J&T Express names Lionel Messi as first global ambassador

Indonesia-based logistics company J&T Express has named football star Lionel Messi as the firm’s first global ambassador in a bid to promote the brand via collaborations with local network partners.

Photo credit: Shutterstock

The Paris Saint-Germain and Argentina forward is one of the sport’s biggest players, with seven Ballon d’Or awards to his name. According to SportsPro Media, he is the world’s fifth most marketable athlete.

“Just as the sport of football unites millions across the globe, J&T Express seeks to develop logistic solutions to connect its customers to the world,” Messi said in a statement.

Fellow footballer Cristiano Ronaldo – the world’s most marketable athlete – was previously appointed as the regional ambassador of Singapore-based ecommerce firm Shopee in 2019.

The past few years have seen J&T Express expand rapidly. Since 2015, the company has brought its business to 13 countries in regions including Southeast Asia, the Middle East, and South America.

Most recently, the firm bought up US$136 million worth of land in Malaysia to build a logistics center.

See also: The keys to J&T Express’ rapid global expansion