Lionel Messi’s Más+ brand is set to launch its inaugural 1v1 World Crown street soccer tournament with a stop in Toronto, following the debut of its hydration drink, Más+ by Messi, in Canada last year.

Behind the launch of the tournament and the product is Más+ Next Generation Beverage Canada, a company co-founded by Messi last year and owned by The Mark Anthony Group of Companies.

The new tournament celebrates grassroots soccer talent in a fast-paced style, with female and male players competing in front of Messi in the final for a $5,000 reward. It kicked off Saturday in Los Angeles, with the first of four regional qualifiers. Over the next six weeks, the competition will make stops in Toronto, at Central Tech Stadium on August 16, as well as London and Dublin.

The Central Tech Stadium, according to the brand, will host about 200 participants and attendees, “transforming into a mini football festival for everyone onsite.”

The event is part of Más+ Next Generation Beverage’s first campaign in Canada, launched last week and supported by social, digital and influencer partnerships. Creators are highlighting both the tournament and the campaign to generate buzz and increase organic reach. Furthermore, a sampling program is being implemented across Canada, including pop-up events and surprise debuts to get the hydration drink into consumers’ hands and stimulate social media sharing.

UM is handling media buy, while Mekanism, VCCP (U.K.), Sling & Stone (U.S.) and Talk Shop (Canada) are overseeing PR and Community is responsible the execution of the event.

The Mark Anthony Group of Companies global head of brand Dan Cunningham tells Media in Canada that Más+ by Messi is a “brand on the march.”

The drink was officially launched in Canada last August, with its debut celebrated at Café Diplomatico in Toronto. Since then, the team has been focusing on building brand awareness with national distribution, starting with the convenience channel and expanding to health and wellness retailers. Currently, Más+ by Messi is available at 7-Eleven, Couche-Tard, Circle K, Petro-Canada, Parkland Fuel, Walmart, Healthy Planet, Popeyes and Supplement King.

“This is our first truly global campaign and an ambitious initiative to put us at the centre of all-day baller culture, a crucial demographic for the brand to grow,” Cunninghams says, noting that the launch is timely, as soccer is becoming increasingly popular in Canada, especially among women.

“Canada is a critical market for the brand on a global level,” he adds. “It was the second market we launched in after the U.S. And Toronto was seen as a cultural hub to amplify the 1v1 World Crown narrative out to the rest of the Canadian market.”

By hosting the tournament, Más+ by Messi strengthens its brand reputation and helps to position the product as a leading hydration solution for athletes, Cunningham says. The company plans to make the tournament annual to create a consistent platform for emerging soccer talent to showcase their skills, further enhancing the brand’s commitment to the sports community.

The campaign has already garnered 31 million views on Messi’s Instagram channel, indicating a strong start, Cunningham says.