Lionel Messi's jarring Saudi deal puts him at risk of tarnishing world-class reputation

Lionel Messi is unlikely to win another Ballon d’Or but that will probably not matter to him.

It looks like it is only the Or he is interested in now. The gold. And there is plenty of it, according to the Forbes sporting rich list, which claims Messi - in the year ending May 1 2022 - earned £107million.

That is enough for him to be the highest-paid athlete in the world, ahead of the NBA’s LeBron James. Of course, his huge salary at Paris St Germain helps - conservative estimates suggest it is not far south of a million euros a week.

But Messi’s wage now appears to be merely topping up his commercial income. And right now, there does not seem to be much Messi is not prepared to sell.

Holidays to a country which has a plaza known as Chop Chop Square because it is where they behead people? Tick. Cryptocurrencies that are notoriously volatile and have become highly controversial? Tick. Beer? Crisps? Video Games? Fizzy drinks? Tick, tick, tick, tick.

This is becoming the year of Messi the marketer rather than Messi the magician. Truly great sportsmen and women using their fame and profile for commercial gain is absolutely nothing new.

Why wouldn’t they? If, for example, a luxury watch company is prepared to pay you fortunes to put one of their £200,000-a-pop timepieces on your wrist, why would you say no?

Messi didn’t. That is fine but other commercial liaisons should jar. The Saudi connection, for example. Messi has been rightly lauded for his involvement with UNICEF and for the work of his charitable foundation.

How does that tally with his paid-for support for a state that still executes people and is routinely accused of shocking violations of human rights? And what Messi gives that state is, essentially, access to