A significant marketing campaign has been launched by Inter Miami and adidas in Hong Kong ahead of their friendly match featuring an all-star team from the league. Prior to their 4-1 victory, Messi’s likeness was displayed on a traditional boat. Fans went crazy for boy band Mirror and Herons owner David Beckham before the game.

With Messi’s picture appearing on video screens and pop-up shops dotted throughout the city where supporters can purchase shirts and other memorabilia, Inter Miami has made an impression on Hong Kong. Messi hasn’t been to Hong Kong in ten years, and even though supporters may purchase shirts with the names of Luis Suarez, Jordi Alba, and Sergio Busquets, one has to assume Messi will be outperforming his friends.

According to Marketing-Interactive, Messi is considered a key component of Hong Kong’s tourist strategy, and the government is expecting that his and Inter Miami’s participation would help to market the region. It seems insignificant that he never set foot on the field.

After defeating the Hong Kong XI on Sunday, Inter Miami will play another friendly against Vissel Kobe on Wednesday in order to continue getting ready for the 2024–25 campaign. Next, they take on Newell’s Old Boys, Messi’s previous team.