Driven by a young, diverse and digitally savvy demographic, soccer has boomed in the U.S. since the FIFA World Cup was brought to the U.S. in 1994. Pickleball is out: The world's most popular sport is expected to continue its rise with events this summer including the Copa America.
And thanks to this popularity, brands like Apple, Coca-Cola, and Puma Michelob Ultra is trying to cash in on the sport.
As the official global beer sponsor of Copa America USA 2024, the men's international soccer championship organized every four years by South American soccer governing body CONMEBOL, Michelob Ultra is leveraging the tournament as part of a comprehensive soccer strategy that includes sponsorship of all major international tournaments held in the U.S. over the next four years, including the 2026 FIFA World Cup and the 2028 Los Angeles Olympic Games.
Copa America kicks off on June 20 and runs through July 14, with matches held across the United States and the final at Miami's Hard Rock Stadium. The tournament sponsorship is part of Michelob Ultra's larger “Summer of Team USA” campaign, highlighting the brand's commitment to sports as a growth driver, which is on track to be the brand's largest summer program in history, Michelob Ultra said. Ricardo Marquez, vice president of marketing for Michelob Ultra.
The Anheuser-Busch brand also sponsors the United States and Mexico men's national teams and employs Lionel Messi as a spokesman.
“With soccer's growing popularity in the United States, the next four years are sure to be exciting, starting with the CONMEBOL Copa America tournament. We see this long-term investment as the perfect way to connect with millions of soccer fans and give them a unique opportunity to experience soccer through the lens of our brand.” Marquez Said.
The beer brand's Copa America campaign is designed to promote its Ultra Pitchside online platform, with fans having the chance to win three tiers of prizes, including Copa America hospitality packages, autographed Messi gear and other merchandise, and tickets to Copa America matches.
Additionally, there will be special-edition packaging, a fashion collaboration with Copa America sponsor Puma (inspired by the Puma Cubble, the official Copa America soccer ball) and the installation of fan zones in host cities. The brand plans to welcome more than 1 million consumers to each of the 32 matches at all 14 host stadiums, including Mercedes-Benz Stadium in Atlanta and Bank of America Stadium in Charlotte, North Carolina.
The footprint will include access to football-inspired games, live music and exclusive merchandise, and the beer brand also sponsors the Outstanding Player Awards, which are decided by fan votes after each match.
“The goal of our sports partnerships is to provide fans with a fun experience and bring them closer to the sports and athletes they love,” Marquez explained. Michelob Ultra's list of sports partners also includes the NBA, WNBA, PGA, U.S. Soccer Federation, Mexican Soccer Federation and Professional Bull Riders. It was also just announced that the beer brand will succeed Heineken as the official beer of Major League Soccer.
Michelob Ultra will support Team USA as the exclusive beer sponsor for the Paris 2024 Olympic and Paralympic Games, including broadcast integration during the Games.