"Operation Image": The marketing of Messi (Feature)

By Sebastian Fest Jun 10, 2010, 15:41 GMT

Johannesburg - Still suffering a lack of affection from Argentine football fans, Leo Messi has arrived at the World Cup with a meticulous marketing plan to help find his way into their hearts.

'We find ourselves in a very sensitive situation regards how Messi is being treated in Argentina' one of those responsible for marketing the best player in the world told the German Press Agency dpa recently.

The marketing operation around the Barcelona striker has two faces. One is the protection and progressive recuperation of Messi's image in Argentina where he is accused of not loving the famous blue and white-striped shirt and not even knowing the words to the national anthem.

The other side of 'operation image' is to exploit to the maximum Messi's previously untapped commercial potential. To this end, at the end of 2009 'Leo Messi Management' was born.

The Messi image is now finally being exploited although at times this puts the player - a unashamed lover of a low profile and a simple life - in absurd situations.

That was the case in May when the Swiss watch makers Audemars Piguet launched a new campaign with the words: 'It really is a pleasure and a great honour for me to become part of such a prestigious family as that of the Audemars Piguet. It is one I have admired for a long time and this is the beginning of a beautiful human adventure based on strong values and shared visions.'

There is more chance of seeing Messi wearing a Brazil shirt than hearing him actually utter such a sentence but it is a small price to pay for a lucrative contract. Last week the 'Leo Messi Foundation' along with the sports brand Adidas - one of his main sponsors - presented a new book 'Leo Messi, the glory of football'.

According to Adidas the book reflects on 'the unrepeatable years 2009 and 2010 plagued (sic) with as much individual as team success, through splendid images and texts that also want to show the principle human values of the player.'

The 15 euros (19 dollars)that the book costs are destined to 'help with the health and education of disadvantaged children in Argentina and Spain'.

The intention fits with the aims of 'Leo Messi Management' who exercise strict control over interviews and the image of the player so that nobody doubts his patriotism or that his dream is that Argentina wins the World Cup that starts on Friday.

Jorge, Leo's father, and Rodrigo, his older brother, play an important part as does assessor Pablo Negre who is a former Barcelona director.

Messi would perhaps have to become the hero of an Argentina World Cup win in South Africa for his image to be successfully marketed there. Argentine companies prefer the image of Martin Palermo and Juan Veron to Messi.

But it is with the veteran Veron that Messi, who celebrates his 23rd birthday in two weeks, will be sharing a room during the World Cup. Perhaps he can find time to share the secrets of transforming a global icon into an Argentine idol after years of national resistance.