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Is Sirin Labs Using Lionel Messi to Convince People to Buy Finney?

Date Posted: November 27, 2018

In December 2017, Sirin Labs announced its partnership with Lionel Messi. With this, he will also become the brand ambassador of the world’s first blockchain-powered phone – Finney. The tech company said that the partnership with the soccer legend aims to raise awareness on blockchain technology.

The sudden announcement created noise in both the blockchain sphere and the sports industry. Being that he is one of the greatest football players of all time, Lionel Messi accumulates a significantly huge fanbase that reflects his 90 million Facebook followers. A post by the Finance Magnates even said that Messi’s posts are “estimated US$500,000 each, giving him one the most valuable profiles of any athlete.”

Leo Messi

Messi’s endorsement of Finney will most likely capture the attention of the masses, whether they are crypto enthusiasts or not, which can leave a great impact on Sirin Labs’ new product. But is this the main reason the company chose Messi as Finney’s ambassador?

Sirin Labs co-CEO Moshe Hogeg explained in an interview with Israeli TV why they chose Messi as the global brand ambassador of not only Finney but also Sirin Labs. He said:

“We chose Messi because he’s kind of expert in decentralization; decentralizing [soccer] defenses and decentralizing systems is similar.”

He also added that another factor that influenced them to choose Messi was his popularity and “his ability bring [the message] to a wider audience.”

But before controversies arise about the partnership, Sirin Labs released a statement on why out of all the professionals in the industry, they chose Messi. The post read:

“This news was extremely exciting for us as it brought an important level of credibility and mass-appeal to the project we were undertaking and proved to the blockchain community that we were serious about making it mainstream. It’s clear why we chose Leo Messi to represent us — his unrivaled professionalism, focused work ethic, and his stellar reputation speak for themselves.”

The post added that Lionel Messi is not going to be the company’s spokesperson or celebrity endorser. Instead, he is a brand ambassador. The post further elaborated on what the brand ambassador’s responsibilities are:

“A Brand Ambassador is someone who recognizes the significance of a company and agrees to represent that company in a professional manner, educate others about it, and bring awareness to it. This is the relationship we have with Leo Messi. After a significant amount of time discussing a wide range of issues, Messi saw the power, professionalism, and future within SIRIN LABS, and it was for these reasons he agreed to represent us to the masses.”

The influence of Messi was proven once again after he posted about his partnership with Sirin Labs on Facebook. The post gained 215 thousand likes, 3 thousand comments, and 2 thousand shares. The post read:

“I am usually busy trying to decentralize defenses and after digging deeper into Blockchain and decentralized systems, I’m excited to join SIRIN LABS as an ambassador to make blockchain more friendly with their upcoming operating system for smartphones! Check out Sirinlabs.com #Ethereum #IOTA #Bancor”

¡Feliz de sumarme al proyecto de SIRIN LABS como embajador para hacer blockchain más accesible con su próximo sistema…

Posted by Leo Messi on Thursday, December 7, 2017


Given these points, is Sirin Labs taking advantage of Messi’s popularity to get the attention of the masses? The answer is no. Sirin Labs made it clear that its reason for choosing Messi is mainly because of his work ethics and professionalism. Messi also expressed that he agreed with the plans of the company and was happy to be part of the campaign in making blockchain known around the world.

Messi even posted on his Facebook page about working with Sirin Labs for its new campaign. The post on March 8, 2018 read:

“Shooting with SIRIN LABS for their new campaign. Together we’re building something significant, a Blockchain Operating System for all electronic devices. #Blockchain #SRN”

Filmando con SIRIN LABS su nueva campaña. Juntos estamos construyendo algo significativo, el Blockchain Operating System…

Posted by Leo Messi on Thursday, March 8, 2018


Along with this campaign, Lionel Messi has started shooting for the commercial of the world’s first blockchain-powered phone, Finney. The phone has a built-in crypto wallet and a Safe Screen option to provide users with secure transactions. It also contains Token Conversion Service and DApps. Finney is set to be released on November 28, 2018.