Más+ by Messi
Beverage — Messi's role: Founder. DISCONTINUED Jan 2026 (Prime Hydration dispute).
Last updated 4 August 2026 · Sourced public estimates
At a glance
- Entity
- Más+ by Messi
- Type
- Beverage
- Role
- Founder
- Value
- $0SourceCIPO / The GrocerVerified
- Status
- DISCONTINUED Jan 2026 (Prime Hydration dispute)
- Source
- CIPO / The Grocer
Más+ by Messi was his hydration-drink venture, launched in June 2024 with Mark Anthony Brands (the company behind White Claw). By May 2025 it had been named the official hydration partner of MLS NEXT and MLS GO — and by January 2026 it was gone.
Two forces killed it: Mark Anthony Brands eased the product out of the market, and a trademark and trade-dress dispute with Prime Hydration (the Logan Paul/KSI brand it was built to challenge) made the fight expensive. The Canadian trademark record now reads 'withdrawn by owner'.
We keep this page for the record because it is the most instructive data point in the portfolio: celebrity CPG is brutally competitive, even for the most famous athlete alive. It is also why every figure on this site carries a confidence label — ventures that were 'worth' something in a press release can go to zero, and honest tracking means writing the zero down.