The world of sports and entertainment was rocked by a shocking lawsuit between sports and entertainment star Logan Paul and football great Lionel Messi over their respective sports drink brands, Prime Hydration and Más+, and it has taken a shocking new turn after Paul proposed to put their rivalry to rest in a bout of boxing.
The conflict began in June of 2024 when Messi launched Más+, a hydrating beverage distributed by Mark Anthony International. Fans and business insiders soon noticed uncanny similarities between the graphics of Más+ bottles and Prime Hydration, a sports drink co-founded by social media personalities Logan Paul and KSI. Accusing Messi’s team of stealing their brand, Paul and KSI sued in October of 2024 for trademark infringement and unfair business tactics.
In response, Messi’s lawyers countersued, claiming that Prime Hydration was attempting to monopolize usual design elements found in sports drink brands. They argued that their design of their bottle and their brand was distinct enough to stand on their own and that Prime was unfairly stifling competition. The case has continued to escalate, each side remaining steadfast in their claims.
Sports drinks have become a highly lucrative business in the drink business, and Prime Hydration is making a splash after it launched in 2022. With the support of social media behemoths Logan Paul and KSI, Prime has gained traction in a short time to rival old giants such as Gatorade and Powerade.
On the contrary, Lionel Messi’s Más+ has been positioned to capitalize on the football icon’s huge fan base. With Messi’s popularity, largely in Latin America and Europe, the drink is going to be a force to be reckoned with in the marketplace. The lawsuit is not just a war of brands—it’s a battle for control in a multi-billion-dollar marketplace.
In a surprising move, Logan Paul took to social media to suggest a radical solution to the controversy. In a widely viewed video, Paul declared, “I will drop it if Logan Paul vs. Messi is done in 2025. I’ll meet you in the ring, brother.”
Paul, who already has a background in high-profile bouts of professional boxing against Dillon Danis and Floyd Mayweather, is a seasoned pro in the ring. Messi, however, is used to entertaining fans on the pitch, not in a ring, and has yet to respond to the challenge. Paul’s approach has been met with suspicion, though it has also caused a huge amount of media interest, adding a new aspect of entertainment to the legal drama.
Legal experts weighed in on the case, with some suggesting that there is merit to Prime Hydration’s argument, and others that Más+ has a strong defense to trademark infringement claims. “The case is a reflection of the challenges of intellectual property rights in competitive industries such as sports drink companies,” said trademark attorney Jennifer Roberts. “Prime may have a unique design, but it’s not clear that they can assert rights over typical bottle design elements.”
Industry professionals also chimed in regarding Paul’s challenge to Messi. Sports marketing expert David Carter added, “Logan Paul is a publicity specialist, and this potential bout is a stroke of brilliance to sustain the interest of the public. Whether Messi responds or not, Prime Hydration is already benefiting from the added media exposure.” Meanwhile, fans have taken to social media to share their opinions. Paul’s fans would love to witness the bout, while Messi’s fans describe it as a publicity stunt. The controversy has heightened interest in the ongoing litigation.
