Lionel Messi has been announced as the latest brand ambassador of Michelob Ultra, the light beer brand of Anheuser-Busch InBev that was recently announced as the Official Global Beer Sponsor of the 2024 Copa América.
The partnership between the South American Football Confederation (CONMEBOL) and Michelob Ultra has been renewed recently and will see the latter support the event with brand experiences in the US, where the tournament is set to be held. Michelob Ultra will be integrated into the stadiums and training grounds as well as host fan engagement activities and sponsor the Superior Player of the Match trophy and locker room celebrations.
The 2024 Copa América is set to be played across 14 cities in the US between June 20 and July 14 next year.
Speaking about becoming a Michelob Ultra brand ambassador, Messi said:
“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.“
Marcel Marcondes, Chief Marketing Officer of AB InBev, commented:
“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, President, 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.“
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