The $400B beverage industry just got a lot more interesting. Chiefs’ superstar QB Patrick Mahomes is expanding his portfolio with a new venture. The three-time Super Bowl champion launched a beverage brand as a lead investor recently. 

However, he might be in a surprising situation for this one. With the world’s richest footballer, Lionel Messi, launching his own hydration brand, Mahomes’ venture seems to be in danger. Considering Messi’s $560M wealth, will Mahomes’ investment battle through?

Touchdown or Turnover? Patrick Mahomes’ beverage battle with Lionel Messi

After the OTAs, QB Mahomes showed up to his first press conference. He launched a new ready-to-drink beverage brand on May 16—Throne Sport Coffee. Mahomes teamed up with Michael Fedele, a seasoned veteran of the beverage sector. Fedele is the brand’s largest shareholder, followed by Mahomes, who is now in the middle of a $450 million, 10-year NFL deal, according to Sportico. 

The Kansas City superstar not only attended the developmental meetings, but he also had samples sent to his home every two to three weeks. Michael Fedele, the CEO and founder of Throne Sport Coffee, revealed exclusively, “It’s quite the bump. That’s how involved and thrilled Mahomes is to share this with the public.”

Inter Miami star Lionel Messi has tapped into the $400 drink market as well. He teamed up with White Claw’s parent company to develop a new hydration drink, Mas+. This brand is a part of Mark Anthony Brands’ new line of non-alcoholic beverages, which also includes Mike’s Hard Lemonade. According to Major League Soccer, since Messi joined the team, sponsorship income has increased by 15% to $587 million. Notable brands (including Celsius) serve as the league’s official energy drink. 

Patrick Mahomes is a well-liked product endorser himself. He’s worked with infamous brands like Adidas, Head & Shoulders, Hyperice, Hy-Vee, State Farm, Subway, and more. But with Lionel Messi’s immense influence, will the QB’s venture investment face a certain challenge?

Messi vs. Mahomes’ Millions: Can fame buy market share in the beverage industry?

Both Messi and Mahomes are sports kings, but their celebrity status may (or may not) have much impact on the beverage industry. QB Mahomes owns small shares in several professional sports clubs, including the Kansas City Royals of MLB, Sporting Kansas City of MLS, Kansas City Current of the NWSL, and Alpine of Formula One. Football superstar Lionel Messi has a sizable share of investments as well. 

However, according to Andrea Hernández, founder of Snaxshot, a platform for food and beverage insights, adding Messi’s name to a beverage doesn’t ensure success. In an interview, she opened up by talking about celebrity influence and how it doesn’t really help with brand growth, as the market is extremely competitive. 

It all boils down to price, parity, and distribution in this saturated market. Hernández told CNN, “Assuming Messi has secured some good deals to try and actually compete with not only Prime but also Gatorade, BodyArmor, and others. They only have an advantage because of Messi’s reputation.”

While Mahomes and Messi boast impressive portfolios, industry experts warn against overestimating celebrity influence. Also, both sports personalities have tapped into different market niches in the beverage industry. Mahomes’ investment is in a coffee brand, whereas Messi initiated a hydration drink company. Anyway, success in the beverage sector goes beyond celebrity influence per experts—so, irrespective of a celeb’s net worth, in the end, only the product quality wins.