Argentine soccer star Lionel Messi founded a company called 525 Rosario, which specializes in producing high-end television programming and family-friendly content.

The company is a joint venture between Messi and Smuggler Entertainment, the company that produces the documentary series “Messi’s World Cup: The Rise of a Legend” and “Messi Meets America” on Apple TV+.

525 Rosario will produce films, sporting events and brand advertising for athletes around the world. Messi said: “Entertainment has always been my passion, whether on the pitch or in other fields. I am really motivated when I have the opportunity to continue the project we created with Smuggler Entertainment and expand it further to create content and experiences on a global scale through this new project.”

525 Rosario is named after Messi’s hometown in Argentina, the name intended to reflect “the ultimate symbol of origin and family values.”

Messi’s spokesperson said: “The company’s aim remains to inspire and connect with people around the world in a completely new way and we look forward to this project. We want to continue to advance in entertainment, offering new initiatives and products with global impact through innovative storytelling, programming and experiences.”

The company will be based in Miami and Los Angeles and will be overseen by Smuggler Entertainment CEO Tim Pastore and the Messi family.

Pastore said: “This new project aims to highlight and promote everything that Messi represents, not only through premium content on a global scale but also through community outreach initiatives and a focus on family.

We are grateful to Messi and his family for giving us the opportunity to create and collaborate on media experiences for local and global audiences, while pushing the boundaries of traditional genres.”

525 Rosario also said they will showcase the characteristics of “creativity and teamw