Yerba mate, a traditional South American beverage frequently seen with Lionel Messi, is expected to have a significant presence at the 2026 World Cup. The drink is deeply rooted in South American culture, symbolizing friendship and cultural identity. Its visibility extends beyond Messi’s personal use, becoming a recognizable image within the sport. The 2026 World Cup, co-hosted by the United States, Canada, and Mexico, will likely expose a wider international audience to yerba mate. This increased exposure is anticipated to further popularize the drink beyond its traditional consumer base. The beverage’s association with Messi is expected to contribute to its growing appeal and recognition during the tournament.