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Dubai, UAE :The iconic Argentinian footballer Lionel Messi is stepping off the pitch and into the world of Saudi fashion. Messi has been named the brand ambassador for Sayyar, a leading luxury clothing brand in the Kingdom.

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The footballer takes center stage in Sayyar’s latest campaign, sporting a traditional Saudi thobe and a red-and-white shemagh. A video on the brand’s Instagram showcases Messi confidently posing and adjusting his headdress, before holding a sleek orange box emblazoned with the Sayyar logo.

This isn’t Messi’s first foray into Saudi Arabia. In January 2022, he became the face of the Saudi Tourism Authority’s “Go Beyond What You Think” campaign. Aiming to shatter stereotypes and promote the country’s cultural transformation.

Messi’s personal connection with Saudi Arabia goes beyond endorsements. Last year, he visited the historic UNESCO World Heritage Site of Diriyah, enjoying local cuisine and exploring the city’s modern entertainment districts. He even interacted with majestic Arabian horses, solidifying his cultural immersion.

This latest partnership signifies Messi’s growing influence beyond the beautiful game. Fans can expect to see him gracing billboards and social media for Sayyar, promoting Saudi fashion and cultural appreciation on a global scale.