Lionel Messi is the reigning "best player in the world" --an unofficial title given to him by soccer fans around the planet-- and for years was associated with Konami's Pro Evolution Soccer franchise. Now that he's the cover by for EA SPORTS' FIFA Soccer franchise, Messi is being reintroduced as a new pitchman for a new product that nonetheless looks a lot like the old one. Seriously, both Konami and EA tend to recycle their soccer cover athletes more than any other sports franchise with guys spending multiple years fronting a game. Landon Donovan is on the North American cover of FIFA all the time. There's no concern that after years of seeing Messi on the cover of PES that folks seeing him on the cover of FIFA 13 might confuse people?
He's still the same guy, wearing a Barcelona jersey but this time it's different supposedly. Oh, and he'll still be the best player in the game even without the extra bonus boost EA likes to give their cover guys.