Lionel Messi’s sports drink brand, Más+, has filed a lawsuit against Prime Hydration, accusing them of “anti-competitive” behavior. Prime is the popular beverage company co-founded by YouTubers Logan Paul and KSI. They are allegedly trying to keep Más+ off store shelves by threatening legal action for trademark and trade dress violation; further claiming that Más+’s packaging was too similar to Prime’s.



Launched globally in June 2024, <a href="https://worldsoccertalk.com/news/watch-out-prime-messi-ventures-into-hydration-drinks-with-mas/">Más+ by Messi</a> entered a competitive market dominated by well-established brands like Prime; the latter debuted in January 2022. Prime Hydration, promoted aggressively by its high-profile co-founders, quickly became a popular sports drink, especially among younger consumers. When Messi’s Más+ arrived on the scene, fans and Prime supporters immediately drew comparisons between the two products. Particularly noting similarities in the bottle design.



Logan Paul and KSI made it clear they were unhappy with the perceived overlap. A viral Instagram story from KSI featured him referencing the launch of Más+, saying, “He copied my whole f***ing flow! Word for word, bar for bar,” a <a href="https://e.vnexpress.net/news/business/companies/messi-s-mas-drink-brand-sues-logan-paul-and-ksi-s-prime-over-anti-competitive-claims-4804776.html" target="_blank" rel="noreferrer noopener">clear jab at Messi’s new venture.</a>



Prime Hydration soon reached out to Más+ distributor, Mark Anthony International. They reportedly demanded they cease sales or face a lawsuit over alleged trademark violations. Prime’s legal team asserted that Más+’s packaging infringed on their intellectual property rights. Also, the visual similarities between the two brands could cause confusion among consumers.



<h2>Más+ pushes back with lawsuit</h2>



In response, Mark Anthony International, which distributes Más+, filed a lawsuit defending its brand. They also accuse Prime Hydration of anti-competitive behavior. The suit alleges that Prime is attempting to monopolize common packaging features within the hydration drink industry. Thus, stifling competition to maintain its dominance in the market.



According to reports from&nbsp;<a href="https://www.dexerto.com/entertainment/messis-drink-company-sues-logan-paul-ksis-prime-hydration-over-anti-competitive-claims-2924071/" target="_blank" rel="noreferrer noopener">Dexerto</a>, Más+ has argued that there is no real risk of consumer confusion between the two brands. To support their case, Mark Anthony International commissioned a consumer perception survey conducted by an experienced industry expert. The results showed no measurable likelihood of confusion between Más+ and Prime. That reinforced Más+’s stance that Prime’s claims have no base.



The lawsuit also highlighted the distinct differences in marketing strategies between the two brands. Prime has the larger-than-life personalities of Logan Paul and KSI; both have been involved in multiple public controversies. However, Más+ is backed by <a href="https://worldsoccertalk.com/news/messi-remains-invaluable-to-argentina-despite-looming-retirement/">Messi</a>‘s globally admired and scandal-free image. As noted in the lawsuit, Logan Paul’s previous controversies—including his past public stunts—further distinguish Prime from Más+ in the minds of consumers.



<h2>Key differences between Más+ and Prime</h2>



Mark Anthony International contends that Prime’s aggressive legal threats are part of a broader attempt to monopolize the hydration drink market by limiting competition. The lawsuit claims that Prime’s actions damage the reputation of Más+ and prevent the brand from gaining traction in the industry.



The legal filing explicitly points to Prime’s strategy of leveraging trademark claims to intimidate competitors, rather than genuinely protecting their intellectual property. According to the distributor, Prime’s efforts to halt Más+’s operations through claims of trade dress infringement are an example of this anti-competitive tactic.



Although fans of Prime have accused Más+ of copying Prime’s design, Mark Anthony International argues that the two brands are significantly different in both branding and packaging. The consumer survey revealed that buyers could easily distinguish between the two products, despite some superficial similarities in bottle shape and label color schemes.



PHOTOS: IMAGO.

Logan Paul vs Messi: Prime faces legal action from Mas+

Lionel Messi started a sports drink, Más+, that has now filed a lawsuit against Prime, owned by viral stars KSI and Logan Paul.

Lionel Messi has made a surprising move off the pitch by launching a non-alcoholic hydration drink brand called Más+. This new venture is a collaboration with Mark Anthony Brands, the owner of White Claw. Thus, this marks a significant entry into the competitive hydration and energy drink market.



On June 4, Messi introduced <a href="https://www.masbymessi.com/" target="_blank" rel="noreferrer noopener">Más+ Next Generation Beverage Co.</a>, a brand focused on providing a balanced blend of electrolytes, vitamins, and minerals without artificial sweeteners, colors, or caffeine. The drink comes in four flavors: Miami Punch, Orange d’Or, Berry Copa Crush, and Limon Lime League. Each bottle contains only 10 calories and one gram of cane sugar; making it a low-sugar option in the hydration market.



Más+ aims to carve out a niche in a market dominated by established brands like Gatorade, BodyArmor and Prime. Mark Anthony Brands, known for its alcoholic beverages, is expanding into non-alcoholic options as consumer preferences shift. The global hydration and energy drink market is projected to reach $60 billion by 2032, growing at an annual rate of 6%. This growth presents an opportunity for new entrants like Más+.



<h2>Will Messi’s hydration drink succeed?</h2>



Miami will get the drink on June 13, followed by its website in July and US stores in August. A global launch is planned for later this year, leveraging Messi’s international fame to drive sales.



“Hydration is essential to overall wellbeing. I believe everyone deserves a drink with amazing ingredients and taste. Más+ is a drink I’m proud to share with family and friends”, Messi said.



Despite the star’s power, the hydration drink market remains highly competitive. Andrea Hernández, founder of <a href="https://www.snaxshot.com/" target="_blank" rel="noreferrer noopener">Snaxshot</a>, a food and beverage insights platform, points out that success will depend on factors like price parity and distribution. Messi’s extensive fanbase, especially in Latin America, <a href="https://edition.cnn.com/2024/06/04/food/leo-messi-sports-drink/index.html" target="_blank" rel="noreferrer noopener">could give Más+ a competitive edge</a>, as Prime’s popularity has not yet fully penetrated this region.



Hernández also notes that Más+’s use of cane sugar aligns with a growing trend towards better-tasting, low-sugar beverages. This could appeal to Gen Alpha, the next generation of consumers who are increasingly health-conscious and influenced by athlete endorsements.



<figure class="wp-block-image size-large"><figure class="image"><img loading="lazy" width="1200" height="670" src="https://ds-images.bolavip.com/news/image?src=https://images.worldsoccertalk.com/webp/full/WST_20240605_WST_510391_Mas-by-Messi-1200x670_ef3ed1a6.webp&amp;width=1200&amp;height=670" alt="" class="wp-image-510433" srcset="https://worldsoccertalk.cms.futbolsitesnetwork.com/wp-content/uploads/sites/6/2024/06/Mas-by-Messi-1200x670.jpg 1200w, https://worldsoccertalk.cms.futbolsitesnetwork.com/wp-content/uploads/sites/6/2024/06/Mas-by-Messi-300x168.jpg 300w, https://worldsoccertalk.cms.futbolsitesnetwork.com/wp-content/uploads/sites/6/2024/06/Mas-by-Messi-768x429.jpg 768w, https://worldsoccertalk.cms.futbolsitesnetwork.com/wp-content/uploads/sites/6/2024/06/Mas-by-Messi.jpg 1280w" sizes="(max-width: 1200px) 100vw, 1200px"></figure></figure>



“People know the importance of hydration and are seeking better products that help them achieve their goals. We’re proud to be collaborating with the world’s greatest soccer player, Lionel Messi, to meet that need,” Mas+ Next Generation Beverage Co. executive VP Rishi Daing said.



“Más+ by Messi sets a new standard for the hydration category by delivering premium ingredients to people who want to move, play and live more. Our beverage and flavor innovation combined with Messi’s expertise as an elite athlete has resulted in a drink unlike anything on the market.”



<h2>Competition and controversy for Messi hydration line</h2>



Messi’s announcement quickly drew comparisons to the popular Prime drink, co-founded by YouTubers KSI and Logan Paul. Fans and commentators on social media, including KSI himself, noted the similarities in branding and concept between Más+ and Prime. 



“Looks familiar…” <a href="https://x.com/KSI/status/1797983950172000486" target="_blank" rel="noreferrer noopener">KSI said in response</a> to the alleged parallels with his PRIME drink. This sparked debates online, highlighting the competitive nature of the hydration drink market.



Messi’s move to launch Más+ coincides with his tenure at <a href="https://worldsoccertalk.com/teams/inter-miami-tv-schedule/">Inter Miami</a> in Major League Soccer (MLS). His presence has already boosted the league’s sponsorship revenue by 15% to $587 million, with brands like Celsius becoming official energy drink sponsors. The introduction of Más+ could further enhance MLS’s marketability and Messi’s influence in the U.S. sports landscape.



PHOTOS: IMAGO

Watch out Prime: Messi Ventures into hydration drinks with Más+

Inter Miami's captain Lionel Messi is the latest rival to Logan Paul and KSI's Prime hydration drinks, and it bears some similarities.

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