Cheers to Victory: Michelob Ultra named Official Global Beer Sponsor of Copa América USA 2024™, Messi adds star power as brand ambassador

AB InBev, the foremost brewery globally, and CONMEBOL (Confederación Sudamericana de Fútbol), the governing body for South American football, are set to enhance their collaboration by designating Michelob Ultra as the Official Global Beer Sponsor for Copa América USA 2024™. This extended partnership underscores the company's enduring dedication to fans worldwide, emphasising its global involvement in the most celebrated sporting events.

Football icon Lionel Messi

Lionel Messi, the CONMEBOL Copa América champion and a global football icon, will be Michelob Ultra's new brand ambassador. He expressed his excitement about the news by saying, "I am so proud to join Michelob Ultra for its activations at CONMEBOL Copa America USA 2024™, such an electrifying moment for our sport. I look forward to the energy the United States fans will bring to the competition. The memorable experiences and atmosphere Michelob Ultra will help create for football teams, players and fans alike."

Low-carbon aluminium cans

In October 2020, AL Circle reported that the harmonious alliance between Rio Tinto and Anheuser-Busch InBev (AB InBev) came to light like a symphony of sustainability. A global partnership was forged, not merely to deliver aluminium cans but to unveil a new era of libation vessels that transcend the ordinary, a testament to both recyclability and the alchemy of responsible, low-carbon aluminium production.

Copa America expands tournament’s reach

In June and July 2024, the United States is set to host the CONMEBOL Copa América every four years, which serves as a unifying event for the entire continent. This move expands the tournament's reach to a broader fan base and allows more participating countries, including the U.S. Team, to compete. Against the backdrop of surging enthusiasm for football in North America, the U.S. provides a distinctive setting for spectators to witness thrilling matchups among 16 teams representing South, Central, and North America. With its remarkable growth, doubling in volume over the past five years, Michelob Ultra, the second-largest beer brand in the U.S., is strategically positioned to align with the tournament's momentum and capture the excitement surrounding this prestigious event.

In addition to Michelob Ultra, selected local AB InBev brands will support the tournament through cohesive brand experiences. Throughout the US, the brand will be integrated into stadiums and training facilities, as well as at Fan Fest events and in locker rooms.

Let’s hear the officials

Marcel Marcondes, the Chief Marketing Officer of AB InBev, said, “AB InBev’s partnership with CONMEBOL Copa América 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 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, the President of CONMEBOL, said, “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.”