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<p style="display: none;">Article continues below</p><p style="display: none;">Article continues below</p><p style="display: none;">Article continues below</p><script type="application/json" data-placement="fcplayer-semantic">{"type":"fcplayer-semantic","data":{"embedCode":"//cdn.fcp.codes/embed-code-template/embed-code-template.js#SEMANTIC_5704afb8-c10b-4ba5-9cb4-d7fb6098ef90"}}</script><ul><li>Messi did not play against Hong Kong</li><li>Huge promotional push by adidas</li><li>Beckham also worshipped by fans</li></ul>

Lionel Messi takes over Hong Kong! Traditional sailing boat featuring legendary Argentine's face spotted in Victoria Harbour as adoring fans go wild for David Beckham and boy band Mirror at sold-out pre-season friendly

<p>Inter Miami and adidas have made a major promotional push in Hong Kong in the <a href="https://www.goal.com/en-gb/lists/inter-miami-pre-season-tour-fixtures-results-watch-tickets/blt01d0d570e5629e8f" target="_blank">build-up to their friendly</a> with a select XI of the league's players. They won the game 4-1 and beforehand, a traditional boat was bedecked in Messi's image. Prior to the game, fans also went wild for Herons owner David Beckham and boy-band Mirror.</p><div class="affiliate-button-container theme-1" data-name="Apple TV"><div class="affiliate-button"><img class="logo" height="40" width="72" src="https://eu-images.contentstack.com/v3/assets/bltcc7a7ffd2fbf71f5/bltde9ec6adb03b3414/64da04236ee63ef30ba519c5/Apple_TV_logo.jpg" style="width: 72px; height: 40px;"><span class="affiliate-text">Get your MLS Season Pass today!</span></div><a href="https://tv.apple.com/channel/tvs.sbd.7000?itsct=goal_mls&amp;itscg=30200&amp;at=1010l39UY" class="affiliate-button-link" target="_blank">Watch now</a></div>

WHAT HAPPENED?

<p>Inter Miami have been everywhere in Hong Kong, with video screens featuring Messi's image and pop-up stores, where fans can buy shirts and other merchandise, set up around the city. Messi has not visited Hong Kong in a decade, and while fans can also buy shirts featuring the names of Sergio Busquets, Jordi Alba and Luis Suarez, one has to think Messi will be outstripping his pals.</p>

THE GOSSIP

<p>Messi has been seen as a vital part of Hong Kong's tourism strategy, with the government hoping his and Inter Miami's presence will promote the area, per <a href="https://www.marketing-interactive.com/adidas-welcomes-lionel-messi-back-in-hk-with-junk-boat-ad" target="_blank">Marketing-Interactive</a>. That he didn't even step foot on the pitch appears to matter little.</p>

DID YOU KNOW?

<p><a href="https://www.goal.com/en-us/lists/inter-miami-get-there-in-the-end-lionel-messi-watches-on-as-herons-beat-spirited-hong-kong-xi-in-pre-season-friendly/bltb6c04eb564e68006" target="_blank">Inter Miami beat a Hong Kong XI on Sunday</a> and continue their preparation for the 2024/25 season with another friendly on Wednesday, against Japanese side Vissel Kobe. They then play Messi's former club Newell's Old Boys.</p>

WHAT NEXT FOR MESSI?

Lionel Messi takes over Hong Kong! Traditional sailing boat featuring legendary Argentine's face spotted in Victoria Harbour as adoring fans go wild for David Beckham and boy band Mirror at sold-out pre-season friendly | Goal.com

Lionel Messi has taken over Hong Kong in the build-up to their friendly in the country, with fans going wild for the Argentine and David Beckham.

Lionel Messi takes over Hong Kong! Traditional sailing boat featuring legendary Argentine&apos;s face spotted in Victoria Harbour as adoring fans go wild for David Beckham and boy band Mirror at sold-out pre-season friendly