Luzu TV's host announced Messi's father dead on air — ten sponsors left and the host went

Luzu TV is the Argentine streaming channel built by presenter Nicolás Occhiato — one of the country's biggest new-media businesses, funded by brand sponsorships woven into its live entertainment shows. In June 2026 it was covering the World Cup from the United States, with the actress and comedian Florencia Peña among its star presenters, hosting 'El show del verano'.

On June 18, 2026, Peña announced on air that Jorge Messi, Lionel Messi's father, had died — presenting the information as verified by the show's production. It was false. She retracted it during the same broadcast, and later that day apologised on social media: she asked the Messi family's forgiveness for the 'awful moment' and said she was ashamed to have been 'the vehicle for this pain'. The Messi family answered with a statement confirming Jorge Messi was under medical care and recovering, and asking for responsibility, prudence and humanity.

The commercial answer was immediate. According to advertising-industry reports, around ten sponsoring companies rescinded their contracts with Luzu TV within days — some counts put the number at twelve — and the platform's own statement conceded that broadcasting sensitive information without verification was 'inadmissible', cutting ties with Peña and the producers responsible. Sources close to the production said the Messi family forgave the presenter; the sponsors did not come back.