AN Israeli start-up has hired Barcelona star Lionel Messi as its brand ambassador.
Moshe Hogeg, a co-founder of Sirin Labs with Tal Cohen, posted a photograph of himself and the world's most famous footballer on his Facebook page.
"We are excited to have Lionel Messi, the best soccer player in the world, as the global brand ambassador for Sirin Labs," he said.
"We have identified the potential of blockchain technology and are developing SirinOS to improve the security and user-experience on the blockchain to encourage mass adoption."
While on a 'peace tour' to Israel with members of the Barcelona team in August, 2013, Messi visited the Western Wall in Jerusalem and met with Israeli leaders.
In July, 2013, he sent a message of support to the Argentinian Maccabiah team.
A year later Messi supported a football match organised by Pope Francis to promote peace between Israelis and Palestinians, but he did not play in the match due an injury.