Lionel Messi, the global football icon and Inter Miami star, has launched a new production company called 525 Rosario. The venture, which focuses on family-oriented programming and premium television content, is a collaboration with Smuggler Entertainment—the company behind the Apple TV+ docuseries “Messi’s World Cup: The Rise of a Legend” and “Messi Meets America.” The company aims to produce films, sporting events, and branded commercials for athletes worldwide.
“Entertainment has always been a passion of mine, whether on the field or off it,” Messi said. “I’m excited to partner with Smuggler Entertainment on this project and eager to expand it further, creating content and experiences that resonate globally.”
525 Rosario is named after Messi’s hometown in Argentina, symbolizing his deep roots and family values. According to the company, these values will be reflected in its projects, aiming to inspire and connect with audiences around the world.
The company’s headquarters will be based in Miami, where Messi currently plays, and Los Angeles. It will be overseen by Smuggler Entertainment CEO Tim Pastore, in collaboration with the Messi family.
“This venture is about more than just content—it’s about amplifying everything Leo Messi represents,” said Pastore. “We are excited to create global, premium content that not only entertains but also engages communities and promotes family-centered initiatives.”
In addition to producing major global content, 525 Rosario will prioritize inclusivity by championing diverse perspectives. It seeks to reach both the Latino and Hispanic communities. As well as Messi’s worldwide fan base, while embodying the values of innovation and teamwork that define Messi’s career.
