For decades, mate was a deeply rooted tradition in countries like Argentina, Uruguay, and parts of Paraguay and Brazil. Consumed in homes, offices, and social gatherings, mate is part of the daily lives of millions of people. However, outside the region, it was seen more as a cultural curiosity than a product with international appeal.
That scenario began to change in recent years, largely due to the global visibility of Argentine soccer and figures like Lionel Messi. Images of players sharing mate during team gatherings, trips, or training sessions began circulating widely on social media and sports broadcasts.
In a world where athletes are also content creators and cultural icons, these everyday scenes had an unexpected impact: transforming mate into a symbol of identity associated with sporting success and the lifestyle of world champions.
The Argentine national team as a cultural icon
The Argentine national team not only gained global prominence after their victory in the 2022 FIFA World Cup in Qatar, but also became a powerful cultural force. During every training camp or international trip, images of the team sharing mate reinforced the association between the beverage and the team’s camaraderie.
Players like Messi, Julián Álvarez, and Rodrigo De Paul have repeatedly showcased their mate routine, helping to normalize its consumption among global audiences.
This type of exposure functions similarly to an organic marketing strategy: millions of fans observe the daily habits of their idols and, in many cases, seek to replicate them. The result is that a domestic custom has become a visible cultural symbol on the international stage.
When athletes become market drivers
The impact isn’t limited to the cultural dimension. It also has commercial implications. In recent years, various yerba mate brands have begun to partner with the Argentine national team or individual players to boost their brand positioning.
A recent example is the incorporation of the Baldo brand into the national team’s daily routine, an association that strengthens the link between the product and the sporting elite.
These types of agreements show how local companies can leverage the global reach of soccer to position traditional products in new markets. For Latin American brands, the sport’s international visibility becomes a platform for internationalization.
From a marketing perspective, the case of yerba mate demonstrates how a cultural product can become a brand asset when associated with influential figures and aspirational narratives.
The unexpected spread among international players
One of the most interesting phenomena is that mate consumption has begun to spread beyond Argentine players. In European leagues, several foreign footballers have adopted the habit after sharing a locker room with Argentine and South American teammates. In some Premier League teams, for example, the infusion has become increasingly common among players.
Even players from the England national team have publicly acknowledged their fondness for mate and its stimulating effects, comparing it to a more natural alternative to coffee or energy drinks.
Among the most frequently mentioned benefits are improved concentration, antioxidants, and the sustained energy provided by yerba mate. These attributes, combined with its social dimension, explain why the beverage has begun to gain popularity within the sports world. What began as a cultural curiosity has gradually transformed into a habit adopted by athletes from various countries.
From Argentina to the World Cup
The World Cup typically serves as one of the most visible media platforms on the planet, reaching billions of viewers and generating a massive amount of content on social media. In this context, seemingly simple habits of players, such as sharing mate in team gatherings, training sessions, or mixed zones, can become viral moments that amplify global interest in specific cultural products.
For yerba mate brands and producers, this type of exposure represents a form of organic advertising that is difficult to replicate through traditional campaigns. If global figures like Lionel Messi or other South American players continue to showcase their mate consumption during the tournament, the event becomes an international promotional platform. In a tournament hosted in three of the world’s largest consumer markets (the United States, Mexico, and Canada), this cultural visibility could translate into business opportunities and a greater presence for the product in markets outside of Argentina.
Cultural identity as a tool of soft power
The case of mate illustrates a broader phenomenon: the capacity of certain cultural products to become tools of “soft power.”
In the case of Argentina, soccer functions as a global platform for projecting elements of national identity. The world champion team not only exports sporting talent but also cultural habits, from music to gastronomy.
For international consumers, these elements become attractive precisely because of their authenticity. They are not perceived as traditional advertising strategies but as genuine expressions of a lifestyle.
In this context, mate goes from being simply an infusion to becoming a cultural symbol associated with values such as friendship, effort, and teamwork.
Lessons for brands looking to Latin America
For international companies interested in Latin America, this phenomenon offers several lessons. First, it demonstrates the global potential of local cultural products when combined with internationally visible platforms such as sports.
Second, it shows how global audiences are increasingly responding to authentic and organic narratives. Mate didn’t gain popularity through massive global advertising campaigns, but rather through the everyday visibility of admired figures.
Ultimately, it demonstrates the value of cultural storytelling in international marketing strategies. When a product is linked to a powerful story, like that of the Argentine national team’s World Cup victory, its ability to penetrate new markets multiplies.
A local custom with global potential
Mate remains, in essence, the same beverage shared for generations in South American homes. However, its presence in the locker rooms of European teams and in the hands of some of the world’s most famous footballers shows how a traditional product can acquire a new global dimension.
In a context where brands seek authenticity and cultural connection, the journey of mate offers a clear example leading up to the 2026 World Cup: sometimes, the best ambassadors for a product aren’t advertising campaigns, but the stories that accompany it.
These types of events generate a vast amount of stories, symbols, and products associated with sports. For international companies interested in Latin America, working with agencies with a regional presence like Sherlock Communications allows them to identify emerging cultural trends, translate them into narratives relevant to different markets, and amplify their impact across media, audiences, and platforms throughout the region.