completely new way, and we are looking forward to this venture. We would like to continue advancing in the entertainment sector, bringing new initiatives and productions with global reach through innovative storytelling, programming, and experiences.”