Lionel Messi is expected to earn his 200th cap as Argentina opens its World Cup campaign against Algeria at Kansas City's Arrowhead Stadium on Tuesday night, with coach Lionel Scaloni declaring that "not only the Argentinian population but everybody — the whole planet — wants to see him play." The milestone appearance underscores the enduring marketability and global appeal of the reigning World Cup champions, whose success four years ago continues to drive international interest and economic activity around the tournament.
Scaloni said, "Everybody wants to see him on the pitch, because he has an effect not only on Argentina fans but supporters all over the world." Messi had been dealing with a minor hamstring issue in the lead-up to the World Cup, but he looked comfortable in the rare chances reporters witnessed training. In last week's final tuneup against Iceland at Auburn's Jordan-Hare Stadium, he came into the game as a second-half substitute, scored moments later on a penalty kick and played 20 minutes without any problems.
The Captain's Readiness
Scaloni said, "There's nothing negative to say. He's always been there, and he's essential for us. He's going to remain that way." Messi had not spoken publicly since the national team congregated for the World Cup about two weeks ago. The captain's health and performance remain central to Argentina's prospects and to the broader commercial success of the tournament, as his presence drives television viewership, merchandise sales, and ticket demand across host cities.
Cultural Commerce: The Yerba Mate Phenomenon
Fans were also bringing yerba mate to World Cup matches, along with flags, jerseys and songs, and sharing cups and straws to drink the caffeinated beverage that is ubiquitous in some South American countries. When reigning World Cup winners Argentina arrived at their hotel in Kansas City, fans were outside pouring and sharing yerba mate in gourd cups with metal bombillas, the straw that acts as a filter for the steeped leaves. At Cafe Corazon, one of the biggest importers of yerba mate in the Midwest, a line of fans wearing sky blue-and-white striped jerseys was nearly out the door on Monday, the day before Argentina played its first match of the World Cup.
Dulcinea Herrera, one of the co-owners of Cafe Corazon, said, "Our mate has been flying off the shelves." She said, "So a lot of people have been coming in to try it. People who aren't Argentinian want to just have that experience. And we have a lot of Argentinians coming in saying, 'Oh, this reminds me of home.'" The beverage has spread alongside the multicultural appeal of soccer, including in the United States, where it has become a drink of choice for star athletes on the pitch and off.
Market Expansion Through Athletic Endorsement
Among the World Cup's most famous stars who drink it are Uruguay's Luis Suarez and Argentina's Lionel Messi. Messi posted a photo of himself holding a mate cup in one hand and the World Cup trophy in the other after his team won in 2022. The drink dates back to Indigenous people and the gauchos, South American cowboys, and is sipped around the world with other nations and cultures adding different spins or flavors, said Christine Folch, a cultural anthropologist at Duke University and author of "The Book of Yerba Mate."
Folch said people in Paraguay, Uruguay, Argentina and Brazil prefer their mate in different types of vessels and prepared in different ways, which can be a cultural identifier when fans meet up at a friendly match. She said she has a large collection of mate cups, including ones made of cow hooves and horns, alongside hand-stitched, leather-wrapped metal cups and gourds. Folch said mate became popular in Syria and Lebanon in the early 20th century, which is why one of the main places to get the traditional dried leaves in the United States is at Middle Eastern grocery stores.
In the United States, it is often sold in refrigerated cans, marketed to an American audience as a natural energy drink and mixed with fruit flavors. Some Cuban Americans drink a version of mate that is sweetened and carbonated. In Berlin, Club Mate is a popular carbonated drink that often gets mixed with alcohol. Traditionally, the leaves of the trees are smoked during preparation, so the mate can have a smoky overtone as well as a strong grassy, earthy flavor that people say makes them feel less jittery than coffee. Folch said it is pronounced like MAH-teh, not like a soccer teammate.
Folch said mate is made for social settings because traditionally people share the same cup or bring enough to share. "When somebody offers you mate and you accept, what you have done is you have stepped into a relationship. So it's a way of bonding with people," she said. Sebastian Cufre and his father Rene, who was born in Argentina, drove to Kansas City from Albuquerque trying to score last-minute tickets to the match. They met other Argentina fans at Cafe Corazon and shared a cup of mate around their tables.
Rene Cufre said, "It's like something that you pass around during the games." He said he had tried the canned American version but was not a fan. "Honestly, I don't even consider that to be mate," he said. "That's like a completely different class of beverage." Fernando Villagran, originally from Salta, Argentina, who traveled from California to cheer on Argentina's team, said, "It's not only a drink, but a social thing. It is about friendship."
Why This Matters:
Messi's 200th international appearance represents not only a personal milestone but a significant economic driver for the World Cup, demonstrating how individual excellence sustains global markets for sports entertainment, broadcasting rights, and tourism. The yerba mate phenomenon illustrates how free enterprise responds to cultural demand, with small businesses like Cafe Corazon capitalizing on authentic consumer preferences rather than government-directed cultural programs. The beverage's organic spread through athlete endorsement and immigrant communities shows market-driven cultural exchange at work, from Middle Eastern grocery stores to American energy drink companies adapting the product for local tastes. The contrast between traditional mate and commercial versions highlights consumer choice and entrepreneurial adaptation, while the economic activity surrounding Argentina's opening match—from cross-country travel to last-minute ticket purchases—demonstrates the World Cup's role as a catalyst for private sector growth and international commerce.