Lionel Messi’s Hydration Startup Looked Unstoppable. Then 1 Lawsuit Changed Everything

Más seemed destined for success—but it shut down before the World Cup fanfare could save it.

BY ANNABEL BURBA, EDITORIAL ASSISTANT @ANNIEBURBA

In June 2024, Lionel Messi had big news. After searching for hydration beverages and only finding drinks that “tasted great but had lots of sugar and calories” or “had healthy ingredients but lacked flavor,” the soccer star was launching his own brand, Más by Messi, according to a press release.

Developed in partnership with The Mark Anthony Group, the brand........

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