By the time the video faded to black, 40,000 fans had already followed the club’s Instagram account.

It was a quiet announcement in tone, but not in significance. Luis Suárez, ‘s most prolific scorer and one of its most recognizable sons, had something new to offer his country. Not another goal or another season, but something built to last: a football club.

And not alone.

Lionel Messi, the longtime teammate, friend, and footballing partner who once danced through Europe’s elite defenses alongside Suárez, now joins him in a venture more grounded, more generational. Together, they’ve launched Deportivo LSM, a fourth-division club in Uruguay that begins its life with a mission far greater than promotion.

A dream rooted in home

“Deportivo LS is a family dream that began in 2018. We have grown a lot with more than 3,000 members,” Suárez said in the video posted Tuesday. “I want to offer Uruguayan soccer, the place I love and where I grew up as a child, opportunities and tools for teenagers and children to grow.” The account has garnered nearly 150k followers in just 24 hours.

The club’s origins trace back to Luis Suárez Sports City, a 20-acre complex located outside Montevideo, featuring synthetic and natural pitches, training facilities, and a 1,400-seat mini-stadium. It’s not flashy by global standards, but it’s purposeful. Built for community and development.

Now it has a name that carries international weight. LSM—Luis Suárez —will begin its formal journey in Uruguay’s fourth tier next year. It’s a modest starting point, but the backing is anything but.

“First of all, I’d like to thank Luis for giving me this opportunity to join this project,” Messi said in the announcement. “You’ve been working hard on this project for many years, and it has grown very significantly. It’s a great honor and joy for me to be a part of it with you now.”

Messi’s exact role remains undefined, though local reports indicate he’s a full partner. Álvaro Recoba, another Uruguayan legend, is reportedly lined up to coach.

For Suárez, now 38, this isn’t a retirement project. It’s a continuation of a football life, reimagined through the lens of mentorship and infrastructure. “We aim not only to provide sports facilities,” he said, “but also to serve teenagers from a humanistic perspective, giving them opportunities that we didn’t have when we were young.”

And yet, the emotional pull is clear. “I’m proud and happy that you chose me,” Messi told him. “I hope to contribute everything I can to continue growing and, above all, to be by your side in this.”

Suárez’s first act brought him from Salto to the heights of European football. His second begins on home soil, with the same friend beside him, and a new kind of legacy in mind.