Más+ by Messi Scores Big with MLS NEXT and MLS GO Partnership: Transforming Sports Beverage Marketing Through Youth Development

Key Takeaways

• Más+ by Messi’s multi-year partnership with MLS NEXT and MLS GO represents a strategic entry into the North American youth soccer market, positioning the brand for significant growth as the sport expands nationally.
• The partnership leverages Lionel Messi’s authentic connection to soccer development through his own children’s participation in MLS programs, creating genuine brand alignment that resonates with both parents and young athletes.
• This marketing strategy capitalizes on the exponential growth of youth soccer in North America, with MLS NEXT expanding to over 40,000 participants and MLS GO establishing a nationwide presence across 44 states.
• By becoming the first-ever official partner of MLS GO, Más+ by Messi establishes a first-mover advantage in the recreational youth soccer space, creating brand loyalty among the next generation of consumers.
• The partnership’s timing—coinciding with Más+ by Messi’s nationwide retail rollout—creates powerful synergies between increased visibility at youth tournaments and critical retail distribution expansion.

Introduction: A New Player in the Sports Beverage Market

The sports beverage industry has long been dominated by established giants with decades of market presence. However, a significant shift is occurring as we witness the strategic entry of Más+ by Messi—a next-generation hydration beverage founded by global soccer icon Lionel Messi in partnership with The Mark Anthony Group. On May 2, 2025, Más+ by Messi announced a multi-year partnership with MLS NEXT and MLS GO, becoming the official hydration partner of both Major League Soccer youth development programs.

This partnership marks a pivotal moment in sports marketing strategy, demonstrating how emerging brands can effectively challenge established competitors by targeting strategic growth segments and leveraging authentic connections. As the North American soccer landscape undergoes unprecedented expansion in anticipation of the 2026 World Cup, this alliance represents more than just another sponsorship deal—it signals a sophisticated approach to market penetration and brand building through youth sports development.

The Strategic Landscape: Youth Soccer’s Explosive Growth in North America

Market Potential and Demographic Reach

North American soccer has entered a period of remarkable growth, particularly at the youth level. MLS NEXT, the most elite platform for player development in North America, features emerging talent from more than 150 clubs, including all MLS academies. The program is projected to expand to over 40,000 participants this year with the launch of a new competition tier. Meanwhile, MLS GO, launched in 2023 and operated by RCX Sports, has rapidly established a nationwide presence with hundreds of league operators across 44 states, serving as a community-based youth program providing inclusive soccer experiences for children ages 4-14.

This extensive reach creates an exceptional marketing opportunity. By partnering with these programs, Más+ by Messi gains access to:

1. A growing demographic of young athletes and their families
2. Highly engaged communities built around youth sports
3. Regular touchpoints through tournaments and events nationwide
4. Association with positive values of youth development and healthy competition

Timing and Market Entry Strategy

The partnership arrives at a strategically important moment as Más+ by Messi approaches nationwide retail distribution. Founded in 2024, the brand has already secured recognition as a ‘Best Beverage’ in the 2025 Men’s Health Food Awards, building credibility before its full-scale launch. By establishing this partnership now, Más+ by Messi creates a powerful promotional engine that aligns perfectly with its retail expansion plans.

Product-Market Fit: Why This Partnership Works

Authentic Brand Alignment

What makes this partnership particularly compelling is the authentic connection between Lionel Messi and youth soccer development. As noted in the announcement, Messi’s three sons currently play in an MLS academy or in MLS NEXT, creating a genuine story of family involvement that resonates with parents and young players alike.

“I’m so excited about this. It’s great that we have the opportunity through Más+ by Messi to help people who truly need it—especially children,” said Lionel Messi, co-founder of the hydration drink.

This personal connection transforms what could be seen as a typical celebrity endorsement into an authentic brand story, where the product creator has a vested interest in the quality and impact of youth soccer programs.

Product Positioning and Differentiation

Más+ by Messi has strategically positioned itself as “a first-of-its-kind hydration beverage with a balanced blend of electrolytes, vitamins, minerals, antioxidants and amazing taste.” The brand emphasizes being made without artificial sweeteners or colors, aligning with growing consumer demand for cleaner ingredient profiles in sports nutrition products.

The product’s origin story—that Messi created it to share with friends, family, and teammates—further reinforces its authenticity. This narrative creates a compelling contrast to the more corporate origins of established competitors in the sports beverage category.

Marketing Activation Strategy: Building Brand Presence

Tournament and Event Integration

The partnership kicked off during the 2025 Generation adidas Cup, one of the premier youth tournaments in the world, which took place in April in Bradenton, Florida. This immediate activation demonstrates the brand’s commitment to fully integrating with the youth soccer ecosystem rather than simply placing its logo on program materials.

According to Rishi Daing, Executive Vice President of Más+ Next Generation Beverage Co.: “We are on a mission to spotlight the importance of hydration and its positive impact on your body and mind. Especially younger ones. Más+ by Messi is native to soccer culture, which is growing more than ever. Our partnership with MLS NEXT and MLS GO underscores our commitment to helping young soccer fans and players stay positively hydrated and have fun.”

First-Mover Advantage

By becoming the first-ever official partner of MLS GO, Más+ by Messi secures a pioneering position in the recreational youth soccer space. This first-mover advantage allows the brand to establish foundational relationships with league operators, coaches, parents, and players before competitors enter the space. The brand can shape perceptions and expectations within this growing program, potentially making it more difficult for competing beverage companies to establish similar partnerships in the future.

Brand Development Through Youth Sports: The Long Game

Building Brand Loyalty Early

Sports beverage companies have long recognized the importance of establishing brand preferences early in a consumer’s life. By targeting youth sports programs, Más+ by Messi is implementing a classic strategy with a modern twist. Young athletes who regularly consume the product at practices and tournaments may develop brand loyalty that carries into adulthood.

What differentiates this approach, however, is the combination of:

1. A global superstar founder with multigenerational appeal
2. Focus on both elite development (MLS NEXT) and recreational play (MLS GO)
3. Integration with the fastest-growing youth sport in North America
4. Product positioning that aligns with contemporary health preferences

Creating Emotional Connections Through Developmental Support

Kyle Albrecht, Vice President & General Manager of MLS NEXT, highlighted the importance of hydration in athletic performance: “Performing at the highest-level means maintaining proper hydration, and nobody knows that more than Lionel Messi. We couldn’t be more excited to welcome Más+ by Messi as a new partner of MLS NEXT and first official partner of MLS GO.”

This statement underscores how the partnership positions Más+ by Messi not merely as a beverage option but as an essential component of athletic development. By framing the product as a tool that helps young athletes perform at their best, the brand creates an emotional connection that transcends typical product attributes like taste or price.

Broader Industry Implications: A New Model for Sports Marketing

The Changing Face of Celebrity Endorsements

The Más+ by Messi partnership represents an evolution in how athletes leverage their personal brands. Rather than simply endorsing existing products, elite athletes are increasingly creating their own brands that authentically connect to their expertise and personal values. This partnership demonstrates how these athlete-founded brands can then form strategic alliances that extend their reach and reinforce their authenticity.

Messi’s statement—”I’m thrilled to use our platform to support the development of young athletes, helping them stay hydrated and empowering their performance”—positions him not merely as a spokesperson but as an active contributor to youth development through his product.

Expanding Beyond Traditional Sponsorship Models

This partnership transcends the traditional sponsorship model in several key ways:

1. Developmental Focus: Rather than simply associating with professional teams or leagues, the brand invests in the development pipeline that creates future players and fans.
2. Dual-Market Approach: By partnering with both elite (MLS NEXT) and recreational (MLS GO) programs, Más+ by Messi reaches both the performance-focused segment and the broader participatory market.
3. Integration at Multiple Touchpoints: The announcement suggests the brand will “appear in innovative and creative ways across MLS NEXT and MLS GO,” indicating a more comprehensive integration than typical sideline branding.
4. Alignment with Sport Growth: The partnership explicitly connects to “the most exciting time in North American soccer history,” positioning the brand to grow alongside the sport itself.

Strategic Expansion: From Local to National

Building on Initial Success

Prior to this announcement, Más+ by Messi had already established itself as the Official Hydration Partner of Inter Miami CF, Messi’s current club. This new partnership represents a significant geographic expansion, taking the brand from a regional presence to a national platform through MLS youth programs.

The brand offers four flavors with names that connect to Messi’s career milestones: Miami Punch, Limón Lime League, Berry Copa Crush, and Orange d’Or. This product naming strategy creates multiple storytelling opportunities that can be integrated into youth tournament activations, further deepening the brand’s connection to soccer culture.

Complementary Marketing Channels

While the press release doesn’t detail the full activation strategy, the partnership likely creates synergies with the brand’s other marketing channels:

1. Retail Promotion: Tournament presence can drive awareness as the product rolls out nationally in retail locations.
2. Digital Content: Youth tournaments provide opportunities to create engaging content featuring young athletes and possibly appearances by Messi himself.
3. Social Media Integration: With @masbymessi active on Instagram and TikTok, the youth soccer community represents an engaged audience segment that can amplify brand content.

Measuring Success: Key Performance Indicators

For a partnership of this nature, success metrics likely include:

1. Brand Awareness: Tracking recognition among youth soccer participants and their families before and after activation
2. Market Penetration: Monitoring product adoption rates in markets where MLS NEXT and MLS GO have strong presence
3. Retail Performance: Analyzing sales data in regions following tournament activations
4. Community Engagement: Measuring participation in brand activities at events and digital engagement with related content
5. Partnership Expansion: Opportunities to extend into additional MLS properties or complementary youth sports programs

Conclusion: A Forward-Thinking Approach to Brand Building

The Más+ by Messi partnership with MLS NEXT and MLS GO represents a sophisticated approach to brand building in the competitive sports beverage category. By focusing on youth development, leveraging authentic connections, and aligning with the growth trajectory of North American soccer, the brand positions itself for sustainable growth as it enters national distribution.

For marketing executives in similar challenger brands, this partnership offers valuable lessons in how to compete against established category leaders by:

1. Finding authentic connections between product founders and target communities
2. Investing in developmental programs rather than just professional sports
3. Creating strategic timing between partnership announcements and retail distribution
4. Balancing elite performance associations with accessible recreational participation
5. Building brand loyalty through consistent presence at youth sporting events

As youth soccer continues its rapid expansion across North America, this partnership places Más+ by Messi in an enviable position to grow alongside the sport, creating the foundation for potential category leadership in the years ahead.

via: SBJ / MLS

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