Lionel Messi as a Global Icon: The Player as Personal Brand in the History of FC Barcelona

Abstract

The main objective of the following chapter is to provide a comprehensive analysis of Lionel Messi's identity as a global icon and brand of FC Barcelona. Our study also explores the subtleties of the globalisation of football, the emergence and development of players as global brands, the effects of Messi's transfer to PSG and the rise of FC Barcelona's women's team. The methodology was based on a qualitative case study (Stake, 2005), gathering data from various sources, including newspapers, bibliographic materials and Messi's official website. After an in-depth analysis, the results show that the Argentine player was a fundamental and irreplaceable asset to FC Barcelona in the sports, economy and identity areas.