From Bocelli and Buffon to Messi and Bolt – How Global Stars Have Shaped the Face of Expos

Conceived as unique points of convergence for innovation, human creativity, technology, cultures, traditions, and customs, World Expos have always served as global stages where the future of humanity is shaped through the synergy of diverse ideas. It is no coincidence, then, that throughout history, Expo organizers have consistently chosen the most charismatic and inspiring figures to serve as brand ambassadors—individuals who could give a human face to the universal values of these exhibitions.

All of them have shared a common goal: to bring Expo's core values—progress, connection, humanity, unity, and a vision of a bright future—closer to people across the globe through the strength of their unique personalities.

Looking back at the rich history of Expo, which dates back to 1851, we can see a constellation of global superstars from various fields who have significantly contributed to the growing popularity and visibility of International Exhibitions.

Although not officially a brand ambassador, Bob Dylan—the legendary American singer-songwriter, composer, poet, and Nobel Laureate in Literature (2016)—left a lasting mark on Expo 2008 in Zaragoza. For this occasion, Dylan recorded a new version of his iconic 1963 song “A Hard Rain's A-Gonna Fall,” ending with the message that he was “proud to be part of the mission to make water safe and clean for every human being on this planet.” The Spanish version of the song, titled “Llegará la tormenta,” performed by local band Amaral, became something of an anthem for the Specialized Expo, whose theme was “Water and Sustainable Development.”

Two years later, Expo 2010 in Shanghai—the largest and most visited Expo in history—featured a lineup of iconic ambassadors including NBA legend Yao Ming, world-renowned pianist Lang Lang, and Japanese table tennis champion Ai Fukuhara. They were joined by British soprano Sarah Brightman, who served as the UK’s official face of Expo 2010. Brightman is famously known for her duet with Andrea Bocelli on “Time to Say Goodbye,” the English version of the Italian tenor’s classic “Con te partirò.”

Russia’s brand ambassador for Expo 2010 was pole vaulting icon and two-time Olympic champion Yelena Isinbayeva, while the French Pavilion was represented by legendary film actor Alain Delon and Chinese movie superstar Gong Li.

Expo 2015 in Milan, dedicated to the theme of food, was a perfect opportunity to showcase Italy’s full potential as host through top-tier brand ambassadors. From the world of football, values of the Milan Expo were promoted by legendary Italian goalkeeper Gianluigi Buffon, Inter Milan great Javier Zanetti, and Brazilian star Kaká. The basketball world was represented by NBA player Danilo Gallinari and Italian basketball icon Dino Meneghin, while volleyball champion Luigi Mastrangelo was also part of the team. Andrea Bocelli played an exceptional role as a leading ambassador of Expo 2015 in Milan.

The brand ambassador of the Specialized Expo 2017 in Astana was Kazakh boxing champion Gennady Golovkin, while Expo 2020 in Dubai was marked by two global icons: arguably the greatest footballer of all time, Lionel Messi, as global ambassador, and Hollywood actor and Marvel superhero Chris Hemsworth, who starred in the event’s promotional campaign.

Joining this star-studded legacy, side by side, is now none other than Usain Bolt—the world’s fastest man—who has been announced as the first brand ambassador for Expo 2027 Belgrade. The eight-time Olympic gold medalist and world record holder in the 100m, 200m, and 4x100m relay events will play a key role in raising global awareness of the first Expo ever held in the Western Balkans. With his unmistakable charm, Bolt will help unite the world around the themes of play, music, and sport when Expo 2027 opens in Belgrade in two years.

With his personal prestige and international recognition, one of the most beloved athletes of all time will convey the universal messages of Expo from Belgrade to the global audience in a sincere and emotionally resonant way—and he won’t be doing it alone. Other major domestic and international stars will soon join the Expo 2027 ambassador team.

For now, we can only speculate which famous actors and athletes will take part in this global “play for humanity,” and help show the world that Serbia is not only capable of hosting a mega-event—but is already a world-class destination in its own right.