(BRK.A), (BRK.B)
Duracell, a subsidiary of Berkshire Hathaway, has announced a high-profile partnership with Lionel Messi, widely regarded as one of the greatest soccer players of all time. Timed to coincide with this summer’s major global soccer tournament, the collaboration aims to highlight a shared philosophy: peak performance is not just innate, but carefully engineered.
At the center of the campaign is a cinematic 30-second advertisement titled Messi Reboot, which challenges the idea that all power sources are the same. The spot portrays the intensity of elite competition while emphasizing how Duracell’s technology supports sustained excellence—drawing a parallel to Messi’s enduring dominance on the field.
Duracell’s Chief Marketing Officer, Javier Hernandez Reta, underscored the message behind the campaign, stating that in high-pressure moments, only the most reliable power will suffice. Messi echoed this sentiment, noting that long-term success depends not just on talent, but on maintaining the energy and discipline required to perform at the highest level.
The partnership also includes a range of fan-focused initiatives. Limited-edition battery packs featuring Messi’s likeness and signature tattoos will be released in stores, incorporating Duracell’s proprietary PowerBoost™ technology. In addition, a promotional sweepstakes running from May through August will give customers the opportunity to win signed memorabilia and premium soccer gear.
Together, Duracell and Messi aim to connect elite athletic performance with dependable energy solutions, reinforcing the idea that greatness—on or off the field—requires the right power behind it.
© 2026 David Mazor
Disclosure: David Mazor is a freelance writer focusing on Berkshire Hathaway. The author is long in Berkshire Hathaway, and this article is not a recommendation on whether to buy or sell the stock. The information contained in this article should not be construed as personalized or individualized investment advice. Past performance is no guarantee of future results.