Prime Sues Messi, Más Hydration

We’ve all purchased a product because our favorite athlete promoted it.

A pair of Jordan sneakers because of MJ. A bottle of Proper 12 because of Conor McGregor. An FTX account because of Tom Brady… (ok, maybe not.)

Sponsorship deals are one of the most lucrative ways for pro athletes to capitalize from their name, image, and likeness.

But what changes, if anything, when athletes claim to be a “founder” of that product or brand?

A new lawsuit is challenging a soccer icon’s advertised versus actual involvement in a competing product.

Lionel Messi, arguably the greatest soccer player of all time, is being sued for allegedly misrepresenting his connection with Más+, an emerging energy drink.

Here’s what’s happening:

Prime Time

You’ve probably heard of Prime Hydration. Founded by social media influencers Logan Paul and KSI, the hydration beverage claims it generated over $1.2 billion in 2023.

Prime has also collaborated with world-class sports teams, leagues, and athletes: FC Barcelona, the LA Dodgers and Lakers, Kevin Durant, Patrick Mahomes and the UFC to name a few.

And for the subject lawsuit we’re focused on today, Prime went on the offense as Plaintiff.

Specifically, Prime is alleging that Messi and Más have published “false and materially misleading statements regarding Messi’s involvement in the creation and development of Más.”