Sony Pictures Entertainment has rolled out a promo, 'Super Fan Messi', for the upcoming Spider-Man movie, Brand New Day. The promo features the movie's lead character, Tom Holland and footballer Lionel Messi.

The film opens with Messi entering a quaint New York coffee shop, where he comes face-to-face with Peter Parker, played by Holland. Armed with a Spider-Man tracker on his phone, Messi reveals that he has joined the citywide hunt for his favourite superhero. Equally starstruck by the football icon, Parker briefly disappears before re-emerging as Spider-Man. What follows is an unexpected crossover, as the duo embark on an epic web-swinging adventure across the New York skyline, with Messi showcasing his action-hero side alongside the beloved superhero.

What we think about it: By pairing two of the world's most recognisable personalities, Sony delivers a playful crossover that taps into both football fandom and superhero nostalgia in equal measure. With global football fever running at the moment due to the ongoing FIFA World Cup, the promo smartly capitalises on the sport's heightened momentum, turning Messi's fanboy moment with Spider-Man into a timely and highly shareable piece of entertainment marketing.

The promo was released on YouTube and Instagram.