Lionel Messi Becomes Face of Luxury Saudi Clothing Brand Sayyar

Global football icon Lionel Messi has been chosen as the face of Sayyar, a luxury Saudi brand for traditional clothing. In a social media post by Sayyar announcing the partnership, the Argentine megastar poses in the timeless traditional outfit of the Kingdom, wearing a white thoub and sporting the red and white patterned shemagh on his head. The caption on the post encouraged would-be customers to ‘wear the shemagh just like the GOAT (Greatest Of All Time)’. 

Most of Sayyar’s shemaghs cost around SAR 300, with the company also offering thermals, vests and their own line of perfumes.

Messi has already been a tourism ambassador for Saudi Arabia for several years, with the hope of bringing in international tourists to the Kingdom, which continues to invest vast sums of money to modernise and diversify their economy.