AB InBev's Michelob Ultra, the Official Global Beer Sponsor for Copa América USA 2024, has enlisted the football legend Lionel Messi to become its newest brand ambassador.
The team-up solidifies the beer brand's partnership with CONMEBOL (Confederación Sudamericana de Fútbol), the organization behind South American football's major league tournaments.
Messi, the eight-time Ballon d'Or winner, expressed his pride in joining Michelob Ultra for the CONMEBOL Copa América USA 2024.
"I look forward to the energy the United States fans will bring to the competition and the memorable experiences and atmosphere Michelob Ultra will help create for football teams, players and fans alike," Messi noted.
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AB InBev CMO Marcel Marcondes highlighted the partnership as a celebration of their shared passion for football, emphasizing the unifying nature of the sport.
"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," Marcondes shared.
The partnership was made in light of the upcoming Copa América USA 2024, which takes place every four years and will be hosted in the U.S. in June and July.
The move to host the tournament in the U.S. was made in the hopes of attracting more countries, as it offers a unique experience for football fans as the sport gains popularity in North America.
With the new deal, AB InBev will have the ability to “support the tournament with cohesive brand experiences across participating countries,” through Michelob Ultra, as well as the company's other beer brands.
Michelob Ultra's involvement will extend to stadiums, training facilities, special events and sponsorships such as the "Superior Player of the Match Trophy" and locker room celebrations throughout the United States.