Michelob Ultra is proud to also announce that CONMEBOL Copa América champion and global football icon, Lionel Messi, will be a new brand ambassador. He shared his excitement for the news: “I am so proud to join Michelob Ultra for its activations at CONMEBOL Copa América USA 2024™, such an electrifying moment for our sport. 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.”
The United States will host CONMEBOL Copa América in June and July 2024, a setting which only happens every four years connecting the continent and expanding the tournament to even more fans of the sport. Bringing the tournament to the U.S. will increase the number of participating countries, including offering the U.S. Team entry into the competition, and provides a unique backdrop for spectators amid tremendous growth and excitement for football across North America. Having doubled in volume in five years and the number two beer brand by volume in the U.S., Michelob Ultra is well-positioned to grow alongside the tournament which promises some of the most anticipated matchups between 16 teams representing South, Central and North Americas.
“AB InBev’s partnership with CONMEBOL Copa América and Messi joining Team Ultra is a celebration of our shared passion for football,” said Marcel Marcondes, Chief Marketing Officer of AB InBev. “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.”
“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,” stated Alejandro Domínguez, 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 locker room celebrations.
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About Anheuser-Busch InBev
Anheuser-Busch InBev (AB InBev) is a publicly traded company (Euronext: ABI) based in Leuven, Belgium, with secondary listings on the Mexico (MEXBOL: ANB) and South Africa (JSE: ANH) stock exchanges and with American Depositary Receipts on the New York Stock Exchange (NYSE: BUD). As a company, we dream big to create a future with more cheers. We are always looking to serve up new ways to meet life’s moments, move our industry forward and make a meaningful impact in the world. We are committed to building great brands that stand the test of time and to brewing the best beers using the finest ingredients. Our diverse portfolio of well over 500 beer brands includes global brands Budweiser®, Corona® and Stella Artois®; multi-country brands Beck’s®, Hoegaarden®, Leffe® and Michelob ULTRA®; and local champions such as Aguila®, Antarctica®, Bud Light®, Brahma®, Cass®, Castle®, Castle Lite®, Cristal®, Harbin®, Jupiler®, Modelo Especial®, Quilmes®, Victoria®, Sedrin®, and Skol®. Our brewing heritage dates back more than 600 years, spanning continents and generations. From our European roots at the Den Hoorn brewery in Leuven, Belgium. To the pioneering spirit of the Anheuser & Co brewery in St. Louis, US. To the creation of the Castle Brewery in South Africa during the Johannesburg gold rush. To Bohemia, the first brewery in Brazil. Geographically diversified with a balanced exposure to developed and developing markets, we leverage the collective strengths of approximately 167,000 colleagues based in nearly 50 countries worldwide. For 2022, AB InBev’s reported revenue was 57.8 billion USD (excluding JVs and associates).
About CONMEBOL
The Confederación Sudamericana de Fútbol, better known as CONMEBOL (which comes from the acronym used in cable releases: Confederación Sudamericana de Fútbol), is the confederation of national football associations (federations) of South America. Founded on July 9, 1916 in Buenos Aires, it is the first Confederation in the world, established almost 40 years before the next ones to be formed. CONMEBOL originated from a tournament between countries of the South American continent. The first Copa América was held in 1916 in Buenos Aires in celebration of the hundred years of Argentina's independence. This was the beginning of the institution, originally composed of the associations of Argentina, Brazil, Chile and Uruguay. Later on, the other South American associations joined CONMEBOL: Paraguay (1921), Peru (1925), Bolivia (1926), Ecuador (1927), Colombia (1936) and Venezuela (1953). It is the only soccer confederation in which all its associations are also members of FIFA and the International Olympic Committee (IOC). Its ten member National Associations are the pride of CONMEBOL.
About CONMEBOL Copa América 2024™
The CONMEBOL Copa América 2024™ will be played in the United States and includes 10 CONMEBOL teams and 6 guest teams from Concacaf. This traditional tournament is organized by both confederations. Concacaf’s 6 teams will qualify through the 2023/24 Concacaf Nations League. At the conclusion of the Group Stage, the League A group winners and runners-up then advance to the Quarterfinals, where they were paired with the four top ranked Concacaf Nations, resulting in the following matchups: Mexico vs Honduras, United States vs Trinidad and Tobago, Canada vs Jamaica, and Costa Rica vs Panama. The Quarterfinals, played November 16-21, will be decided via aggregate score and the winner of each matchup will qualify for the CONMEBOL Copa América 2024. The remaining two Concacaf participants will be decided by a Play-In match between the losing quarterfinalists. This Play-In will take place in March 2024. In its 48th edition of one of the most important competitions on the continent, this will be the second time in the tournaments history that it will host 16 teams – having hosted the same number of teams in its 2016 edition, also held in the United States. Taking the field will be 10 South American FIFA World Cup™ title holders and the biggest stars in world soccer to play 32 matches in this edition of the tournament in June and July 2024.
About Rocking the Continent
The CONMEBOL Copa América™ has an incredible power, it can make everything move, it makes emotions vibrate and hearts soar. It makes the flags fly, the nets shake, the stands, and the stadiums tremble. Its history makes the entire continent proud, and our soccer beats with a united force. This competition has the power to bring out the best version of what we are: soccer, history, joy, and passion.
#VibraElContinente
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