Lionel Messi’s production company, 525 Rosario, has made its first major executive hires since its launch in September. The company named Crystal Caicedo, a former CAA Global TV agent, as VP of Content Development, and María Sol Messi, Lionel Messi’s sister, as Senior Director of Brand Strategy and Creative.

Headquartered in Miami and Los Angeles, 525 Rosario—named after Messi’s hometown in Argentina—operates in partnership with Smuggler Entertainment, with Tim Pastore as CEO. The company focuses on producing family-friendly programming, cultural narratives, and globally resonant stories across film, television, and other media.

Caicedo, based in Miami, brings extensive experience representing clients like Salma Hayek and Eugenio Derbez and packaging major projects for platforms like Netflix and Amazon. She will lead the development of new content for 525 Rosario. María Sol Messi, starting in January 2025, will oversee brand strategy and serve on the company’s greenlight committee. Previously, she was Chief Creative Officer at Stars Connections and Brand Manager for The Messi Store.

CEO Pastore praised both hires for embodying the company’s values of excellence and innovation as it looks to redefine the media landscape in 2025.