AB InBev and CONMEBOL continue thriving partnership to elevate the football fan experience
BRUSSELS – WEBWIRE – Friday, December 8, 2023
AB InBev, the worlds leading brewer, and CONMEBOL (Confederacin Sudamericana de Ftbol), the governing body of South American football, are joining forces to take the football fan experience to the next level with Michelob Ultra as the Official Global Beer Sponsor of Copa Amrica USA 2024. This enhanced partnership underscores the companys unwavering dedication to fans around the world through the biggest sporting events.
What’s more, Michelob Ultra is thrilled to reveal that Lionel Messi, the CONMEBOL Copa Amrica champion and global football icon, has joined as a brand ambassador. Messi himself expressed his excitement for the news: I am absolutely delighted to be a part of Michelob Ultra for its activations at CONMEBOL Copa America USA 2024, an electrifying moment for our sport. I’m looking forward to the energy that the United States fans will bring to the competition, and the unforgettable experiences and atmosphere that Michelob Ultra will create for football fans, players, and teams.
The 2024 CONMEBOL Copa Amrica taking place in the United States in June and July of 2024 is a once-in-four-years opportunity that brings the continent together and opens the tournament to an even wider audience of sports fans. Hosting the tournament in the U.S. will mean more participating countries, including the U.S. Team, as well as providing an extraordinary stage for spectators, amidst considerable growth and excitement for football across North America. With a surge in volume in the last five years and now the second-largest beer brand in the U.S., Michelob Ultra is well positioned to grow alongside the tournament that promises some of the most highly-anticipated matches between 16 teams representing the Americas.
Marcel Marcondes, AB InBev Chief Marketing Officer, shared his thoughts on the partnership, “AB InBev’s partnership with CONMEBOL Copa Amrica and Messi joining Team Ultra is a celebration of our shared passion for football. Football brings people together and is a key passion point for our consumers. We are thrilled to celebrate our shared passion with global football icon Lionel Messi a perfect pairing of a superior athlete with our superior light beer.”
We are thrilled to partner with AB InBev, a company that aims to create meaningful experiences for fans and promote the worlds most popular sport. We share the vision of working with a focus on football enthusiasts with passion and dedication,” said Alejandro Domnguez, president of CONMEBOL.
Michelob Ultra, along with select local AB InBev brands, will support the tournament with cohesive brand experiences across participating countries. In the U.S., the brand will be integrated into stadium and training facilities, host special activations at Fan Fest events, as well as the Superior Player of the Match Trophy and in locker room celebrations.
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