Argentine football icon Lionel Messi has embraced a new role as the ambassador for the luxury clothing brand Sayyar in Saudi Arabia. In a recent campaign showcased on the brand’s Instagram page, Messi, known for his tenure with Inter Miami, was captured donning the complete traditional attire — a pristine white thobe complemented by a red-and-white scarf. The campaign video depicts Messi posing for the camera and adjusting the headdress, concluding with him holding an orange box adorned with the brand’s naмe.

This isn’t the first time Messi has been associated with campaigns linked to Saudi Arabia. Earlier in January, the Saudi Tourism Authority launched a global marketing initiative under the banner of “Saudi, Welcome To Arabia,” featuring Messi as its ambassador. Rolled out across strategic markets in Europe, India, and China, the “Go Beyond What You Think” campaign aimed to dispel misconceptions about the destination and invited audiences to explore the vibrant cultural transformation underway in Saudi Arabia. 

Additionally, in May of the preceding year, Messi visited At-Turaif, a UNESCO World Heritage Site in Diriyah, during his trip to Saudi Arabia accompanied by his family. The visit included a guided tour of Diriyah, dining at Al-Bujairi Terrace, exploring modern entertainment and retail districts such as VIA Riyadh and Boulevard Riyadh City, and interacting with purebred Arabian horses at the Arabian Horse Museum. Messi also posed for photos while holding a white falcon on his arm, capturing memorable moments of his visit.