Importance Score: 55 / 100 🔵
Javier Zanetti, impeccably dressed in black, appeared both impressed and slightly amused as he recited the label of a Limon Lime Mas by Messi drink. He stood on stage at the Chase Stadium VIP reception, resembling a sophisticated operative more accustomed to the opera than endorsing the “Future Of Hydration.” The Mas by Messi launch signals a new era, but what does it mean for the future of football and sports energy drinks?
The Allure of Mas by Messi
Zanetti’s reaction was understandable. Moments before, a marketing executive had lauded Lionel Messi’s new energy drink with fervent enthusiasm, declaring that this “official hydration partner of the Argentine FA” would “inspire generations.” The executive clearly was already a believer in the Mas.
The Mas launch was an immersive experience. Attendees luxuriated in the Mas atmosphere, enjoyed bottomless Mas shots, while reporters—the Mas Media—observed from the sidelines. Even the World Cup trophy was present, adding a sense of significance.
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As far as sports drinks go, Mas offers a familiar taste, evoking the sensation of Skittles mixed with seawater in a plastic container. Yet, the name itself is remarkably fitting.
The Meaning Behind “Mas”
“Mas” translates to “more,” suggesting increased energy and endurance – apt, considering Messi visibly improved his performance later in the opening night. “Mas” is also the surname of Inter Miami’s influential owners, Jorge and Jose. In a single word, it encapsulates FIFA’s vision for football: boundless expansion and ambition.
A Cultural Phenomenon
The name is also culturally relevant due to its Spanish origin. One clear takeaway from the Club World Cup is that Spanish is the dominant language, the lingua franca, of football in the Americas and in global elite football.
The Rise of Spanish in Global Football
The tournament’s pervasive Hispanic influence is evident not just in South Florida, but also in its economic and demographic structures.
Trent Alexander-Arnold’s use of Spanish, for example, shouldn’t be surprising. The elite echelons of football, from players to coaches to power brokers, increasingly communicate in Spanish.
The opening game itself was a predominantly Spanish/Hispanic/Central-South American affair. Most attendees wore Messi jerseys, accompanied by Latino club music. Gianni Infantino emphasized the importance of the event in Spanish (“muy importante“).
Statistical Domination
Numerically, the presence of South American players is significant. Over 300 South American players are participating, with a remarkable 105 from Argentina alone, 47 of whom play outside their home country. Argentina is a leading exporter of football talent. Even the tactical approaches, influenced by Guardiola, have infused the game with Spanish nuances, affecting managers like Graham Potter and Enzo Maresca.
Linguistic Integration in Teams
Club dynamics reflect this linguistic shift. Luis Enrique at Paris Saint-Germain successfully eliminated the divide between Spanish-speaking players and the rest of the squad. Messi himself noted that Kylian Mbappé’s fluency in Spanish would ease his transition to the French club.
Kalvin Phillips observed that his lack of Spanish hindered his integration at Manchester City, where seven coaches speak Spanish. John Stones took Spanish lessons to improve defensive coordination, and Erling Haaland’s pre-signing Spanish lessons highlight the importance of language skills. In elite football, learning Spanish is a significant advantage. José Mourinho’s career started thanks to his language facility, and Infantino wields his fluency as a key asset.
The Spanish-Speaking Summit
Given the prevalence of Spanish in bars, buses, and press conferences, this tournament underscores the Spanish-influenced domination of football.
Geopolitical Implications
Football exists within a framework of societal tensions.
Fifa’s newest headquarters are located in Florida, a region marked by racial and linguistic divisions. Spanish is a politically charged language, representative of both immigrant communities and a significant segment of the population. Politicians have targeted Nicaraguans, Venezuelans, Cubans, and Mexicans with divisive rhetoric.
Football has intertwined with this dynamic. The Club World Cup opening night crowd was largely Latin, mirroring the demographic at a Hispanic immigration rights protest in South Beach. A mural of Messi overlooked the scene, akin to a modern T.J. Eckleburg.
A Potential Power Shift in Football?
While European clubs will likely dominate the Club World Cup and claim the $1 billion prize pool, FIFA asserts the tournament could redistribute wealth. South America anticipates a share of the profits, aiming to reverse its role as a talent provider for European football. The goal is to retain and develop more players domestically, moving beyond being a colonial talent pool, and declaring “No Mas.”