Lionel Messi to launch US prodco JV alongside Smuggler Entertainment

Argentinian World Cup-winning footballer Lionel Messi is getting into the production game with the launch of 525 Rosario, a Miami- and LA-based company focused on TV and film.

The joint-venture is a partnership between the Messi family and Smuggler Entertainment, which produced shows including the Apple TV+ series Messi’s World Cup: The Rise of a Legend and Messi Meets America.

Smuggler Entertainment CEO and co-founder Tim Pastore, who was previously the CEO of All3Media America, in addition to holding executive posts at National Geographic, BBC Worldwide and Discovery, has been named CEO of 525 Rosario.

The company, which is a reference to the street number of the soccer star’s family home, said it will develop and produce television, film, live sports and community events, in addition to branded content and athlete commercials. It is being represented by talent giant WME.

“Entertainment has always been a passion for me, whether that be on the pitch or in other areas. I’m really motivated by the opportunity to pursue the project we created with Smuggler Entertainment and to expand it further to create content and experiences on a global scale through this new venture,” said Messi.

Pastore said: “This new venture aims to highlight and build upon everything Leo Messi stands for, through not only massive premium content on a global scale but also community outreach and family-focused initiatives.”

He added that 525 Rosario will “create and partner on media experiences for local and worldwide audiences while pushing the boundaries of traditional genres.”