I know that's the argument, but again I have my doubts, Messi in a Barca shirt is iconic, he is Mr Barca, but he been for over 10 years, do the younger kids now identify with him? Us old farts do without doubt but we are not the ones the sponsors are interested in.
Ea Sports and the Fifa franchise is a case in point . Whatever you think of Fifa , their marketing is outstanding, Messi was the face of that game for a long time, no longer. Mbappe is now their man, why, because to the kids and young adults , Mbappe is the future.
Would Etihad of any other company contribute 200/300k a week to have a picture of Messi in a city shirt? Again , I am genuinely not sure.