Messi launched his drinks brand Mas+ in 2024 to the fury of YouTube and WWE star Paul, who is the face of his own company, Prime. The branding for both hydration beverages is strikingly similar, leading Paul to begin badmouthing the Inter Miami star online, and even joking about a potential boxing match. As a result, Messi filed a lawsuit to get a declaratory judgment confirming there was no copying involved. However, Paul then filed a countersuit, claiming Mas+ infringes Prime's trademark.