By Nick Butler in Buenos Aires

Lionel Messi has been placed at the forefront of a Turkish Airlines advertising campaign in Latin AmericaSeptember 2 - Football superstar Lionel Messi has been placed at the forefront of a Turkish Airlines advertising campaign in Latin America in what could be seen as a boost for Istanbul's 2020 Olympic and Paralympic bid.


Turkish Airlines - a major Istanbul 2020 bid sponsor - first used Messi in a commercial alongside American basketball player Kobe Bryant in December 2012 and in March this year the Argentine was named as a Global Brand Ambassador for the company.

It was announced in June that Turkish Airlines was dramatically increasing its programme of flights in Latin America to include four new destinations - Caracas, Bogotá, Mexico City and Havana - in addition to the existing ones of São Paulo and Buenos Aires.

Messi has been prominent in a series of posters promoting the move around the region, including ones here.

One of the Turkish Airlines advertisements featuring Lionel Messi here in Buenos AiresOne of the Turkish Airlines advertisements featuring Lionel Messi here in Buenos Aires


Istanbul 2020 distanced itself from any direct endorsement from Messi and told insidethegames that "this is an issue concerning the Turkish Airlines International Promotional campaign team which is unrelated to our bid".

International Olympic Committee (IOC) rules outlaw any advertising by the candidate cities at this late stage, and a bid insider insisted that the advertisements are part of a long-standing partnership between Messi and Turkish Airlines, and bear only coincidental relevance to the 2020 race.

However, with Messi recently turning down the opportunity to feature in a promotional campaign for rival bidder Madrid, the news certainly adds to the drama and tension here.

It could be presumed his contract with Turkish Airlines was one factor influencing that decision.

Due both to his status as such a high profile and respected local talent, and to Turkish Airlines' support for Istanbul 2020, this could also be interpreted as a boost for the bid.

The IOC members will vote for the city to host the 2020 Olympics and Paralympics on September 7.

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