The "Messi Effect" reaches CD Eldense front-of-shirt commercial inventory

Spanish club CD Eldense has officially presented MiM Hotels—the boutique hotel chain owned by Lionel Messi—as its new primary shirt sponsor.

MiM Hotels made its debut on the front of the squad's kit during last Saturday's match against SD Eibar. The boutique hospitality portfolio comprises six properties across Spain and Andorra, owned by Messi and managed operationally by Meliá Hotels International.

The commercial deal follows Messi's formal acquisition of the Spanish club. According to regional reports, the takeover transaction was valued at €12 million, transferring ownership from the previous investors, Colombian group TH.

The sponsorship mirrors Messi's wider commercial synergy model of leveraging personal ventures within sports properties, echoing previous brand integration deals made with his hydration beverage line, Más+, across Inter Miami and the Argentine Football Association (AFA).