Lionel Messi “still loves” Hong Kong and China, and the world’s greatest footballer is likely to return to the region “in the near future”, according to a successful entrepreneur with close ties to Asia and the Argentine Football Association (AFA).

Honoured this year for his sports marketing agency’s “outstanding contribution to the UK-China relationship through the promotion of sport in China”, Michael Rocha-Keys launched EMW Global in 2018 to bridge a sporting gap that existed between east and west.

EMW, which is an acronym for East Meets West, has a “commercial advisory role” with the AFA for this summer’s World Cup, where Argentine Messi is set for his sixth finals appearance.

After staying fixed to the bench when Inter Miami played a Tatler Asia-organised match in Hong Kong in February 2024, Messi’s popularity rating in the city plummeted.

“What happened was very sad and very controversial, but I think time heals all,” Rocha-Keys told the South China Morning Post. “He still loves the region, he still loves going there and, ultimately, he’ll be back, but, hopefully, in a more organised manner.”

After Messi’s no-show, Chinese officials cancelled planned matches for world champions Argentina in Hangzhou and Beijing the following month.