Lionel Messi's Mas+ Sues Prime Hydration

Lionel Messi's drink brand, Mas+, has filed a lawsuit against Logan Paul's PRIME Hydration for alleged anti-competitive behavior following Messi's launch of Mas+ in June 2024. The lawsuit, filed by distributor Mark Anthony International on October 8, claims PRIME threatened legal action for trademark and trade dress infringement, demanding Mas+ cease production. Mark Anthony argues that PRIME aims to monopolize common packaging designs, asserting that a survey showed no consumer confusion between the two brands. The lawsuit also highlights Logan Paul's public scandals as a factor that differentiates the brands in the market. This legal dispute adds to the series of lawsuits facing Logan Paul, including claims from the U.S. Olympic Committee and a $68 million lawsuit from a supplier. Despite the controversies, PRIME continues to hold a prominent sponsorship role in WWE events.