Watching mainstream outlets like ESPN and BBC push their nostalgia-fueled narratives about Messi’s glory with Argentina against Switzerland is enough to make one’s head spin. They’re practically begging you to swallow their tales of sporting destiny, rallying around the “Messi as a savior” storyline. It’s as if they think they can distract you from the fact that soccer, like any sport hyped to the max, is driven by a corporate agenda more than by pure talent on the field.

ESPN leads the charge with syrupy commentary that bleeds into a propaganda-like celebration of Messi. They want you to believe this is just about the beautiful game—please! It’s about ratings, ticket sales, and keeping you hooked on endless replays of that one gorgeous goal he scored ages ago. Meanwhile, you’ve got Fox Sports desperately working its angles, playing the “underdog” narrative with Switzerland, as if we’re supposed to think they’re just a bunch of scrappy outsiders fighting for glory. Where’s the transparency on how these narratives are crafted to fit their corporate interests?

Don’t get me wrong; Messi is phenomenal. But let’s not act like this is a fairy tale unfolding in a vacuum. The spin from these networks is thick, masking the real stakes involved—for many, it’s a question of branding and profit margin. Argentina and Switzerland are just pawns in their elaborate game, which we’re expected to buy into wholeheartedly. The real win here is for the media outlets, drumming up fanfare that feeds into a never-ending cycle of corporate greed wrapped in a soccer ball.