Skift Take
Saudi Arabia is being additional mindful, leaving absolutely nothing to possibility while attempting to provide its international image a transformation.
Peden Doma Bhutia
“Great memory investing a sensational day exploring Diriyah with my household, the birth place of the Saudi state and home to 300 years of history. #visitsaudi #Diriyah @visitdiryah”
Posted 5 weeks earlier, this Instagram post from renowned footballer Lionel Messi on Saudi Arabia, marked as a paid partnership with Visit Saudi, has garnered around 17 million likes and more than 78,000 remarks.
Messi has an enormous following of 472 million Instagram users and has actually been providing periodic looks into his travels to Saudi Arabia, which go back to May 2022.
These posts become part of the contractual commitments described in his partnership with Saudi Arabia’s tourism authority, according to a new report in the New York Times– a deal that might make him a staggering $25 million over three years.
What Does Messi’s Agreement Specify
According to the Times, the contract requires Messi to act as an ambassador for Saudi Arabia’s prospering tourism industry, sharing his sees and experiences on his social networks platforms.
Defining obligations and corresponding payments, the agreement entitles Messi to a payment of roughly $2 million for a minimum of one annual family trip lasting 5 days or 2 getaways of three days each. The Saudi government covers travel costs and offers first-class accommodations for Messi, in addition to up to 20 member of the family and pals.
An extra $2 million for promoting Saudi Arabia on Messi’s social networks accounts, needing 10 devoted posts each year specifically dedicated to promoting the kingdom. This is different from the promotion of his individual getaways to Saudi Arabia.
Around $2 million more for participation in an annual tourism campaign. Messi and the Saudi authority teamed up on the first campaign, a diligently produced video set in the desert, which was launched in November.
Another $2 million designated for charitable work and public appearances.
One essential provision, according to the Times: Messi can not say anything that might “taint” Saudi Arabia.
Up until now, the information of Messi’s contract with the tourist authority had been kept confidential. It stays uncertain if the contract examined by The New York Times is the present version of the contract.
The file, provided by an anonymous source familiar with the Messi-Saudi plan, is dated January 1, 2021, and bears the signatures of Messi and his brother Rodrigo, who acts as his business manager. Nevertheless, it does not have signatures of Saudi authorities.
The Sports Angle in Saudi Tourist Promotion
Saudi Arabia plans to invest $1 trillion in the tourism sector over the next ten years.
“Today, Saudi Arabia is the largest investing location in the tourism sector,” Fahd Hamidaddin, CEO of the Saudi Tourist Authority, told Skift in an interview in 2015.
In the last few years, Saudi Arabia has actually invested billions of dollars in getting substantial stakes in different expert sports ventures. This includes buying a Premier League soccer group, hosting championship boxing matches, protecting a place on the Formula 1 vehicle racing calendar, and a large financial investment in expert golf.
The country has had a hard time to win over travelers due to specific social constraints, consisting of a rigorous no-drinking policy and extreme restrictions for females, as well as accusations of human rights abuses.
American golf player Jack Nicklaus had stated he denied $100 million to be the face of Saudi-backed LIV Golf Series.
In addition, the kingdom has actually provided considerable financial rewards to bring in renowned football players like Cristiano Ronaldo and Karim Benzema to take part in their domestic league.
While Messi declined a similar deal and chose to join Inter Miami of Major League Soccer in the United States, there is no indicator that this choice has negatively affected his relationship with the Saudis.
After Messi’s recent journey to Saudi Arabia last month, his French club suspended him for an unauthorized lack from training. Messi said sorry to his team and its fans, discussing that the trip was inescapable, mentioning, “I could not cancel it.”
On October 7, in 2015, Messi posted an Instagram endorsement, in which he composed, “If you are preparing to participate in the World Cup and desire an authentic Arabian experience, ensure not to miss out on everything Saudi needs to provide!”