Lionel Messi’s retirement from international football does not just leave Argentina with an enormous sporting void to be fill. At a stroke it has also removed the country’s most valuable sporting commercial asset.
For more than two decades, Argentina could offer sponsors, broadcasters, and friendly-match organisers something no other national team possessed — Messi wearing the famous blue-and-white shirt.
And whilst the Argentine Football Association continues to boast the likes of talent such as Julián Álvarez, Enzo Fernández, and Lautaro Martínez, none of them come close to matching Messi’s global drawing power.
Shirt sales may be one of the most immediate visible effects. Argentina shirts carrying Messi’s name and number ten have been bought far beyond the country’s traditional support base. Many of those who bought the shirts were not even Argentina supporters, but were followers of Messi.
Although Adidas received most of the money generated by retail shirt sales, the Argentina Football Association still enjoyed considerable ancillary benefits. Exceptional demand for Messi shirts strengthened the Argentina brand, increased the value of its kit agreement, and improved its position in wider sponsorship and commercial negotiations. The AFA’s contract with Adidas runs until 2038, providing some protection, but future merchandise sales and commercial agreements will no longer be supported by Messi’s extraordinary appeal.
The more immediate loss could come from friendly matches.
Since winning the 2022 World Cup, Argentina have been able to command enormous appearance fees overseas, particularly in Asia, Africa, and the Middle East. Organisers were not simply paying to host the world champions. They were buying the opportunity to advertise an appearance by Messi, fill a large stadium, charge premium ticket prices, and attract broadcasters and sponsors.
Angola paid Argentina US $12 million for their visit to Luanda in November 2025. Although the AFA maintained that its net return after tax was closer to $7 million, it was still an extraordinary sum for one match. Messi played, scored, and supplied an assist in a 2–0 victory
His importance was also demonstrated in China. Tickets for Argentina’s 2023 friendly against Australia in Beijing reached approximately $680, yet still sold rapidly. Following his retirement, plans for another lucrative Asia tour were abandoned, with Messi’s involvement having been central to negotiations.
Argentina will continue to receive appearance fees, but the sums are unlikely to remain as high. Promoters can charge hundreds of dollars for tickets when Messi is the attraction. Such prices become harder to justify for an ordinary friendly, however accomplished the remaining players may be.
Whilst Argentina have lost their captain, record appearance-maker, and record goalscorer, the country’s football association but adjust to the departure of their major money spinner. The figure who made every shirt, sponsorship agreement, and friendly appearance worth considerably more.
