British journalist Piers Morgan calls Messi’s GOAT ad the ‘most arrogant’ and ‘shameless’ bragging ever

Lionel Messi may have just retired from international football, but apparently the Messi-Ronaldo GOAT debate did not get the memo.The Argentina legend has been at the centre of the argument for years, and his latest appearance in a Michelob Ultra advertising campaign has given Piers Morgan another reason to make his own feelings known. The advert turns Messi's remarkable international career into a giant bar receipt, ticking off his goals, assists, minutes and major trophies before ending with a rather cheeky verdict: "GOAT debate-settled."Morgan, a long-time Cristiano Ronaldo supporter, was not particularly impressed.

Messi's career becomes a bar tab

The Michelob Ultra campaign shared on Messi's Instagram takes a playful approach to his Argentina career, presenting his achievements as though they have been added to a restaurant or bar receipt.Instead of simply listing his honours, the advert runs through the numbers and milestones that helped define his time in the famous blue and white shirt. His goals, assists and minutes are all included, while the list also highlights his biggest international achievements, including the 2022 FIFA World Cup, multiple Copa América titles, Olympic gold and the Finalissima.It even nods to the millions of fans Messi has inspired throughout his career before arriving at that final line: "GOAT debate-settled."Importantly, that was the advertising campaign's conclusion rather than Messi personally declaring himself the greatest player ever.That distinction did not stop Morgan from having his say.The British journalist, who has repeatedly backed Ronaldo in the long-running debate, described the campaign as "the most arrogant piece of shameless bragging in the history of sport" and called it "Hilarious" in a post on social media.It was a typically strong reaction even from someone who has made no secret of where he stands.

Morgan used Messi's retirement to make the Ronaldo case

Morgan's latest comments came just days after Messi announced his retirement from international football, bringing the curtain down on a 21-year Argentina career.The 39-year-old leaves with 207 appearances and 125 goals, making him Argentina's record appearance-maker and leading goalscorer. His international career ultimately delivered the major prizes that had once seemed to elude him, including the World Cup and Copa América.His retirement followed a difficult few weeks. Argentina lost to Spain in the 2026 World Cup final, Messi's second defeat in a World Cup final after the 2014 loss to Germany, while his father, Jorge Messi, died at the age of 68 just weeks later.Ronaldo also reached out to Messi following the death of his father, offering a more personal message amid the difficult period.Commenting on Instagram, the Portugal captain wrote: "A huge hug to you and your loved ones during these difficult times, Leo. Stay strong."The message offered a reminder that, despite the fierce comparisons between the pair and the constant debate among their supporters, Ronaldo and Messi have maintained mutual respect throughout their careers.Morgan responded to the retirement announcement on August 31 by immediately turning the conversation towards Ronaldo."Breaking: Lionel Messi retires from international football, after scoring 125 goals for the Argentina national team, placing him second on the list of highest international goalscorers," Morgan wrote.He then followed it with the comparison he clearly wanted to make."Cristiano Ronaldo has scored 146 goals for the Portugal national team, the highest figure in the history of football at international level. This settles the debate over who is the best player in history," he added.Morgan has previously left Messi out of his all-time XI despite the Argentine's eight Ballon d'Or wins and extraordinary collection of team honours. He has also named four players he considers better than Messi.His position is hardly surprising given his long-standing friendship with Ronaldo, and the two superstars have spent much of their careers being compared with one another.Even with Messi now stepping away from international football, it seems that particular argument is going nowhere. If anything, it has found a new receipt.