FORT LAUDERDALE, Fla. — Lionel Messi has gained global fame as a prominent sports and cultural figure. Now, he’s also being celebrated as a superhero.

Messi introduced his latest superhero toy, Captain Messi, in a partnership with Hard Rock International at an event on Tuesday. During the event, a young fan asked if he could utilize his new superpowers to help Inter Miami claim the MLS Cup championship.

Messi’s prowess on the field is undeniable as he prepares for Inter Miami’s playoff battle against Atlanta United at Chase Stadium on Friday. Entering the playoffs, he has just scored two hat tricks within a week — one while representing his national team and the other being his first in MLS. After recovering from a serious right ankle injury that sidelined him for two months, Messi feels stronger than ever following his performance that led Inter Miami to win the Leagues Cup title in August 2023 with an impressive tally of 10 goals in just seven matches.

Inter Miami has already secured the MLS Supporters’ Shield for having the best regular season record, and now, they aim for their third title during the Messi era.

“We will approach it as we have all year. I believe we are ready and filled with excitement for this playoff moment, and we will fight hard to achieve it,” Messi stated while meeting fans and signing shirts for children at the event at the Seminole Hard Rock Hotel and Casino.

As Messi strives for his 47th title with both his club and country, the interest surrounding him continues to grow and impact various sectors, including businesses and soccer supporters alike.

The MLS and Inter Miami’s TikTok accounts will broadcast a special live Messi cam that will focus entirely on the MVP frontrunner during Friday’s playoff matchup. This game will also be available for free on Apple TV, marking an exciting opportunity for fans.

“We’re making a substantial effort to celebrate Leo Messi’s historic debut in the MLS Cup Playoffs. This isn’t only a must-watch event; it’s a significant indicator for the entire postseason on MLS Season Pass,” commented Emeka Ofodile, Apple’s Global Head of Sports Marketing. “We’re aiming to make this match the most widely accessible in MLS Season Pass history, ensuring it reaches as many fans around the world as possible.”

FIFA president Gianni Infantino named Inter Miami as the host team for the upcoming FIFA Club World Cup, set to take place in the United States next summer, with hopes that the Argentine World Cup champion and eight-time Ballon d’Or recipient will shine as the event’s star.

“Inter Miami enjoys support from all across Florida and beyond for its thrilling style of play.  You have demonstrated that in the U.S., you are a leading football club,” Infantino stated in a press release.

This week, Messi and Latin music sensation Bad Bunny announced a new collaboration with Adidas, launching khaki-colored cleats that Messi wore while scoring three goals in just 11 minutes to set the MLS points record last week.

“Messi’s surname has become synonymous with greatness, bravery, and heart,” Bad Bunny expressed in a press statement. “It’s a dream honor to collaborate with him, one I never expected to achieve. Today, I’m incredibly thankful to represent our culture alongside the GOAT.”

Additionally, Messi has recently launched his first fragrance, Messi Eau de Parfum, available exclusively at JCPenney. The commercial highlights Messi as a footballer, a world champion, a father, and a gentleman with the slogan “Messi, more than we see.”

Notably, during a celebration after clinching the MLS Supporters’ Shield against the reigning champions Columbus Crew, the product placement of the Mas+ by Messi drink was evident as he held it up, the name prominently displayed.

The Captain Messi toy is included with kids’ meals at Hard Rock Cafe locations and can also be ordered online, alongside other branded kid-friendly merchandise such as backpacks, lunch bags, water bottles, and t-shirts. This continues a three-year partnership between Messi and Hard Rock, during which popular menu items like the Messi Burger and Messi Chicken Sandwich have gained significant attention in the company’s restaurants worldwide.

“He’s one of the most recognized figures globally with nearly half a billion followers, but it’s his personality, his beautiful outlook on life, and commitment to helping others and children that truly stands out,” remarked Jim Allen, chairman of Hard Rock International, discussing Messi. “He’s a true magician on the field, and his character—being a fair player who mentors others—is what makes him one of the finest athletes or celebrities to admire.”