In a crossover no one saw coming, Tom Holland’s Spider-Man has swapped web-slinging partners for the world’s greatest soccer player. A new promotional video for the upcoming film Spider-Man: Brand New Day features a surprise team-up with global icon Lionel Messi, much to the delight of fans across both universes.

The video, released on Tuesday, begins with Peter Parker relaxing in a local New York City cafe. His casual day takes an unexpected turn when the eight-time Ballon d'Or winner walks through the door. A clearly starstruck Parker stumbles out of his chair and approaches the sports legend. “You’re Messi,” Parker says in disbelief. “What are you doing here?”

Messi reveals he is searching for the masked superhero, showing Parker a "Spidey-Tracker" app on his phone. Parker quickly excuses himself and slips into his iconic suit, returning to surprise the soccer star. "Hey, I heard you were looking for me," Spider-Man says as a now-starstruck Messi looks on. With a grin, Spider-Man asks, "You good with heights?" before grabbing Messi and taking him on a thrilling swing through the New York skyline.

Holland shared the clip on his Instagram with the caption, "Promo with the goat," a nod to Messi's legendary status. The release of the quirky ad comes as the actor and his co-stars, including Zendaya and Jacob Batalon, ramp up the global press tour for the highly anticipated fourth installment of the franchise.

Spider-Man: Brand New Day continues the story following the earth-shattering events of Spider-Man: No Way Home. After Doctor Strange's spell erased the world's memory of Peter Parker, the young hero finds himself completely alone, living in a world that has forgotten his identity. Now a full-time crimefighter operating in the shadows, Peter must navigate his loneliness while facing a mysterious physical mutation that threatens his very existence—and a new, terrifying villain that no one can see.

Directed by Destin Daniel Cretton, the film boasts a star-studded cast featuring Mark Ruffalo, Jon Bernthal, and Sadie Sink. It is scheduled to hit theaters exclusively on July 31, 2026. The viral Messi promo is the latest in a series of creative marketing pushes, setting up the "Brand New Day" era for the beloved webslinger.