The captain of the Argentina National Team, Lionel Messi, has decided to take his defense off the field and move it to the courts of New York. The goal: to protect his million-dollar business ecosystem from the mass sale of counterfeit products on giants of e-commerce like Temu, Shein, and Walmart.
Next, we break down the details of this legal move and the economic weight of the brand "Messi."
⚖️The details of the lawsuit in New York
Through his company LGMG (exclusive licensee of the registered trademark in the U.S. since 2016), Messi filed a formal complaint to stop a global circuit of illegal marketing that has grown in the wake of digital platforms.
The real objective: The lawsuit is not directed against the platforms (Temu, Shein, etc.), but against the individual sellers—mostly based in China—who operate through them.
Modus Operandi: The defendants operate from abroad but actively market unauthorized merchandise (clothing, footwear, accessories) in the United States, which enables the jurisdiction of U.S. justice.
Case status: The file is in the hands of Judge Edgar Ramos in New York. The representing lawyers belong to the prestigious firm Boies Schiller Flexner LLP.
Gag order: Currently, the identity of the group of entities and individuals being sued remains under seal until the court can officially notify them.
"Messi" as a financial asset: The numbers behind the brand
To understand the magnitude of this legal action, it is essential to analyze the economic weight of the player. Messi is not just an athlete; he is a highly profitable global brand.
Sponsorships: Generates approximately US$70 million annually through agreements with global giants like Adidas, Apple, and Pepsi.
Turnover: His business holding exceeds 100 million euros in turnover, encompassing everything from clothing lines to global content and licenses.
The Inter Miami Effect: His arrival in MLS exponentially boosted his commercial impact and the demand for his products in the North American market.
Why is this legal battle crucial?
In the ecosystem of business and intellectual property, the proliferation of counterfeit products poses two serious threats:
Direct economic loss: Diversion of revenues that legitimately belong to the trademark holder and its licensees.
Reputational risk: The association of the name "Messi" with low-quality items and without standards controls damages the prestige and long-term value of one of the strongest assets in the global sports business.
By directly targeting sellers who hide in the anonymity of Asian platforms, Messi sets an important precedent on how major figures should monitor and protect their intellectual property rights in the era of cross-border e-commerce.
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