quality:corruption, information:classification, structural:expansion, linguistic:voice_change
In popular culture

Messi was the world's highest-paid footballer for five years out of six between 2009 and 2014; he was the first player to exceed the €40 million benchmark, with earnings of €41 million in 2013, and the €50–€60 million points, with income of €65 million in 2014. Messi was second on Forbes list of the world's highest-paid athletes, after Ronaldo, with income of $81 million from salary and endorsements in 2015–16. In 2018 he was the first player to exceed the €100m benchmark for a calendar year, with earnings of €126m ($154m) in combined income from salaries, bonuses and endorsements. Forbes ranked him the world's highest-paid athlete in 2019. From 2008, he was Barcelona's highest-paid player, receiving a salary that increased incrementally from €7.8 million to €13 million over the next five years. Signing a new contract in 2017, he earned $667,000 per week in wages, and Barcelona paid him $60 million as a signing on bonus. His buyout clause was set at $835 million (€700 million). In 2020, Messi became the second footballer, as well as the second athlete in a team sport, after Ronaldo, to surpass $1 billion in earnings during their careers.

In addition to salary and bonuses, much of his income derives from endorsements; SportsPro has consequently cited him as one of the world's most marketable athletes every year since their research began in 2010. His main sponsor since 2006 is Adidas. As Barcelona's leading youth prospect, he was signed with Nike since age 14, but transferred to Adidas after they successfully challenged their rival's claim to his image rights in court. Messi established himself as their leading brand endorser; from 2008, he had a long-running signature collection of Adidas F50 boots, and in 2015, became the first footballer to receive his own sub-brand of Adidas boots, the Adidas Messi. Since 2017, he has worn the latest version of the Adidas Nemeziz. In 2015, a Barcelona jersey with Messi's name and number was the best-selling replica jersey worldwide. At the 2022 World Cup, Adidas sold out Messi's No. 10 Argentina jersey worldwide.

As a commercial entity, Messi's brand has been based exclusively on his talents and achievements as a player, in contrast to arguably more glamorous players like Ronaldo and David Beckham. At the start of his career, he thus mainly held sponsorship contracts with companies that employ sports-oriented marketing, such as Adidas, Pepsi, and Konami. From 2010, concurrently with increased achievements as a player, his marketing appeal widened, leading to long-term endorsement deals with luxury brands Dolce & Gabbana and Audemars Piguet. Messi is a global brand ambassador for Gillette, Turkish Airlines, Ooredoo, and Tata Motors, among other companies. Messi was the face of Konami's video game series Pro Evolution Soccer, appearing on the covers of PES 2009, PES 2010, PES 2011 and PES 2020. He subsequently signed with rival company EA Sports to become the face of their series FIFA and appeared on consecutive covers from FIFA 13 to FIFA 16.

Messi was among the Time 100, an annual list of the world's most influential people, in 2011, 2012 and 2023. His fanbase on Facebook is among the largest of public figures: within seven hours of its launch in April 2011, Messi's Facebook page had nearly seven million followers, and by July 2023 he had over 114 million followers, the second highest for a sportsperson after Cristiano Ronaldo. He has over 500 million Instagram followers, the second highest for an individual and sportsperson after Ronaldo. His World Cup celebration post from 18 December 2022 is the most liked post on Instagram with over 70 million likes. According to a 2014 survey in 15 international markets, Messi was familiar to 87% of respondents around the world, of whom 78% perceived him favourably, making him the second-most recognised player globally, behind Ronaldo, and the most likable of all contemporary players. On his economic impact on the city in which he plays, Terry Gibson called him a "tourist attraction".

Madame Tussauds unveiled their first wax sculpture of Messi at Wembley Stadium in 2012. A gold replica of his left foot, weighing 25 kg (55 lb) and valued at $5.3 million, went on sale in Japan in 2013 to raise funds for victims of the 2011 Tōhoku earthquake and tsunami. In 2013, a Turkish Airlines advertisement starring Messi, in which he engages in a selfie competition with Kobe Bryant, was the most-watched ad on YouTube in 2013, receiving 137 million views, and was voted the best advertisement of the 2005–15 decade to commemorate YouTube's founding. World Press Photo selected "The Final Game", a photo of Messi facing the World Cup trophy after Argentina's final defeat to Germany, as the best sports image of 2014. Messi, a documentary by filmmaker Álex de la Iglesia, premiered at the Venice Film Festival in August 2014.

In June 2021, Messi signed a five-year deal to become an ambassador for the Hard Rock Cafe brand. He stated, "sports and music are an integral part of my life. It is an honor to be the first athlete to partner with a brand who has a history of teaming with music legends." In May 2022, Messi was unveiled as Saudi Arabia's tourism ambassador. Due to Saudi Arabia 's poor human rights record, Messi was condemned for the role which was viewed as an attempt of Saudi sportswashing. In April 2023, Messi was featured in the 200 year old Thrissur Pooram festival in Kerala, India. During Thrissur Pooram, which is one of the largest festivals in Asia, umbrellas carrying the illuminated cut outs of Messi holding the World Cup trophy were displayed on the top of caparisoned elephants during the Kudamattam ceremony.