Lionel Messi's production company 525 Rosario appoints Crystal Caicedo as VP of Content Development

Lionel Messi's production company, 525 Rosario, has appointed Crystal Caicedo as Vice President of Content Development. Caicedo, a former CAA Global TV agent, will focus on creating family-oriented programming and cultural narratives. María Sol Messi, Lionel's sister, will join as Senior Director of Brand Strategy and Creative in January 2025. She will oversee brand strategy and be part of the greenlight committee for new projects. 525 Rosario, launched in September, aims to deliver inspiring stories across various media platforms. The company is based in Miami and Los Angeles and operates in partnership with Smuggler Entertainment.