Lionel Messi’s meticulous approach to his commercial commitments has been revealed by Hollywood actor Will Ferrell, who says the Argentina captain follows a non-negotiable rule every time he steps onto a film set.According to Ferrell, Messi allows the production crew only 30 minutes to complete each scene involving him before leaving, regardless of whether filming has been completed.The introduction was born from fellow actor Steve Carell, who recently appeared alongside the eight-time Ballon d’Or winner in a global advertising campaign.
Will Ferrell reveals Messi’s tight filming deadline
Ferrell shared the story during an appearance The Dan Patrick ShowExplaining that he had learned about Messi’s filming routine from Carell after the pair worked on separate versions of the same commercial.“I talked to Steve Carell, who knew Messi,” Ferrell said.“I was in the domestic campaign for Lay’s potato chips; Steve was in the foreign campaign.”Carell featured alongside Messi in Lay’s recent ‘No Lay’s No Game’ campaign, which also starred David Beckham, Thierry Henry and Spanish midfielder Alexia Putellas.According to Ferrell, everyone involved in the production knew exactly how much time they had with the Argentine captain.“Apparently Messi was in, and Messi has a rule: when you hit the set, you have 30 minutes with Messi, and that’s it.”Ferrell added that the deadline created a hectic atmosphere behind the scenes.“So there was a frenzy of activity to face and take all the shots with Messi; otherwise, it’s out. Let’s go.”While Messi has never publicly discussed the reported rule himself, Ferrell’s account offers a rare glimpse into how one of the world’s busiest athletes manages his business schedule.
Lay’s star-studded campaign
The last appearance of Messi came in the world of Lay.No Lay’s No Game’ campaign, which brought together many of the biggest names in football with Hollywood actor Steve Carell.The ad centers on a football watch party hosted at David Beckham’s home, with Messi arriving with bags of Lay’s crisps before greeting guests, signing autographs and settling down to watch the match.Although the marketing looks relaxed on screen, Ferrell’s comments suggest that Messi’s behind-the-scenes filming process was carried out under a tightly controlled schedule.
One of the most requested sports ambassadors in the world
Messi has been one of the most recognizable commercial figures in sports throughout his career, making him one of the most sought-after athletes for global advertising campaigns.Over the years, he has appeared in campaigns for brands such as Adidas, Pepsi, Michelob Ultra, Gatorade and EA Sports.His long relationship with Adidas remains one of the most valuable endorsement deals in football.
Shoppers walk past an Adidas sportswear store displaying a poster of Argentina soccer star Lionel Messi during a FIFA World Cup promotional activity held at an outdoor mall in Beijing, Sunday, June 21, 2026. (AP Photo/Andy Wong)
After leaving Nike in 2006, Messi signed with Adidas before accepting a lifetime partnership with the German sportswear company in 2017.According to previous reports from Forbesthe deal is worth an estimated $25 million a year.
The record gains continue on and off the field
Messi’s commercial success mirrors his earnings as a player.He remains the highest paid footballer in Major League Soccer after signing a new three-year contract extension with Inter Miami.Figures released prior to that extension showed Messi receiving a base salary of $12 million and guaranteed annual compensation of $20.4 million.However, Inter Miami owner Jorge Mas has since indicated that Messi’s overall package is significantly higher once equity deals and commercial deals are included.Speaking earlier this year, Mas said the Argentine captain costs the club between $70 and $80 million a year.“The reason I need to have sponsors and for them to be world class is because the players are expensive,” said Mas.“I pay Messi – it’s worth every penny – but it’s $70 to $80 million a year. All in all.”This package includes not only his football salary, but also equity in the club and various contractual bonuses.Away from football, Forbes previously estimated Messi’s annual off-field earnings at around $70 million through sponsorships, endorsements and business partnerships.