Hidetoshi Nakata
Mendieta was sponsored by sportswear company Nike, and appeared in commercials for the brand. In a global advertising campaign in the run-up to the 2002 World Cup in South Korea and Japan, he starred in a "Secret Tournament" commercial (branded "Scorpion KO") directed by Terry Gilliam, appearing alongside footballers such as Luís Figo, Thierry Henry, Hidetoshi Nakata, Roberto Carlos, Ronaldinho, Ronaldo and Francesco Totti, with former player Eric Cantona the tournament "referee".