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Lionel Messi has given the long-running debate over football’s greatest player a cheeky twist, declaring the “GOAT debate” settled in a new advertising campaign with Michelob ULTRA.
The Argentina captain collaborated with the beer brand on the “Tab Closed” campaign, which presents his international career as an itemised bar receipt.
The receipt lists Messi’s achievements with Argentina, including his 2022 FIFA World Cup triumph, Copa America titles, Olympic gold and Finalissima victory, before ending with the words: “GOAT debate settled.”
Messi shared the campaign on his Instagram shortly after announcing his retirement from international football, adding a pointed final note to the career that has fuelled his rivalry with Cristiano Ronaldo for almost two decades.
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The campaign effectively turns Messi’s international achievements into his argument in the GOAT debate, with the “receipt” serving as a playful tally of the honours he won with Argentina.
His major international breakthrough came with the 2021 Copa America before he finally lifted the World Cup in Qatar in 2022. He then helped Argentina retain the Copa America title in 2024.
The post has renewed the familiar Messi-Ronaldo debate, with the “GOAT debate settled” message leaving little doubt about which side of the argument the campaign is taking.
