Famous footballer Lionel (Leo) Messi is staking a claim in Hollywood, launching his own production company, 525 Rosario. 

This Miami- and LA-based banner will develop and produce premium film and television projects for family audiences, as well as live sporting events and branded commercial content for athletes worldwide. 

It’s a joint-venture between the Messi family and Smuggler Entertainment, the prodco behind Apple TV+ series Messi’s World Cup: The Rise of a Legend and Messi Meets America. Smuggler co-founder and CEO Tim Pastore will also serve as CEO of 525 Rosario, which is repped by WME.

“This new venture aims to highlight and build upon everything Leo Messi stands for, through not only massive premium content on a global scale, but also community outreach and family-focused initiatives,” Pastore said in a statement. 

Named after Messi’s hometown in Argentina, 525 Rosario reflects “the ultimate symbol of his roots and values of family,” according to the company. 

Messi’s progression into family content follows his recent foray into the kids TV arena, partnering with Sony Music Entertainment to develop an as-yet-untitled animated series for kids and tweens. Developed in collaboration with Leo Messi Management, this project will feature Messi as a young boy who is transported into an obstacle-driven video game.