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Lionel Messi has launched a non-alcoholic “hydration drink” brand called Más+. It's a whopping US$33 Billion category. The drink will go head-to-head with Logan Paul’s popular Prime drink, which is the market leader in this segment. Just to give context, the hype was so much for Prime once upon a time that a simple caffeine loaded energy drink costing $2.5 a can was put on resale sites for $1500. First of all, resale of an energy drink sounds crazy, isn't it? But 'A brand cannot live on hype alone’. The market is saturated now, so it all comes down to price parity and distribution, assuming Messi has secured some good deals to try and actually compete with not only Prime but also Gatorade, BodyArmor and others. The only advantage they carry is tied to Messi’s image. Gen Alpha is up for grabs, and that is who these new generation energy drinks are aiming to capture especially as they enter teenage years. Will we get to see any Indian Athlete coming up with something like this? Do share your thoughts about this. You can also join the discussion on community.khelaxy.com #LionelMessi #LoganPaul #PrimeEnergyDrink

Teaming up with Lionel Messi Did you know 90% percent of the world’s beverages are non-alcoholic drinks? The opportunity in market is staggering. White Claw has taken a major step into the category we call Liquid Refreshment Beverages with the successful launch of White Claw 0%. Today’s news marks a giant leap, together with a globally revered icon, towards showing the world what can come from a collaboration built on shared values, vision, and a deeply rooted purpose—namely, drinks that make a difference in people’s lives. In case you missed it, here's the news: Football Legend Lionel Messi and the Creator of Iconic White Claw® Hard Seltzer Team Up for a Next Generation Hydration Drink for All Ages MIAMI, Mar. 27, 2024 /PR Newswire/ -- Lionel Messi is known globally for his firsts in football. “I’m so excited about this, I’m invested as an owner. I’ve never done anything like this before,” Messi said. He’s teaming up with the creator of iconic White Claw® Hard Seltzer for a game-changing, non-alcoholic hydration beverage like no other. Launching first in the US and Canada, summer 2024, and soon globally.   This is an exciting collaboration - It’s one of the most impactful steps toward realizing our potential that I’ve seen in my 18 years with The Mark Anthony Group. So much MORE to come! Mark Anthony Group Mark Anthony Brands International Mark Anthony Brewing Inc Mark Anthony Brands UK Mark Anthony Brands Inc.

The year 2020. FC Barcelona. 643 goals. Lionel Messi. A legendary moment. Messi was on the verge of breaking Pele’s 46-year record of 643 goals for a single club. Many had joined a celebration frenzy. But not Budweiser. They had spotted a once-in-a-generation opportunity. With their media partner COPA90, they created a campaign that set their brand apart from the rest. Budweiser became the world’s most-talked about drink, owning 40% of the conversation. All without any paid media. The brand wanted to own Messi’s historic moment over his other brand partners. In a tribute to Messi's journey, a digital film showcased his path to greatness, through a custom Messi Budweiser Bottle. It celebrated those who had challenged him every step of the way: the 160 goalkeepers. And the final nail: uniquely numbered bottles from 1 to 644, each assigned to commemorate Messi's historic goals. These were sent to each goalkeeper he scored those goals against – to thank them for their role in this record-breaking moment. They were also given the opportunity to tell their own stories through COPA90’s platform. This ensured that the campaign engaged football fans from all over the globe. As a result, Budweiser witnessed more than 3 billion impressions and a social media return of $20 million. 1200+ earned articles were covered in 84 countries. The online search for Budweiser doubled on 24 December as compared to the previous 30-day average. This led to Budweiser and COPA90 winning the Sport, Gaming and Entertainment award at the 2021 Marketing Week Masters. Follow Finecon for more such insights! Jan Craps, Jack Fletcher, Ryan Deluchi, Kate McGregor, Simon Joyce, Matt Clerkin, Budweiser Brewing Company APAC #LionelMessi #Football #FIFA #FCBarcelona #Beer #Marketing #Finecon

The Messi business empire continues to expand….this one could be big: A new hydration drink, fronted by one of the most famous people on the planet. And to take a recent benchmark… 💰 Prime Hydration = c.$8 billion valuation in 2 years ⭐️ Powered by the Logan Paul and KSI celeb effect And their fame is nothing compared to Messi. Look at social following: - Logan Paul + KSI = c.50M - Messi = 500M (#3 Insta account globally) Messi’s fame is global, not US centric. Will Messi’s drink crush Prime? Or just grow the market for casual-hydration drinks?

🌟 Celebrating Excellence: The Spirit of Teamwork 🌟 At our very core, we recognize the extraordinary contributions of every team member. Recently, we've had the privilege to honor a few exceptional individuals with prestigious awards 🏅 Rookie Rockstars: Celebrating the fresh talent and energy that brings new perspectives. 🏅 Big Leaps: Applauding those who make significant strides and drive progress. 🏅 Most Valued Performers: Honoring the consistent, outstanding achievers 🏅 Extra Mile: Recognizing those who go above and beyond, day in and day out. But what truly sets us apart is the unified way we function, much like how Argentina stands behind Messi. Our belief is unwavering: success is a team sport. Just as Argentina would never let Messi fail, my entire team was too in support did not let me fail and very simply unstobbale warriors Hats off to each and every one of you for your unwavering contribution and commitment right up until the eleventh hour like i always say. Together, we achieved greatness and Let's ensure we keep breaking our very own records Let's continue pushing boundaries and setting new benchmarks. 🚀 #Teamwork #Excellence #Recognition #Commitment #Success

Our team is scoring major goals ahead of COPA América USA 2024. Michelob ULTRA is now the Official Global Beer of COPA América USA 2024 while Lionel Messi – COPA América champion, longtime CONMEBOL player and global football icon – is named the brand’s newest ambassador. This continued partnership between AB InBev and CONMEBOL deepens our greater commitment to engaging fans globally through the world’s most popular sporting events. The U.S. will host the highly anticipated COPA América tournament in June and July 2024, a setting that only happens every four years between the South and North American continents. Having doubled in volume in five years to become our number-two beer brand by volume in the U.S., Michelob ULTRA is well-positioned to grow alongside the tournament, which promises some of the most anticipated matchups among 16 teams representing South, Central and North Americas. Michelob ULTRA, along with select local AB InBev teams, will support the tournament with cohesive brand experiences across participating countries. In the U.S., Michelob ULTRA will integrate into the stadium, training facilities and the Player of the Match Superior Trophy, in addition to hosting special activations at Fan Fest events and in-locker room celebrations. #MichelobUltra #Messi #Copa #Soccer Anheuser-Busch #ComeBack #conmebol #marketing #partnership #success #celebration

While we all know Lionel Messi for his brilliance, in the initial days, he was famously anxious and habitually vomited on the field before big matches. However, he converted this weakness into his strength. In a soccer match, most players are active from the first minute, urging their teammates to execute pre-game tactics. But Messi's approach differs significantly during the opening minutes. Instead of immediately engaging like other players, he has developed an evolutionary tweak. Unlike those who run or sprint, Messi opts to walk, seldom exceeding a slow jog. This helps him to calm himself and ensures he’s fully engaged for the remainder of the game. His on-field vomiting has resolved itself, in part perhaps because he’s found a more effective way to calm his nerves. Additionally, he carefully analyzes the opposition, observing their strengths, weaknesses, and tactics, while also monitoring his own team's movements. Messi may be less valuable to his team early in the game, but this pause elevates his value for the remaining 95 percent of the match. In a memorable match between Messi's Barcelona and rivals Real Madrid in 2017, Messi ran for only four minutes and walked for over eighty of the ninety minutes. However, when engaged, he was dynamic, creating nine chances, scoring one goal, and assisting in another. Masters don't jump into tactics; instead, they diagnose their own weaknesses and strengths and develop a strategy so that even with fewer resources, they outshine the rest. That's the essence of this week's Mindful Marketing toon. Story credit: Tedx Talk - A smart way to handle anxiety by Adam Alter Ph.d Illustration: Arun Ramkumar

The Messi effect in Miami! 🏝️ Messi arrived a couple of weeks ago to Miami, after declaring in a very controversial interview with Sports and Mundo Deportivo (sport magazines) he will join Inter the Miami. After that interview, Brand Finance made an analysis and assumptions about their arrival in Miami. Today after a couple of weeks since his arrival we have real data of his impact. Some of the most important highlights are: ⚽️ The Brand Value of Inter Miami has increased 2X more according to Brand Finance. 📱+4.3X increment of followers on Instagram. From 3 Million to 12,7 million followers in just 3 weeks 🤯 🇺🇸 The interest in fútbol before Messi was in the US at 3% after his arrival and is now after his arrival is expected to be between 8 and 10% first and second place in basketball and the NFL. ✅ Adidas has taken advantage and with the last content of the arrival of Messi, their engagement rate is quite bigger. The last reel has 66k comments where they have 150 comments on average. Conclusion: Messi is a product of Marketing and increment of revenues for all the stakeholders. He’s going to be paid 40m for at least 3 years contract. However, with all this impact on the sport and within the club, would you sign Messi if you were David Beckham? PS: let’s remember Beckham used to play at RM and now is building a team with Barcelona's star players of the last 15 years. Their biggest competitor for many years. I don’t know but the strategy of Inter Miami has been just GREAT.

🌟 A Lesson for Marketing Professionals from Messi and Ronaldo 🌟 In the world of marketing, we can draw invaluable lessons from unexpected places, even the intense rivalry between two football legends, Lionel Messi and Cristiano Ronaldo. ⚽ 🔥 The Exchange: Journalist: "You've won your eighth award, three more than Ronaldo. Is the competition over?" Messi: "It was an epic competition. We benefited from each other; we are both very competitive. We stayed at the top for ten or fifteen years." 💡 What Can We Learn? 1️⃣ Mutual Benefit: Messi highlights how competition can bring out the best in each other. Marketing pros, remember that healthy competition can drive innovation and excellence. 2️⃣ Sustained Success: Messi emphasizes how tough it is to stay on top. In marketing, consistency is key. It's not about reaching the peak; it's about staying there. 3️⃣ A Beautiful Memory: The rivalry between Messi and Ronaldo created unforgettable moments for football fans. In marketing, memorable campaigns and experiences leave a lasting impact. 4️⃣ The Human Touch: Even in the midst of competition, Messi reflects on the beauty of the period. In marketing, don't forget the human element. Building relationships and enjoying the journey is just as important as the destination. So, fellow marketers, remember: Compete, innovate, strive for consistency, and make beautiful memories along the way. 🚀📈 #MarketingLessons #MessiRonaldoRivalry #Competition #MarketingSuccess #Innovation #StayOnTop #HumanTouch #MarketingJourney