Argentinean soccer star Lionel Messi has been signed by consumer products giant Procter & Gamble (P&G) to promote the Head & Shoulders brand of shampoo.
The 25-year-old will appear in a series of TV and online advertisements designed to reach US Hispanic males. According to an official release, ‘Messi’s charisma, talent and confidence on the field where a natural fit for Head & Shoulders as the brand continues to connect with fans via their passion for sports and seeks to speak to the ever-growing Hispanic market.’
In signing up to endorse the Head & Shoulders brand in the US, the Barcelona star joins a roster of endorsers that includes the likes of American swimmer Michael Phelps, the most decorated Olympian of all time, Joe Mauer of the MLB’s Minnesota Twins, and NFL star Troy Polamalu.
“The fact that Leo is a fan of Head & Shoulders, and now our ambassador, gives us a tremendous opportunity to be able to create a personal connection with our Hispanic male consumers,” said Michael Saabia, Head & Shoulders brand manager.
Financial terms of the agreement were not released.