The launch of Lionel Messi's new energy drink, "Mas by Messi," at the Club World Cup in South Florida isn't just a celebrity endorsement; it's a cultural statement, underscoring the dominance of Spanish as the new lingua franca of the tournament and, arguably, of football itself in the Americas. The atmosphere at the Chase Stadium VIP reception suite was described as "intoxicating," with beautiful people enjoying "Mas vibes" and "bottomless Mas shots." Even the World Cup trophy lent its gravity to the event.
The choice of Javier Zanetti, a legendary Argentinian footballer, to read aloud from the drink's label further emphasizes the Hispanic influence. Zanetti, dressed as if he were an "elite hired assassin on his way to the opera," added a touch of gravitas to the proceedings. The marketing manager's description of the drink as an inspiration for generations, the "official hydration partner of the Argentine FA" taking over from water itself, highlighted the almost evangelical fervor surrounding Messi's brand.
Beyond the glitz and glamour, there's a deeper structural shift at play. The Club World Cup, taking place in South Florida, is overwhelmingly Hispano-Latin-Iberian, not just geographically but also economically and demographically. Over 300 South American players are participating, a third of the total, with a striking 105 Argentinian players involved, many based outside their home country. This points to Argentina's current status as a leading exporter of football talent.
The influence of Spanish extends beyond player demographics. "Guardiola-ism," the tactical template for modern football, has Spanish-inflected language permeating the sport, even in English-speaking environments. Managers like Graham Potter and Enzo Maresca are described as having an indefinable "Spanish-style," and club dressing rooms reflect this linguistic shift.
Learning Spanish is becoming an essential element for anyone aspiring to succeed in elite football. José Mourinho's career, initially as a translator, is a testament to the importance of language skills. FIFA President Gianni Infantino wields his fluency as a tool. Given the recent dominance of Spanish-speaking nations in both men's and women's World Cups and Champions League competitions, this Club World Cup signifies a high point in football's Spanish-infused era.
This linguistic shift also touches on economic factors. The Club World Cup, while driven by financial motivations, presents an opportunity for South America to claim a larger share of football's wealth, reversing its role as a mere talent pool for European clubs. The phrase "No Mas" encapsulates the desire to retain and develop talent within the region.
The name "Mas" itself is fitting, embodying FIFA's vision of endless growth and capturing the ambition of Inter Miami's wealthy owners. It also reflects Messi's performance, as he seemed to gain strength as the opening night progressed.
The Messi drink launch and the broader Club World Cup serve as a reminder of the growing influence of Spanish in the world of football, a shift that extends beyond the field and into the realms of economics, culture, and language.
