GOAT to Web-Slinger: Lionel Messi swings into Spider-Man universe with Tom Holland

Published 30 June 2026 · sports

In one of the more unusual entertainment crossovers of the year, Argentine football legend Lionel Messi has appeared alongside Tom Holland in a promotional video

In one of the more unusual entertainment crossovers of the year, Argentine football legend Lionel Messi has appeared alongside Tom Holland in a promotional video for ‘Spider-Man: Brand New Day’. Lionel Messi x Tom Holland for Spider-Man has internet in splits The forthcoming Marvel Cinematic Universe film is all set to arrive in cinemas by July end. The promotional clip, titled SPIDER-MAN: BRAND NEW DAY – Super Fan Messi, was released by Sony Pictures and quickly gained traction across social media platforms. Safe to say, it drew hilarious reactions from both football and Marvel fans. The short film opens with Holland's Peter Parker sitting inside a New York deli while speaking to someone on the phone. The scene takes an unexpected turn when Messi walks through the door, prompting Parker to visibly be starstruck upon recognising one of football's living legends. After introducing himself, Parker asks Messi what brings him to the deli. The footballer, playing himself, reveals he is searching for Spider-Man.

Siezing the opportunity, Parker execuses himself, changes into his Spider-Man suit and returns to escort Messi on a web-swinging tour of New York City. The light-hearted promotional spot concludes with the pair soaring between Manhattan skyscrapers in classic Spider-Man fashion. The crossover arrives as Messi continues to compete with Argentina at the 2026 FIFA World Cup, while Sony and Marvel intensify their global marketing campaign ahead of the film's release. Industry observers have noted that the collaboration represents a rare convergence of two of the world's most recognisable brands: international football and superhero cinema. Internet reactions The video's release sparked thousands of reactions online, with fans expressing surprise at seeing the eight-time Ballon d'Or winner enter the Spider-Verse. One fan joked: "Messi will definitely return in.... Avengers Doomsday (sic)" Another wrote: "I'm so jealous of this random guy meeting Messi bro (sic)" A third added: "Messi being the biggest Spider Man fan was not on my bingo card (sic)" Others embraced the crossover's humour, with one viewer commenting: "I guess you can say Peter’s life is a bit messi (sic)" Another fan referenced the long-awaited Rockstar Games title, writing: "We got messi in spider-man before gta 6 (sic)" Some viewers also drew attention to Peter Parker's willingness to reveal his secret identity, with one remarking: "Peter was willing to reveal his identity to 2 people he barely met before MJ (sic)" Another praised the creative approach behind the campaign, saying: "when the director of the movie has a big sense of humor (sic)" Messi's understated performance also became a talking point online.