British journalist Piers Morgan calls Messi’s GOAT ad the ‘most arrogant’ and ‘shameless’ bragging everLionel 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 tabThe 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 caseMorgan'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.