Argentine soccer star Lionel Messi presented its own audiovisual production company on September 19. The company was created in association with Smuggler Entertainment, which produced the two series about Messi’s career that have been recently launched (Messi’s World Cup: The Rise of a Legend and Messi Meets America), both premiered on streaming platform Apple TV+. Messi is currently playing for Inter Miami, a team included in the MLS (Major League Soccer), US soccer league.

The name of the company is 525 Rosario. Rosario is the Argentine city where the soccer star was born and 525 is the number of the house where he spent his childhood. The new company will produce movies, series, TV shows, live events and branded content.

Smuggler Entertainment CEO Tim Pastore has been appointed as CEO of the company, although it will operate under the oversight of the Messi family. Its headquarters will be located in Miami and Los Angeles.

In a press release, Messi noted: “Entertainment has always been a passion for me whether that be on the pitch or in other areas. I’m really motivated by the opportunity to pursue the project we created with Smuggler Entertainment and to expand it further to create content and experiences on a global scale through this new venture.” At the end of the video advertising the launch, the Argentine icon exclaimed: “Great things are coming”.