Apple TV announces Lionel Messi’s MLS arrival with cryptic billboard

Argentinian star and seven-time Ballon d’Or winner Lionel Messi officially moved from Paris Saint Germain to MLS’ Inter Miami CF, the Major League Soccer (MLS) club owned by David Beckham. 

Apple TV used the moment to announce his arrival with a unique billboard in the heart of Miami. The creative features a pink goat emoji followed by the text “now on Apple TV”. While the copy may not seem random, it is in fact a combination of references. 

Messi is colloquially referred to as the GOAT which is an acronym for ‘Greatest of all Time’ owing to his glamourous career whereas the pink colour refers to Inter Miami’s jersey colours, implying in a clever manner that the perhaps the greatest player of all time has officially arrived in Miami. Additionally, the latter half of the copy is a subtle reminder to fans that MLS games can be viewed exclusively on Apple TV. 

In February 2023, MLS and Apple entered a 10-year partnership for MLS Season Pass – a subscription service available in over 100 countries and regions where customers can watch MLS games.