Photo Credit: @sonypictures | YouTube
Lionel Messi just broke the internet with a superhero crossover nobody saw coming. Sony Pictures’ latest Spider-Man: Brand New Day promo featuring the football icon has fans losing it, and now they want another Argentine star involved.
Fans call Lionel Messi’s Spider-Man 4 promo ‘absolute cinema’
Sony Pictures released a promotional video for Spider-Man: Brand New Day on June 30, 2026, featuring Lionel Messi alongside Tom Holland.
The clip shows Messi entering a coffee shop and using a tracker on his phone to search for Spider-Man. Holland’s Peter Parker then slips into a back room before emerging in his Spider-Man suit, and the two launch into a web-slinging adventure across the city skyline.
Fans on X quickly flooded the replies to Sony Pictures’ post with enthusiastic reactions to the crossover. One user replied, “Messi and Spider-Man in the same movie? The theatre would literally erupt. Absolute cinema.” Another called it “the crossover nobody expected.”
Messi and Spider-Man in the same movie? The theatre would literally erupt. Absolute cinema. ?? pic.twitter.com/KLvP4LUwrK— Dugout prasanth?? (@DieHardFanOfTh4) June 30, 2026
The crossover nobody expected ?? pic.twitter.com/Q4i3d3YUZ3— Dugout prasanth?? (@DieHardFanOfTh4) June 30, 2026
A separate user described the collaboration as “another level of extraordinary advertising.” The video gained thousands of views across multiple posts within hours of its release. Spider-Man: Brand New Day arrives in theatres on July 31, 2026.
This is insane, this is another level of extraordinary advertising…… this is mob— moses (@moses17382) June 30, 2026
pic.twitter.com/gQ2LzRxsjS— Detroit Ape (@TheDetroitApe) June 30, 2026
Lionel Messi and Tom Holland in a new video for Spider-Man movie ???— Eyayo Orishalaju (@iam_kinglaju) June 30, 2026
Fans ask for Julián Álvarez after Messi’s Spider-Man crossover
Spanish-speaking fans on X took the promotional video in a different direction by bringing up Argentine striker Julián Álvarez, who has been linked with a move from Atletico Madrid to Barcelona amid reports of constant communication with Messi during the World Cup.
One user joked that Messi thought he was using a tracker to find Álvarez and ended up traveling with Spider-Man instead. Another user wrote that the trailer should feature Álvarez’s face edited onto Tom Holland. A third user stated that Alvarez should have appeared in the spot instead of Messi.
Mi versión: Messi pensó que era un rastreador para encontrar a Julián Álvarez y ligó viaje con Spiderman https://t.co/dH84c0PdRr— [angustia] (@Asolpilon) June 30, 2026
Quiero creer que va a salir una versión de este trailer de Spider-Man donde le pongan la cara de Julián Álvarez a Tom Holland… pic.twitter.com/G1qXDRszo2— Fred Durst (@lestraigopaz_) June 30, 2026
Messi aparece en el tráiler de la nueva película Spiderman.@ColumbiaPicPH no la vio.Acá tenía que estar Julián Álvarez. pic.twitter.com/aVEyOcdSFC pic.twitter.com/W2oPdjTKSh— CRISTIAN GIGLI (@gigli_cristian) June 30, 2026
Yo entiendo que es una publicidad y todo lo que quieras, pero fuera de que no esté jugando tanto la verdad no me parece que Julián Álvarez no esté 100% enfocado en la selección. Debería dejar el laburo de Spiderman por lo menos el periodo del mundial y tomárselo más enserio https://t.co/wpHeAkIeUU— maxiagui (@maxxiagui) July 1, 2026
The humorous reactions referenced Álvarez’s high-profile status in Argentine football and recent transfer speculation linking him to major European clubs. Messi’s appearance in the Spider-Man ad continues his long history of featuring in major commercial campaigns ahead of international tournaments.
The promotional video trended on X under the hashtag #SpiderManBrandNewDay shortly after its release on June 30.
