Lionel Messi, the legendary Argentine footballer, has taken over Hong Kong in a major promotional push by Inter Miami and adidas in the build-up to their friendly match with a select XI of the league’s players. Despite not playing in the game, Messi’s presence was felt as a traditional boat featuring his image sailed in Victoria Harbour, captivating adoring fans and creating a frenzy of excitement. The promotional efforts extended to video screens showcasing Messi’s image and pop-up stores offering merchandise, creating a buzz around the city.

The event also saw fans going wild for David Beckham, the owner of Herons, and the boy-band Mirror, adding to the excitement and anticipation surrounding the friendly match. The promotional activities have not only highlighted Messi’s influence but also served as a vital part of Hong Kong’s tourism strategy, with the government aiming to leverage his and Inter Miami’s presence to promote the area.

Despite Messi’s absence from the game, the promotional efforts and the adoration from fans reflect his enduring global appeal and influence. Inter Miami’s successful promotional campaign in Hong Kong sets the stage for their upcoming friendly matches, including a game against Japanese side Vissel Kobe and a match against Messi’s former club, Newell’s Old Boys, as part of their preparation for the 2024/25 season.