A massive banner featuring the iconic image of Lionel Messi has appeared on a building in Barcelona, signaling an early move in the race for the FC Barcelona presidency. The promotional canvas is part of the pre-candidacy campaign of economist Marc Ciria, who is positioning himself for the club’s future elections.


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The banner was unveiled on Wednesday at the highly visible intersection of Carrer Aribau and Travessera de Gràcia, a strategic location designed to capture the attention of thousands of commuters and residents daily. The placement on the edge of the bustling Gràcia district ensures maximum exposure for Ciria’s nascent campaign. This development was first reported by Diari Catalunya.

A Time-Honored Campaign Tactic

The use of large, provocative banners has become a hallmark of FC Barcelona’s electoral contests. This strategy famously propelled current president Joan Laporta to victory in 2021 after he unveiled a massive banner near Real Madrid’s Santiago Bernabéu stadium with the slogan, “Looking forward to seeing you again.”

By invoking the image of Messi, FC Barcelona’s all-time leading goalscorer and arguably the greatest player in its history, Ciria’s campaign taps into a deep well of nostalgia and emotion among the club’s fanbase, known as culers. Messi’s departure from the club in 2021 due to its financial struggles remains a sensitive topic, and his image symbolizes an era of unprecedented success that many long to recapture.

Who is Marc Ciria?

Marc Ciria is a Catalan economist and a founding partner of Diagonal Asset Management. He is no stranger to the inner workings of FC Barcelona, having been part of presidential candidate Victor Font’s ‘Sí al Futur’ (Yes to the Future) campaign in the 2021 elections, where he was slated to be the economic vice-president. He later distanced himself from Font’s project.

His pre-candidacy, launching so far ahead of the next scheduled elections in 2026, is an aggressive move to build name recognition and frame the narrative around his potential leadership. The banner acts as a powerful, non-verbal declaration of intent, centering his campaign on the promise of returning to the glory days associated with Messi.

The Strategic Significance

The choice to feature Messi is a clear strategic play. It forces a conversation about the club’s recent past and its future direction under the current board. While FC Barcelona continues to navigate significant financial challenges, the banner serves as a symbolic critique of the management that led to Messi’s exit and a promise of a different approach.

The physical placement of the banner on a prominent building façade is also significant, turning private property into a public stage for a high-stakes sporting and political drama. Such large-scale advertisements in the city are subject to regulations overseen by the Barcelona City Council, but they remain a popular tool for high-impact messaging.

As the city continues to evolve, this powerful visual statement from Ciria’s campaign will hang over a key Barcelona intersection, ensuring that the future of FC Barcelona remains a topic of public debate long before any official election is called.

Messi banner Barcelona