Argentine football legend Lionel Messi has recently taken on the role of ambassador for the Saudi luxury clothing brand, Sayyar. In a campaign featured on the brand’s Instagram page, Messi showcased traditional attire, including a crisp white thobe and a red-and-white scarf.

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The campaign video captures Messi adjusting his headdress and ends with him holding an orange box displaying the brand’s name. This partnership is not Messi’s first association with Saudi Arabia; he previously served as the ambassador for the Saudi Tourism Authority’s global marketing campaign, “Saudi, Welcome To Arabia,” launched in January. The campaign aimed to challenge misconceptions about the destination, inviting audiences to experience Saudi Arabia’s vibrant cultural transformation.

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In May of last year, Messi visited At-Turaif, a UNESCO World Heritage Site, during a family trip to Saudi Arabia. He enjoyed a guided tour and a dining experience at Al-Bujairi Terrace, and explored modern entertainment districts like VIA Riyadh and Boulevard Riyadh City. Messi also interacted with Arabian heritage, including visiting the Arabian Horse Museum and posing for pictures with a white falcon on his arm.