- Duracell has named Lionel Messi as its newest brand partner in a "Built Different" campaign anchored by a 30-second cinematic ad called Messi Reboot, timed for the summer 2026 FIFA World Cup.
- The campaign is built around Duracell's exclusive PowerBoost technology, drawing a direct parallel between the battery's engineered performance and Messi's elite-level endurance on the pitch.
- Limited-edition battery packs featuring Messi's imagery, including his iconic tattoos printed directly onto the battery cells, will hit retail shelves this summer.
- A sweepstakes running May 1 through August 30 gives fans a chance to win Messi-signed merchandise and premium soccer gear with any Duracell battery purchase, accessible at SoccerSweeps.Duracell.com.
Duracell, one of the world’s leading battery manufacturers, has announced a new partnership with Lionel Messi, widely regarded as the greatest soccer player of all time. The deal, unveiled April 14, 2026, is timed perfectly for the most-watched soccer tournament of the summer.
The “Built Different” campaign centres on Messi Reboot, a 30-second spot that challenges the idea that all power, and all batteries, are created equal.
Duracell CMO Javier Hernandez Reta framed the partnership bluntly: “When the world is watching and the pressure is at its highest level, generic power isn’t an option.”
This is Messi’s first known partnership with Duracell. On the endorsement front, the Argentine superstar is no stranger to high-profile brand alliances. He holds a lifetime deal with Adidas worth roughly $20 million per year and recently teamed up with Adidas again on the limited Hora Dorada F50 football collection.
He also signed a new endorsement deal with Beats by Dre and launched his own sports hydration line, Mas+. Meanwhile, Messi, Ronaldo, Mbappé and Vinícius Junior were also recently featured in Lego’s 2026 World Cup campaign.
Off the pitch, Messi has been on a historic run, scoring his 900th career goal in March 2026 and leading Inter Miami to their first-ever MLS Cup in 2025, winning back-to-back league MVP awards in the process.
For Duracell, the Messi deal continues an ambitious celebrity partnership strategy. The brand previously made its Super Bowl debut in early 2025 with a campaign starring Tom Brady and also holds a multi-year sponsorship with Williams Racing in Formula 1.
Takeaways
Duracell is making a smart, World Cup-sized bet here. By linking its PowerBoost technology to Messi’s legendary stamina, the brand isn’t just selling batteries, it’s selling the idea that peak performance requires premium power.
The limited-edition tattoo packs are a particularly clever retail play: they transform an everyday commodity product into a collector’s item, driving impulse purchases right as global soccer fever hits its peak. And tying a sweepstakes to any Duracell purchase? That’s a textbook move to drive trial across the entire product line, not just the special edition.
For Messi, this is a natural fit. As he heads into his final years as a professional athlete, he’s clearly curating a brand portfolio that reinforces themes of endurance, greatness, and engineering: Adidas, Duracell, Beats by Dre. Each one tells the same story.
Does linking Duracell to Messi’s “built different” story actually move battery purchases or is it just great awareness play? Could the tattoo-printed battery packs become a genuine collectible moment, or is it a gimmick that fades after summer?
