British journalist Piers Morgan calls Messi’s GOAT ad “the most arrogant” and “shameful” brag of all time

British journalist Piers Morgan calls Messi’s GOAT ad “the most arrogant” and “shameful” brag of all time Lionel Messi may have just retired from international football, but apparently the Messi-Ronaldo GOAT debate didn’t get the memo.The Argentine legend has been at the center of controversy for years, and his latest appearance in the Michelob Ultra ad campaign has given Piers Morgan another reason to make his own feelings known. The ad turns Messi’s remarkable international career into a giant bar receipt, ticking off his goals, assists, minutes and major trophies, ending with a rather cheeky verdict: “The goat debate – settled.”Morgan, a longtime supporter of Cristiano Ronaldo, was not particularly impressed.

Messi’s career becomes a bar

The Michelob Ultra campaign shared on Messi’s Instagram takes a playful approach to his Argentine career, presenting his achievements as if they were added to a restaurant or bar receipt.Instead of simply listing his accolades, the ad goes through the numbers and milestones that helped define his time in the famous blue and white shirt. His goals, assists and minutes are 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.He even gives a nod to the millions of fans Messi has inspired throughout his career before getting to the final line: “Goat debate – settled.”Importantly, this was the conclusion of an advertising campaign rather than Messi personally declaring himself the greatest player of all time.This difference did not stop Morgan from expressing his opinion.The British journalist, who has repeatedly backed Ronaldo in the long-running debate, described the campaign as “the most arrogant piece of shameless boasting 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 made no secret of his whereabouts.

Morgan used Messi’s retirement to make the case for Ronaldo

Morgan’s latest comments come just days after Messi announced his retirement from international football, bringing the curtain down on the Argentine’s 21-year career.The 39-year-old leaves with 207 appearances and 125 goals, making him Argentina’s record player and top scorer. His international career eventually yielded the major prizes that had once eluded 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 losing to Germany in 2014, while his father Jorge Messi died aged 68 a few weeks later.Ronaldo also reached out to Messi following the death of his father, offering a more personal message amid a difficult period.Commenting on Instagram, the Portugal captain wrote: “Huge hugs to you and your loved ones in these difficult times Leo. Stay strong.”The report recalled that despite fierce comparisons of the pair and constant debates between their supporters, Ronaldo and Messi maintained mutual respect throughout their careers.Morgan responded to the Aug. 31 departure announcement by immediately turning the conversation toward Ronaldo.“Breaking: Lionel Messi retires from international football after scoring 125 goals for Argentina’s national team, placing him second on the list of all-time international goalscorers,” Morgan wrote.He then followed it up with a comparison he clearly wanted to make.“Cristiano Ronaldo has scored 146 goals for the Portuguese national team, the highest number in the history of international football. This settles the debate about who is the best player in history,” he added.Morgan has previously omitted Messi from his all-time XI despite the Argentine’s eight Ballon d’Or wins and extraordinary collection of team honours. He also named four players he considers better than Messi.His position is not surprising given his long-standing friendship with Ronaldo, and the two superstars have spent much of their careers comparing each other.Even though Messi is now retiring from international football, the specific argument seems to be going nowhere. If anything, he found a new receipt.