3 min read

Michelob Ultra reveal collaboration with CONMEBOL Copa América USA 2024 and partnership with Messi


In a coup for football enthusiasts, the partnership between AB InBev, the world’s leading brewer, and CONMEBOL (Confederación Sudamericana de Fútbol) has reached new heights with Michelob Ultra being named as the Official Global Beer Sponsor of Copa América USA 2024.

This renewed agreement reflects the company’s continued dedication to engaging fans across the globe through the most prominent sporting events.

Adding to the fervour, Michelob Ultra proudly unveils football legend Lionel Messi as its new brand ambassador. Messi expressed his pride in joining Michelob Ultra for its engagements at CONMEBOL Copa America USA 2024, emphasising the electrifying nature of the event and the anticipation of the energy that United States fans will bring. The tournament, scheduled to be hosted in the US in June and July 2024, will witness an increased number of participating countries, including the entry of the United States team, marking a significant expansion for football in North America.

Marcel Marcondes, AB InBev Chief Marketing Officer, reiterated the company’s mutual passion for football, underscoring the significance of partnering with the celebrated football icon, Lionel Messi.

“AB InBev’s partnership with CONMEBOL Copa América and Messi joining Team Ultra is a celebration of our shared passion for football,” Marcondes said.

“Football brings people together and is a key passion point for our consumers, we are excited to celebrate our shared passion with global football icon Lionel Messi – a perfect pairing of a superior athlete with our superior light beer.”

Alejandro Domínguez, president of CONMEBOL, echoed the sentiment, stating, “We are pleased with the partnership with AB InBev, a company that aims to provide meaningful experiences to fans by promoting the world’s most popular sport. We share the vision of working with a focus on people who enjoy football and doing so with passion and dedication.”

Michelob Ultra and its select local AB InBev brands are set to support the tournament through cohesive brand experiences across participating countries, including integrated engagements at stadiums, training facilities and special activations at Fan Fest events. The brand will also play a pivotal role in presenting the Superior Player of the Match Trophy and orchestrating locker room celebrations.

As the excitement builds up for CONMEBOL Copa América USA 2024, football enthusiasts and beer aficionados alike can look forward to an unparalleled combination of sport and entertainment, showcasing the best of football talent and the finest brews.

In conjunction with the upcoming tournament, it is important to highlight the rich heritage and diverse portfolio of AB InBev, a company with a unified vision of creating memorable experiences, moving the industry forward and leaving a positive impact on the world. With an extensive range of over 500 beer brands, AB InBev is a testament to brewing excellence and a commitment to championing the joy of shared moments around the world.

Similarly, CONMEBOL, the confederation of national football associations of South America, stands as the pride of the continent, embodying a rich legacy that evokes passion and unity through the beautiful game of football. Its esteemed member National Associations are a testament to the organisation’s enduring impact on the sport.

The CONMEBOL Copa America is highly regarded for its ability to captivate hearts and unite communities, showcasing the very essence of football – history, joy and passion, resonating across the continent and beyond.

The upcoming CONMEBOL Copa América USA 2024, with the enthusiastic endorsement of Michelob Ultra and the esteemed partnership with Lionel Messi, is set to create an unforgettable experience for football enthusiasts and beer lovers alike, enhancing the essence of unity, passion and celebration through the world’s most beloved sport.

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