Messi reignites GOAT debate with ‘debate settled’ advert
Abdullateef Fowewe
Football star, Lionel Messi has ignited a fresh round of the Greatest of All Time (GOAT) debate after sharing a Michelob Ultra-sponsored Instagram video that ends with the line “GOAT debate settled,” drawing sharp reactions from fans and critics alike.
The 43-second clip, part of Michelob Ultra’s “Tab Closed” campaign, frames Messi’s Argentina career as a bar tab being printed out, with milestones listed like items on a bill.
The receipt-style graphic includes figures such as 207 appearances and 125 goals for Argentina, along with major honours like the 2021 Copa América, the 2022 FIFA World Cup and the 2024 Copa América.
It also highlights his World Cup records, including 21 goals, 23 wins and 99 chances created across six tournaments, plus lines about “records broken,” “expectations redefined” and fans “moved to tears.”
At the bottom of the long receipt, the video prints: “GOAT debate: settled,” using the acronym for “Greatest of All Time.”
The post, shared on Wednesday, quickly went viral, racking up tens of thousands of likes and thousands of comments within hours as football fans dissected the message.
Many Messi supporters treated the line as a triumphant closing statement on his international career, especially coming shortly after his announcement of retirement from the Argentina national team.
Others, particularly Cristiano Ronaldo fans, saw it as a direct provocation in the long-running Messi–Ronaldo rivalry, with some interpreting the three-word tag as a subtle dig at the Portuguese star.
British journalist and outspoken Ronaldo advocate Piers Morgan responded on X (formerly Twitter), sarcastically dubbing Messi “Mr Humble” over the clip.
“‘Mr Humble’ drops the most arrogant piece of shameless bragging in the history of sport. Hilarious,” Morgan wrote, framing the ad as an unprecedented act of self-praise.
Morgan has previously declared Ronaldo the GOAT and used Messi’s retirement post to restate his view, noting Ronaldo’s 146 international goals versus Messi’s 125 as proof, in his words, that “this settles the debate.”
Messi, a global brand ambassador for Michelob Ultra, shared the ad as part of his partnership, while the “Tab Closed” concept uses the receipt motif to “close the tab” on his Argentina career.
Even so, the blunt “GOAT debate settled” line ensured the post would be read as more than a routine sponsorship, especially so soon after his international retirement.
