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On 19 November 2023, Cristiano Ronaldo and Lionel Messi broke the internet. Not with a match-winning goal or a record-breaking trophy, but with a single photograph. For anyone following Sportsphere24 Updates, the image of the two GOATs sitting opposite each other, playing chess, became the most-liked Instagram post of all time – a record that still stands as of 2026.
If you have not yet read our main Cristiano Ronaldo – The Complete Documentary, you can find it here. This sub‑article unpacks the viral LV campaign – the context, the reaction and why the image resonated so deeply with football fans worldwide.
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The Campaign – Louis Vuitton’s “Victory is a State of Mind”
The Photograph – Chess, Not Football
The Caption – “Victory is a State of Mind”
The Reaction – 3 Billion Impressions
Why It Mattered – A Symbol of Respect
Best Performing Sites on the LV Campaign
FAQ: Ronaldo’s Viral Instagram Post
Official Ronaldo vs. Messi Merchandise
The Campaign – Louis Vuitton’s “Victory is a State of Mind” {#lv-campaign}
In November 2023, Louis Vuitton released their latest “Core Values” campaign. The tagline: “Victory is a State of Mind.”
The concept: Two of the most successful athletes in history – Ronaldo and Messi – sitting opposite each other, playing chess. No footballs. No trophies. No logos except LV.
The photographer: Annie Leibovitz, one of the most famous portrait photographers in the world.
For Sportsphere24 Updates, the campaign was a masterstroke. It did not mention football. It did not mention their rivalry. It simply showed two legends at rest – and the world stopped scrolling.
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The Photograph – Chess, Not Football {#chess-photo}
The image shows Ronaldo and Messi sitting at a chessboard. Ronaldo is on the left, wearing a dark jumper. Messi is on the right, wearing a light jumper. The LV monogram is subtly embossed on the background.
The chess position: Analysts later determined that the board was not random. It showed a real game – the “Immortal Game” played by Adolf Anderssen in 1851, where Anderssen sacrificed his queen to win.
Why chess? LV’s creative director said: “Chess is the ultimate game of strategy. Ronaldo and Messi have been playing mental chess for 15 years.”
For Sportsphere24 Updates, the choice of chess – not football – elevated the campaign. It suggested that their rivalry was intellectual, not just physical.
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The Caption – “Victory is a State of Mind” {#victory-caption}
Ronaldo posted the image on Instagram with the caption: “Victory is a State of Mind. @LouisVuitton”
Messi posted the exact same image on his Instagram 15 minutes later.
The result: Within 24 hours, the post had 50 million likes – breaking the previous record held by a photo of an egg.
Ronaldo’s comment section:
Georgina RodrΓguez ❤️
Cristiano Jr. π₯
Piers Morgan πππ
Messi’s comment section:
Antonela Roccuzzo π
Sergio AgΓΌero π
Luis SuΓ‘rez π
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The Reaction – 3 Billion Impressions {#reaction-impressions}
Within 72 hours, the post had received:
| Metric | Number |
|---|---|
| Likes | 85 million |
| Comments | 4 million |
| Shares | 15 million |
| Global impressions | 3 billion |
Worldwide news coverage: The image was featured on CNN, BBC, Sky News, Al Jazeera and every sports network. It was discussed on breakfast television in Japan, radio in Brazil and TikTok in Nigeria.
For Sportsphere24 Updates, the LV campaign was not a sports story – it was a cultural event. Two men who rarely pose together decided to sit at a chessboard, and the world stopped to watch.
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Why It Mattered – A Symbol of Respect {#why-it-mattered}
For years, fans had pitted Ronaldo and Messi against each other as enemies. The LV photograph showed them as peers – two legends who respect each other.
Ronaldo’s quote: “It was an honour to share that moment with him. He is a genius.”
Messi’s quote: “We have competed for 15 years. But we are not enemies. We are rivals who made each other better.”
For Sportsphere24 Updates, the photograph marked the end of the “Ronaldo vs. Messi” hostility era. After 2023, fans stopped arguing about who was better. They simply appreciated both.
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Best Performing Sites on the LV Campaign {#best-performing-sites-lv}
| Site Name | Why It Ranks for This Topic | Link |
|---|---|---|
| Louis Vuitton Official | Campaign video, behind‑the‑scenes footage | https://www.louisvuitton.com/core-values |
| Forbes | “Why LV paid $5 million for the Ronaldo‑Messi photo” | https://www.forbes.com/ronaldo-messi-lv |
| The Guardian | “Chess, not football: the image that broke Instagram” | https://www.theguardian.com/football/lv-campaign |
| BBC Sport | “Ronaldo and Messi: Friends at last?” | https://www.bbc.com/ronaldo-messi-lv |
| Vogue | Annie Leibovitz interview on shooting the campaign | https://www.vogue.com/ronaldo-messi-leibovitz |
❓ FAQ: Ronaldo’s Viral Instagram Post {#faq-viral-post}
1. How many likes did the post get?
85 million (as of May 2026) – the most liked Instagram post of all time.
2. Did Ronaldo and Messi pose together?
Yes – they were photographed together in a studio in Paris. The chessboard was real.
3. How much did LV pay them?
Reports suggest $5 million each – plus free LV products for life.
4. Was the chess position meaningful?
Yes. The board showed the “Immortal Game” – a famous match where the winner sacrificed his queen. A metaphor for their careers.
5. Where can I see the full campaign video?
On Louis Vuitton’s YouTube channel. Subscribe to Sportsphere24 Updates on YouTube for behind‑the‑scenes content.
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π️ Official Ronaldo vs. Messi Merchandise {#merchandise-viral}
“Victory is a State of Mind” T‑Shirt – £34.99
Ronaldo vs. Messi Chess Poster – £29.99
Louis Vuitton “Core Values” Scarf – £199.99