Lionel Messi's Nationwide Retail Expansion of Más+ by Messi Enters a New Era of Hydration

Strategic Insights -

Celebrating its nationwide retail expansion, Lionel Messi's hydration beverage, Más+ by Messi, has reached over 27,000 stores across the United States, including major retailers like Walmart, Target, and Dick's Sporting Goods. The brand's success has led to an 85.4% increase in sales month-over-month, with 5.5 million units consumed in under a year since its launch. To commemorate this milestone, Messi has launched the "Trick Shot Challenge," where fans can submit their best trick shots on Instagram and TikTok for a chance to meet him in Miami.

Key Takeaways:

  • Lionel Messi's hydration beverage, Más+ by Messi, has expanded nationwide with over 27,000 stores across the United States.
  • The brand has seen an 85.4% increase in sales month-over-month, with 5.5 million units consumed in under a year since its launch.
  • The "Trick Shot Challenge" invites fans to submit their best trick shots on Instagram and TikTok for a chance to meet Messi in Miami.
  • The winner will receive a Grand Prize trip to Miami for themselves and a friend to attend a soccer match and meet Inter Miami CF Forward, Lionel Messi.
  • 15 First Prize winners will receive an exclusive Más+ by Messi "Hydration Station" featuring a stainless-steel rolling cooler and a one-year supply of Más+ by Messi.
  • The hydration beverage has a balanced blend of electrolytes with natural flavors, no artificial sweeteners or colors, plus vitamins, minerals, and more.
  • Más+ by Messi is the Official Hydration Partner of Inter Miami CF, the Exclusive Hydration Partner of MLS NEXT and MLS GO, and was recognized as a 'Best Beverage' in the 2025 Men's Health Food Awards.
  • A survey by Más+ by Messi, conducted by YouGov Plc, found that a majority (58%) of Americans feel dehydrated, most often because they forget to drink enough (48%).
  • The survey also found that 1 in 3 (33%) agree it would be easier to stay hydrated if there were more or different hydration options available, with flavor/taste (47%), price (36%), and low sugar content (36%) being most important.

Statistics:

  • 27,000 stores nationwide carry Más+ by Messi across the United States.
  • 85.4% increase in sales month-over-month for Más+ by Messi.
  • 5.5 million units consumed in under a year since the launch of Más+ by Messi.
  • 58% of Americans feel dehydrated, according to a survey by Más+ by Messi.
  • 48% of Americans forget to drink enough, leading to dehydration.
  • 1 in 3 (33%) Americans agree it would be easier to stay hydrated if there were more or different hydration options available.
  • 47% of Americans prioritize flavor/taste when it comes to hydration options.
  • 36% of Americans prioritize price when it comes to hydration options.
  • 36% of Americans prioritize low sugar content when it comes to hydration options.

Sources:

1. Press Release, "Más+ by Messi Celebrates Nationwide Retail Expansion with the Launch of the Trick Shot Challenge" (PRNewswire, May 20, 2025).

2. Circana MULO+C | Total Mas+ | Dollar Sales | L4W ending 5/4/25.

3. Survey conducted by YouGov Plc on behalf of Más+ by Messi(TM) in November 2024 with a sample of 1,193 U.S. adults age 18+.

4. Official Rules for the Trick Shot Challenge (Más+ Next Generation Beverage Co.).

5. Source: Más+ Next Generation Beverage Co.