THE MESSI EXPERIENCE IS COMING TO AMERICAN DREAM
Celebrating the Legacy of Leo Messi Through Interactive Challenges, Immersive Experiences and Exclusive Signed Memorabilia
EAST RUTHERFORD, NJ (March 10, 2026) – American Dream continues to make its mark on the international soccer stage with another major announcement - The Messi Experience, honoring global icon Leo Messi, is coming to the property with an expected opening in spring 2026. This immersive and interactive experience will feature nine installations, giving fans a unique opportunity to test their skills and explore Messi’s remarkable legacy – celebrating passion, resilience and inspiration.
“I am thrilled to see this project come to life and bring fans even closer to me – both on and off the field. I’ve always sought to inspire people through my passion for football, and this experience allows fans to relive the most unforgettable moments of my journey,” said Leo Messi.
“We are ecstatic that The Messi Experience, honoring the world’s greatest footballer, has chosen American Dream as the destination to celebrate and share his legacy,” said Adam Petrick, Chief Marketing Officer of American Dream. “This partnership further showcases our growing influence in the global soccer universe and the powerful platform we provide the game’s biggest stars. This is only the beginning, as we plan to bring more unique events and activations to the property as we build momentum toward the World Cup.”
Inside The Messi Experience, guests embark on a multi-room journey where they can test their soccer skills through various AI-powered challenges and learn about Messi’s path - from his upbringing in Rosario, Argentina to his illustrious career with the Argentina national team, FC Barcelona, Paris Saint-Germain and Inter Miami. A career that includes eight Ballon d’Or awards, a World Cup title and countless records.
Visitors will experience holographic visuals, cinematic sound and emotional storytelling. They will step into Messi’s childhood bedroom, explore a replica of his locker room and test their skills with ball control, shooting drills and on-ball challenges. Guests will interact and train with AI-powered versions of Messi and even take home an interactive selfie with the legend himself. The experience also features a merchandise store, showcasing exclusive signed items, making it the only retail space in the United States where fans can purchase them.
American Dream has major plans for the upcoming World Cup, which will be announced at a later date.
For Early Bird tickets with exclusive discounts, visit: www.themessiexperience.com
ABOUT AMERICAN DREAM
American Dream, developed by Triple Five Group, is an unparalleled mix of world-class entertainment, retail and dining, comprising more than 3-million square feet just minutes away from New York City in East Rutherford, New Jersey. American Dream is home to leading attractions, including DreamWorks Water Park, Nickelodeon Universe Theme Park, Ninja Kidz Action Park, Sesame Street Learn & Play, THE GAMEROOM Powered by Hasbro, New Jersey Hall of Fame, LEGOLAND Discovery Center, SEA LIFE Aquarium, Big SNOW Ski Hill, Dream Wheel – a 300-foot observation wheel overlooking the NYC skyline. American Dream's immersive luxury shopping and dining experience – The Avenue – features Saks Fifth Avenue, Hermès, Rolex, Cartier, Watches of Switzerland, Saint Laurent, Tiffany & Co., Gucci, Balenciaga, Dolce & Gabbana, Ferrari, Gentle Monster, Canada Goose, Carpaccio, a fine-dining Italian restaurant, and much more. The retail and dining collection is further expanded with flagship locations for Aritzia, H&M, PRIMARK, Uniqlo, Sephora and Zara; as well as the Toys"R"Us global flagship, the only standalone location in the U.S, the first-ever MrBeast Burger restaurant, world renowned chef Marcus Samuelsson’s Marcus Live! and the world's first and only "candy department store," IT’SUGAR. American Dream also hosts major events and activations in partnership with celebrities and leading brands, including the NBA, WWE, Club World Cup, the New York Giants, Nintendo, Dragon Ball, the Jonas Brothers, Tom Brady, Kendrick Lamar & SZA, MrBeast, and more.
ABOUT PRIMO ENTERTAINMENT
Primo Entertainment is a leading entertainment company in the United States and Latin America that works with major artists as well as the most recognized formats and exhibitions in the world. Headquartered in Miami, Primo has offices throughout Central and South America. Since its inception, Primo has worked with major international musical artists such as Justin Bieber, Ariana Grande, Enrique Iglesias, Cirque Du Soleil, among many others. Primo has also produced and promoted international exhibitions such as Beyond Van Gogh, Beyond Monet, Frida Kahlo, The Life of an Icon and Space Adventure. For more information, visit www.primo-entertainment.com and follow @primo.entertainment.
ABOUT RYVE | AONE
RYVE | AONE Agency. FIFA licensed sports management and entertainment firm with over 20 years of experience connecting fans, athletes, and brands through world class projects. With over 20 years of experience, we have facilitated deals with top clubs like Real Madrid, Boca Juniors, and River Plate, as well as partnerships with national teams across Europe, Asia, and Latin America. Our expertise spans scouting, contract negotiations, and brand sponsorships with companies like Samsung and Betsson, ensuring athletes maximize their careers on and off the field. For more information, visit www.ryveworld.com and follow @ryvesports.
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