U.S.A. — OpenAI has teamed up with football icon Leo Messi for a new global campaign that encourages fans to use artificial intelligence (AI) to celebrate, follow, and engage with football in more creative ways during the FIFA World Cup 2026 season.
The campaign begins with an image created by Messi using ChatGPT, where he reimagines his look inspired by the colours of Argentina.
Shared on his social channels, the visual serves as both a personal expression of support for his national team and an invitation for fans around the world to explore how AI can help bring their own football passion to life.
Positioned as the first collaboration of its kind between OpenAI and a global sporting figure, the campaign aims to demonstrate how AI can become part of the fan experience, highlighting how supporters can use AI tools to create content, explore tournament storylines, stay informed and connect with the game in new ways rather than focusing solely on matches and results.
At the centre of the campaign is ChatGPT Images, which allows users to generate visuals from simple text prompts, enabling fans to create images inspired by their country’s colours, iconic football moments or their own match-day traditions, turning everyday support into personalised digital expressions.
As part of the campaign, the prompt used by Messi has been added to ChatGPT Images’ preset styles collection, allowing fans to create their own versions inspired by their favourite teams and football cultures.
The collaboration will continue over the coming weeks across OpenAI and Messi’s official channels, featuring additional content exploring how ChatGPT can be used in everyday situations while helping fans stay connected to the moments that matter most throughout the football season.
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