Messi’s Instagram audience is predominantly male (72%) and young (85% under 34 years old), with Brazil leading in followers at 12%, followed by India (8.1%), Argentina (6.5%), and the United States (6.2%). About 30% of his followers are English speakers, according to KORE.

The 36-year-old Argentine ranks third in Sportico’s list of the 100 highest-paid athletes of 2023, earning $130 million, with $65 million from sponsors. Over his career, he has amassed nearly $1.4 billion from salaries, bonuses, and endorsements. His status as the world’s greatest soccer player ensures his enduring appeal as a brand ambassador even after retirement, buoyed by his massive following of 500 million on Instagram.

KORE estimates that 45% of all brand value generated on social media comes from Instagram, which remains dominant despite competition from Snapchat and TikTok. Fans gravitate towards raw and point-of-view content like stories and reels, making them preferred formats for athletes due to their ease of production, according to Kraus.