The Ballon d'Or on Wednesday announced its 30 nominees for the annual competition, with the winners to be announced in Paris on October 30.
2022 World Cup winner Argentina star Messi, who has won the trophy seven times, has become a worthy candidate in the hearts of many.
Haaland is likely to be Messi's toughest opponent, scoring 52 goals in his first season for Manchester City and winning three trophies. The Norwegian international is one of City's seven players on the 30-man shortlist.
Former Chelsea and Scotland midfielder Craig Burley has insisted that if Haaland misses out on Messi, the 23-year-old should be ruled out for life.
Burley told ESPN:
"Lionel Messi won the World Cup and it was a great achievement, but it was only four weeks. His general league form is not the best. Playing at PSG looks bad.
Erling Haaland? More than 50 goals to win the Premier League, FA Cup and Champions League. Erling Haaland should win this award.
"If I were Erling Haaland, I would never go back to the Ballon d'Or in my life, not like Robert Lewandowski, if Messi won this year."