Sony and Marvel have released a new promotional film for Spider-Man: Brand New Day, featuring football icon Lionel Messi in a playful crossover ahead of the FIFA World Cup 2026 knockout stage.
The 39-second ad follows Messi as he walks into a New York diner looking for Spider-Man. Instead, he encounters an excited Peter Parker, who eagerly tries to speak to his football hero before Spider-Man arrives. The film ends with Messi and the superhero swinging off together, blending football and pop culture in a light-hearted campaign.
The collaboration aligns with the excitement surrounding the FIFA World Cup 2026, where Messi will once again look to add to his remarkable World Cup legacy after leading Argentina to the title in 2022.
The campaign also adds to Messi’s growing portfolio of global brand partnerships, which includes collaborations with Lay’s, LEGO, OpenAI and Duracell.
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