Messi, who plays his club football for Spanish LaLiga team Barcelona, will now serve as a brand ambassador for the company.
In December, Mengniu signed up to become an official sponsor of the event in a deal that covers four categories of the company’s products. Mengniu will act as the official drinkable yoghurt and pre-packaged ice cream of the World Cup, as well as the official milk and powdered milk of the tournament for Greater China.
Mengniu branding will feature on all key promotional platforms such as Fifa’s digital channels, LED boards at tournament stadia and match tickets. In addition, the company will provide its customers with a chance to win World Cup-related experiences.
Messi’s Argentina qualified for the 2018 World Cup after finishing third in the South American Football Confederation (Conmebol) section of the qualification stage. The country was drawn in Group D for the tournament finals alongside Iceland, Croatia and Nigeria.