Soccer star Lionel Messi has launched his own entertainment venture in partnership with streaming company SMUGGLER Entertainment. The new global content production company, named '525 Rosario', is driven by the football legend himself.
The name '525 Rosario' is inspired by the house number of Messi's family home and his hometown in the province of Santa Fe. The company's goal is to become a leading figure in creating premium content across television, film, live sports, community events, and immersive experiences. The focus of 525 Rosario will be on the values of family and community, which are fundamental to both Messi and the production company, according to information cited by Huffington Post.
The project will be overseen by the Messi family and Tim Pastore, co-founder of SMUGGLER Entertainment, who will act as the CEO of the new venture. "This company will highlight everything that Leo Messi represents, not only through premium global content but also via community initiatives centered around family. We are deeply grateful to Leo and his family for this opportunity to collaborate in creating content experiences that reach both local and global audiences while pushing the boundaries of traditional genres," said Pastore.
Operational Hubs and Representation
The production company will have offices in Miami and Los Angeles and will be represented by William Morris Endeavor (WME). SMUGGLER Entertainment, founded in 2002 by Patrick Milling-Smith and Brian Carmody, is renowned for its work in commercial entertainment, theatre, and music videos, with accolades including Emmys, Grammys, Tonys, and five Cannes Lions Palme d'Or awards.
Previous Collaborations
The relationship between Messi and SMUGGLER Entertainment is not a new one. They previously collaborated on the acclaimed Apple TV+ documentary series, “Messi’s World Cup: The Rise of a Legend,” which chronicles Messi's historic journey to winning the 2022 FIFA World Cup. They also produced “Messi Meets America,” documenting his entry into Major League Soccer with Inter Miami CF.