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Lionel Messi Becomes Global Brand Ambassador for J&T Express

J&T Express announces Lionel Messi as global brand ambassador.



Lionel Messi, a global football star and sports icon, became the first global brand ambassador for J&T Express

Shanghai, TechnoBusiness Star CN (Englisht Edition) J&T Express, a global logistics service provider, on Sunday (27/11) announced football star and global sports icon Lionel Messi as its first global brand ambassador.

Known for his relentless pursuit of excellence and resilience, the seven-time Ballon d’Or winner understands the continuous commitment to improvement that is at the heart of J&T Express.

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Same as J&T Express which is committed to continuing to benefit the local communities it operates in, Messi is a strong believer in giving back to society as evidenced by the forward’s contribution as the top scorer.


Messi attributes his performance, both on and off the field, in large part to the collaborative effort of his team. This is aligned with J&T Express’ efforts to bring the best technology-enabled solutions to customers in all its global markets through collaboration with local network partners.

“We are honored and excited to collaborate with Lionel Messi as our global ambassador.”

As part of his partnership with J&T Express, Messi will promote greater awareness of J&T Express, not only as a prominent logistics provider but also as a one-stop e-commerce specialist across each and every touchpoint in the supply chain, as well as a true champion and practitioner of the “better together” spirit.

Commenting on this announcement, Rachel Liu, Global Branding Director of J&T Express said, “We are honored and excited to collaborate with Lionel Messi as our global ambassador. He is a generational athlete whose work ethic, humility, and dedication align with the values that we imbue at J&T Express. Through his grit and accomplishments, Messi is an inspiration to many. This resonates deeply with our values of building a caring, responsible and sustainable business.”

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“J&T Express has made remarkable achievements since its launch. We share many similarities in our passion and determination to never stop improving. Just as the sport of football unites millions across the globe, J&T Express seeks to develop logistic solutions to connect its customers to the world. I look forward to being part of this journey,” said Messi.


J&T Express and Messi will together elevate the brand’s popularity and promote greater awareness of J&T’s offerings as it seeks to contribute to the transformation of the logistic service value chain. 

Messi’s addition to J&T Express launches a series of social media and marketing campaigns under the theme of #JTBetterTogether, among other activations, that the logistics service provider is planning in conjunction with the festive season and the new year ahead.

—Zhang Ju, TechnoBusiness CN Photo: Special Photo’s

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