As the sun set over a seemingly endless expanse of open sea, Lionel Messi took a seat at the edge of a boat, stretched out a leg and posed for the photograph that would announce the beginning of his public partnership with Saudi Arabia.
The image, shared with Messi’s 400 million-plus followers on Instagram on May 9, 2022, was accompanied by a dual-language caption that read, "Discovering the Red Sea #VisitSaudi.” Hours earlier, he had been welcomed to the kingdom by Saudi Arabia’s tourism minister, who had boasted on Twitter that while it was Messi’s first visit to the country, "it will not be the last.”
Messi, who is regarded perhaps as global soccer’s greatest player, was starting to cash in on the new partnership: His photo-op in the Red Sea likely earned him approximately $2 million, the first step in fulfilling his agreement with the kingdom that is worth millions more.