White Claw announced on Wednesday that soccer legend Lionel Messi is collaborating with the creator of the popular alcoholic beverage brand to launch a new drink this summer.
The short press release did not give out many details, except that the new “game-changing, non-alcoholic hydration beverage” will first launch in the United States and Canada, and will then be rolled out globally.
Messi is also participating in the partnership with Mark Anthony Brands, White Claw’s parent company, as an owner of the new beverage brand.
"I'm so excited about this, I'm invested as an owner. I've never done anything like this before," Messi said.
Beer Business Daily wrote that the announcement coincides with Mark Anthony Brands unveiling a new Liquid Refreshment Beverage Division, with EVP Rishi Daing leading it in the U.S. and reporting directly to Phil Rosse, the president of Mark Anthony Brands.
Messi as a Global Brand Icon
As a renowned football superstar currently showcasing his talents with Inter Miami in Major League Soccer (MLS) and having a social media following exceeding 300 million across platforms, Messi's influence transcends the boundaries of the pitch.
This makes him a sought-after collaborator for leading brands worldwide, as proven by his estimated endorsement income of $33 million per year.
His collaborations with major brands like Michelob Ultra, Budweiser, and PepsiCo have contributed to his status as one of the most marketable athletes, with a staggering 90% recognition rate among sports fans worldwide.
You’ve never seen MLS like this.
— Apple TV (@AppleTV) February 18, 2024
Watch every match with #MLSSeasonPass on Apple TV. pic.twitter.com/7fPDd4wrFd
Additionally, his most recent partnership with Apple TV for the 2024 MLS season highlights his ability to resonate with diverse audiences and drive brand visibility.
Amidst rumors of retirement and ongoing speculation about his next career move, Messi is investing in Mark Anthony Brands to release a new beverage signaling a new chapter in his brand journey.
