Late-breaking deals, Messi mania, and global brand domination: all about Copa America 2024 sponsors and partners
From June 20 to July 14, the 48th edition of the Copa America is taking place in the United States, the quadrennial international men’s soccer championship organized by South America’s football governing body CONMEBOL. The games will be held across 14 stadiums in 14 host cities, with the final taking place at the Hard Rock Stadium in Miami Gardens, Florida.
This is the second Copa America tournament held in the United States, following the 2016 edition. For brands, the tournament presents an attractive opportunity as it takes place in a market considered one of the most premium, offering access to a large audience from South America. Moreover, there is a high likelihood that this will be the last Copa America for one of the world’s foremost media figures, Lionel Messi.
SponsorsGo has compiled the ultimate list of sponsors and partners for Copa America 2024.
- Absolute sport
- Betano
- Beyond Hospitality
- BYD Auto
- Coca-Cola
- Decolar/Despegar
- Delta Air Lines/LATAM Airlines
- EA Sports
- Gran Centenario
- Inter Rapidísimo
- Legends
- Lowe’s
- Mastercard
- Mercado Livre/Mercado Libre
- Michelob ULTRA
- Panini
- Puma
- TCL
- Ticketmaster
- Unilever
Absolut Sport (official fan travel partner)
On May 8, it was announced that Absolut Sport has become the official travel agency for the CONMEBOL Copa America USA 2024. With over 15 years of experience, Absolut Sport is a multinational agency specializing in sports tourism and logistics, with offices in Germany, the United States, and Brazil.
This partnership will enable fans to access exclusive packages that include tickets for every tournament game, ensuring a fan-centered experience.
“We also have a significant concern with combating piracy, and establishing a clear path for fans who want to travel to the tournament is, first and foremost, about protecting the fan experience,” commented Juan Emilio Roa, Commercial and Marketing Director of CONMEBOL.
Absolut Sport is also the official agency for the CONMEBOL Libertadores Final and the CONMEBOL Sudamericana Final.
Betano (official sponsor)
In early February, Betano, the sports betting brand owned by Kaizen Gaming, made headlines by securing a significant partnership with CONMEBOL for both the 2024 and 2028 editions of Copa America. This partnership marks a major milestone in Betano’s ongoing global expansion strategy.
Betano’s 2024 marketing campaigns across multiple continents reflect a well-orchestrated strategy aimed at solidifying its presence in key markets. The brand currently operates in South America, with a notable presence in Chile, Peru, and Ecuador. Additionally, Betano has been authorized to attract users in Canada, further broadening its reach.
In mid-May 2024, Betano was the first to apply for a local license to operate in Brazil under the country’s new government decree. This decree allows foreign companies to establish subsidiaries in Brazil, provided they set up a local customer service center operating 24/7 in Portuguese. Even before receiving official approval, Betano has already taken over as the title sponsor of Brazil’s Serie A and holds the rights to the prestigious Copa do Brasil. This move significantly strengthens Betano’s footprint in the Brazilian sports market, complementing its existing sponsorships with major football clubs like Atlético Mineiro.
Additionally, in late November 2023, UEFA announced that Betano had become an official global sponsor of UEFA EURO 2024, further enhancing the brand’s visibility and influence in international football.
Thus, for Copa America spectators in the coming week, the daily schedule may look like in this post by Betano.
Originally established as the Stoiximan brand in Greece in 2012, Betano has grown to become a partner of numerous football clubs worldwide. These include prominent clubs like Benfica, Porto, and Sporting in Portugal; PAOK, Olympiakos, and Panathinaikos in Greece; Sparta Prague and Viktoria Plzen in the Czech Republic; and Universidade de Chile. Additionally, Betano has secured the naming rights for the Argentine Professional Football League, now known as the Betano Tournament.
April 2024 marked another significant milestone for Betano as the company became the principal and front-of-shirt partner for Aston Villa, following regulatory approval to operate in the UK. This partnership not only enhances Betano’s brand presence in the UK but also underscores its commitment to expanding its influence in major football markets.
As one of the marketing activations, the brand released commercials aimed at target audiences of Copa America viewers in the countries where the brand operates, with some differences. For example, the colors of the fan and fire uniforms and the endings.
For Argentina
For Peru
Also, as part of the sponsorship agreement, Betano has secured several advertising placements on the tournament’s social media channels. Among them is the promotion of match announcements.
And the announcement of the team line-ups for the matches.
Beyond Hospitality Group (official hospitality partner)
Beyond Hospitality has been appointed by CONMEBOL to sell and deliver a multi-tier Official Hospitality program for Copa America 2024. Sales began in early March 2024.
Official hospitality packages are available in three tiers, catering to different fan experiences. Options range from the casual and convenient Club Copa for avid fans to the luxurious Insignia Lounge experience for those seeking a more refined setting. All official hospitality packages include a match ticket and complimentary food and beverage service to enhance the guest experience.
To maximize event access for international fans, Beyond has appointed local sales agents in many South American territories to serve as official sales agents in key markets.
Beyond is an international company with offices in the US, United Kingdom, Switzerland, South Africa, and Qatar, focusing on hospitality services. The company is also the official hospitality provider for Liverpool FC.
BYD (official regional sponsor)
In the lead-up to the tournament, CONMEBOL has announced a partnership with BYD, a Chinese conglomerate renowned for its automobile manufacturing and electronic production.
BYD, which stands for “Build Your Dreams,” has significantly expanded its presence across the American continent, offering a diverse range of electric vehicles, including passenger cars, buses, trucks, and sky rails, in over 20 countries. In Brazil, BYD achieved remarkable success in 2023, becoming the leading seller of new energy vehicles.
A significant milestone for BYD in Brazil is the establishment of its first passenger vehicle factory outside Asia, marking a major step in accelerating the adoption of electromobility in the country.
As part of the marketing activation of the contract, BYD acquired branding rights for the “Arrival of Teams” section on Copa America 2024 social media channels.
Beyond its initiatives in the Americas, BYD is set to play a crucial role as the Official e-mobility Partner for UEFA EURO 2024 in Germany.
Coca-Cola (worldwide partner)
Just over 10 hours before the kickoff of the first match at the Mercedes-Benz Stadium in Atlanta, Georgia, it was officially confirmed that Coca-Cola will be the official sponsor of the Copa America 2024. Although the brand’s logo had been listed on the official website as an official partner much earlier.
Last year, Coca-Cola reached an agreement to become the Official Sponsor of CONMEBOL’s club competitions, and now it is demonstrating its support once again by joining the CONMEBOL Copa America 2024. Through this sponsorship, Coca-Cola and its brand Powerade will enjoy global visibility at all CONMEBOL Copa America 2024 matches, with digital, in-stadium, and television promotions. Further Coca-Cola activations and CONMEBOL Copa America 2024 activities will be announced soon.
Decolar/Despegar (official partner)
Despegar is a prominent Latin American travel company headquartered in Buenos Aires, Argentina. Established in 1999, the company specializes in offering a wide range of travel-related services. These include selling travel packages, airline tickets, hotel reservations, car rentals, cruises, bus tickets, tickets to parks and attractions, and various activities. Additionally, Despegar provides vacation property rentals and travel insurance services to cater to diverse traveler needs across the region.
Delta Air Lines/LATAM Airlines Group (official carriers)
On June 10, 2024, Delta Air Lines and LATAM Airlines Group announced their collaboration as the official airlines for Copa América 2024.
Delta Air Lines, headquartered in Atlanta, Georgia, is one of the major airlines in the United States and a member of the SkyTeam alliance. LATAM Airlines Group S.A., headquartered in Santiago, Chile, is a Chilean multinational airline holding company and a key player in South American aviation.
“The fact that Delta and the LATAM group, the airlines that best connect South and North America, are the sponsors of Copa America 2024 is the perfect example of how both regions are ‘meant to be together’. Both airlines share a vision and commitment to deliver an exceptional travel experience to all fans who mobilize to cheer on their teams,” said Soledad Lago Rodríguez, Director of Communications and Brand for Delta Air Lines.
In the coming days, LATAM Group will offer exclusive promotions and ticket raffles for loyal customers, providing opportunities to attend Copa América matches. Additionally, LATAM will transform its lounges across the region into fan zones, complete with giant screens, comfortable seating, cocktails, food, and WiFi, creating a unique viewing experience for travelers.
Delta and LATAM’s partnership, starting with Copa America 2024, enhances travel experiences and expands access to over 300 destinations across the U.S., Canada, and South America. This collaboration allows seamless travel between cities like New York, São Paulo, Bogotá, and Santiago, with coordinated schedules and efficient connections. Delta passengers can now easily reach destinations like Cusco, Peru, and Montevideo, Uruguay, via LATAM’s hubs, while LATAM travelers gain convenient access to over 200 U.S. cities through Delta’s hubs.
To enhance brand promotion, LATAM Airlines has launched a campaign on the Copa America 2024 social networks featuring the tournament’s official mascot, an eagle named Capitan, who travels through the tournament’s host cities.
EA Sports (sports video gaming partner)
The partnership between EA Sports and CONMEBOL Copa America began in the early 2020s when EA Sports started incorporating South American football into its popular FIFA video game series. This collaboration aimed to enhance the game’s authenticity by featuring official teams, players, and tournaments from CONMEBOL. The partnership provided fans with an immersive experience of South American football, boosting the tournament’s global visibility. Over the years, this relationship has strengthened, with EA Sports continuously updating the game to reflect real-time events and adding special features during Copa America seasons.
CONMEBOL Copa América™ is almost here. Who are you rooting for? 🏆
— EA SPORTS FC MOBILE (@EASFCMOBILE) June 20, 2024
Play #CopaAmerica2024 in #FCMobile now.#VibraElContinente #FeelTheGreatness pic.twitter.com/qrite5VBgv
On June 20, 2024, the Copa America kicked off with Argentina facing Canada. To promote the start of the event, the developers at Electronic Arts launched a new set of mystery Objectives in EA Sports FC 24. These five Objectives are tied to the history and statistics of Copa America and required using specific player cards to complete various in-game tasks.
For example, one of the tasks states: “Chile was unstoppable during their 2015-16 run, winning in both years. To complete this task, win two matches in any game mode while having at least two Copa America Path to Glory players in your starting 11.”
The stars of the Americas are determined to pave their nation's path to glory! 🌟 Who will you recruit?
— EA SPORTS FC MOBILE (@EASFCMOBILE) June 18, 2024
CONMEBOL Copa América™ Event starts Thursday UTC.#VibraElContinente #FCMobile pic.twitter.com/rgXpfj9S3a
In 2023, the parties extended their agreement, making EA Sports the exclusive sports video gaming partner for several more years. The deal allows both organizations to offer an unparalleled football experience to fans in the region through the licensing of major CONMEBOL club competitions, such as the Copa Libertadores, Copa Sudamericana, and Recopa Sudamericana, as well as the eLibertadores esports tournament. Additionally, EA became a tournament sponsor of the women’s Libertadores Femenina for the first time.
Gran Centenario (official tequila partner)
Gran Centenario, a tequila brand produced by Proximo Spirits, Inc., an American multinational alcoholic beverage company based in Jersey City, New Jersey, has made headlines on May 29, 2024, by becoming the inaugural official tequila partner of the CONMEBOL Copa America. Renowned as the best selling tequila in Mexico, Gran Centenario was founded by the first-ever official tequila partner.
As part of its partnership, Gran Centenario will infuse the spirit of the game into fan experiences through immersive on-site activations. These activations will feature opportunities for fans to engage with legendary retired players as part of the brand’s “Legends” ambassadorship program.
Inter Rapidisimo (official sponsor)
Interrapidisimo S.A, founded in 1995 in Villavicencio (Meta), specializes in messaging services, money orders, and freight across Colombia and internationally through strategic alliances. Proudly sponsoring the CONMEBOL Copa América USA 2024, the company boasts experience in international tournaments, having been the first Colombian company to serve as an official Regional Supporter of the FIFA World Cup 2022.
As part of their activation for Copa América, Interrapidisimo released a touching video that resonated deeply with viewers. The video brought together former football player and coach Francisco Maturana with legendary members of the Colombian National Team that clinched the cup in 2001. The emotional reunion of these champions, after 15 years, moved many to tears. Their shared excitement culminated in a spontaneous rendition of a team song to support this year’s national squad competing for the cup. This heartwarming video quickly went viral, capturing the audience’s attention and generating significant anticipation for the tournament.
Legends (official store)
Founded in 2008, Legends is a company based in the US with six divisions operating worldwide: global planning, global sales, hospitality, global partnerships, global merchandise, and Legends IQ. This structure offers clients and partners a comprehensive 360-degree service solution platform.
Just days before the first match of Copa America, it was announced that Legends will provide an official store where football fans can purchase exclusive competition products such as jerseys, scarves, hats, flags, pennants, pins, and other items in all 14 host cities in the United States, as well as online at the official Copa America website.
Lowe’s (partner)
Lowe’s Companies, Inc. is an American retail company specializing in home improvement. Headquartered in Mooresville, North Carolina, the company operates a chain of retail stores across the United States.
In April of this year, Lowe’s announced a sponsorship hat trick, partnering with Lionel Messi, Major League Soccer Club Inter Miami CF, and CONMEBOL Copa América 2024.
Loyalty members can earn 10x POINTS when Messi makes an assist during CONMEBOL Copa América USA 2024™️:
— Lowe's (@Lowes) June 20, 2024
💻 Activate your offer starting 6/20.
⚽️ Watch Messi make an assist.
🛒 Shop the NEXT DAY + earn 10x points.
Learn more: https://t.co/m2NOlFd96z pic.twitter.com/SD4Eg1wb7F
As part of its activation for the Copa América contract, Lowe’s plans to execute a series of initiatives:
- Loyalty members can earn additional points every time Messi assists during the tournament.
- Selected Lowe’s stores will host watch parties for CONMEBOL Copa América 2024, providing communities with the opportunity to gather and enjoy the soccer matches on large screens, along with family-friendly activities themed around soccer.
- Lowe’s red vest associates will conduct kid-friendly workshops where children can build their own soccer goals during the watch parties.
- MVPs Pro Rewards loyalty members at Lowe’s will have the chance to redeem bonus points for signed Messi memorabilia, with limited availability while supplies last.
Mastercard (global partner)
This year marks Mastercard’s 30th anniversary of sponsoring South America’s premier football tournament.
To kick off Copa America 2024, Mastercard has launched a video titled “Giving Back,” featuring Lionel Messi, who has been a brand ambassador since 2018. Inspired by a true story, the video depicts Messi attempting to use his Mastercard at various small businesses, only to have store owners refuse his payment as a gesture of gratitude and respect for all he has done for football fans.
From local businesses to stadiums, Mastercard plays a crucial role in ensuring seamless and reliable experiences for fans throughout the CONMEBOL Copa América, fostering a more connected community. All 14 hosting stadiums will be fully contactless and cashless, enabling fans to return to the game quickly and securely make their payments.
Moreover, Mastercard cardholders have the opportunity to book a range of Priceless Experiences, including dining with a football legend and surprising a young footballer with the chance to be a Player Mascot, walking onto the pitch during the tournament. Mastercard is also conducting ticket giveaways for Copa America matches.
As part of its marketing campaign, Mastercard, in collaboration with the NGO Futbol Mas, organized the Trophy Tour in Peru. For the first time in Peru’s history, the CONMEBOL Copa America trophy was brought to one of the socio-sport sessions organized by Futbol Mas, an international non-profit organization that has been a pioneer in using Sport for Development strategies in the region for over 16 years. With a presence in six countries, the NGO has been promoting sports in various neighborhoods across Lima, La Libertad, Lambayeque, Junín, Cusco, Piura, Ica, and Arequipa since 2015, benefiting over 2,943 boys and girls in vulnerable communities.
During the Trophy Tour, children had the opportunity to take photos with the trophy and enjoy an afternoon of football alongside volunteers from Mastercard and ambassadors from the NGO Futbol Mas, providing a priceless experience.
Mercado Livre/Mercado Libre (official sponsor)
Mercado Libre (known as Mercado Livre in Portuguese, sometimes abbreviated as MeLi or ML) is an Argentine multinational company specializing in electronic commerce across Latin America. Headquartered in Montevideo, Uruguay, it was founded in 1999 and operates in numerous countries including Argentina, Bolivia, Brazil, Chile, Colombia, Costa Rica, Ecuador, El Salvador, Guatemala, Honduras, Mexico, Nicaragua, Panama, Paraguay, Peru, the Dominican Republic, Uruguay, and Venezuela. Mercado Libre provides solutions for individuals and businesses to buy, sell, advertise, ship, and pay for goods and services online.
On May 31st, it was announced that Mercado Libre would become the official sponsor of Copa America 2024. This partnership includes brand activations and promotional activities during competitive matches. It also expands the alliance between Mercado Libre and CONMEBOL, making Mercado Libre a sponsor for all competitions organized by CONMEBOL, including the CONMEBOL Libertadores (men’s and women’s), the CONMEBOL Sudamericana, and the CONMEBOL Recopa.
Additionally, on the Mercado Libre website, a section dedicated to Copa America 2024 has been launched where users can find a wide variety of Panini collectible sets related to the tournament.
Michelob Ultra (official global beer sponsor)
On December 8, 2024, the brewing company Anheuser-Busch InBev (AB InBev) announced a sponsorship deal with CONMEBOL, becoming the Official Global Beer Sponsor of Copa America 2024. They also revealed that Lionel Messi would serve as a Michelob Ultra brand ambassador. Company has planned extensive online and offline promotional campaigns as part of this partnership.
Before the tournament, the brand released an advertisement featuring Messi’s friend and Inter Miami teammate, Luis Suárez, playing off the theme of “Messimania.”
The brand also adapted a commercial featuring Messi, originally aired during the Super Bowl, for the markets of the tournament’s participating countries.
Throughout the tournament, Michelob Ultra will be available to fans with activations in all 14 US host cities. The brand will host over one million fans aged 21 and over in fan zones located at all 14 host stadiums for each of CONMEBOL Copa America’s 32 matches.
In the U.S., Michelob Ultra will be integrated into stadiums and training facilities, hosting special activations at Fan Fest events, as well as the Superior Player of the Match Trophy and locker room celebrations.
Scoring first, winning first ✨
— CONMEBOL Copa América™️ ENG (@copaamerica_ENG) June 21, 2024
@MichelobUltra | #SuperiorPOTM pic.twitter.com/iZ4mpdILVc
Additionally, the brand will launch a TV commercial as part of a fully integrated marketing campaign centered around the brand’s Superior Access platform, ULTRA Pitchside. This platform offers 21+ fans the chance to win from three tiers of exclusive prizes, including CONMEBOL Copa América hospitality packages, gear signed by Lionel Messi, other exclusive merchandise, and tickets to Copa América matches.
The brand has also released a limited edition beer with Messi’s image on the packaging.
Michelob Ultra is also collaborating with another CONMEBOL Copa América sponsor, Puma, on a limited-edition collection inspired by Puma Cumbre, the official match ball of the tournament. Fans can enter to win this collection through the brand’s ULTRA Pitchside platform.
In addition to the contracts with CONMEBOL and Messi, Michelob Ultra is the Official Beer Sponsor of the U.S. Men’s National Team and the Mexico Men’s National Team. Another brand ambassador is U.S. national team and AC Milan player Christian Pulisic, who will appear in out-of-home (OOH) advertising across the U.S.
Anheuser-Busch InBev (AB InBev) is a publicly traded company based in Leuven, Belgium. The company’s portfolio includes well over 500 beer brands, such as global brands Budweiser, Corona, and Stella Artois. For 2022, AB InBev’s reported revenue was 57.8 billion USD (excluding JVs and associates).
Panini (official licensee)
The partnership between Panini and Copa America began several decades ago. In March 2024, Panini launched the Official Collectible Sticker Album for CONMEBOL Copa America 2024. This collection includes 430 stickers, featuring 30 special ones.
Additionally, the collection offers various benefits, including the MyPanini app, which allows collectors to create their own stickers, Panini Collectors for organizing and checking off the album, and the Panini Digital Collections app, providing an official digital album experience for CONMEBOL Copa América USA 2024, available on both iOS and Android platforms.
Puma (official partner)
In October 2023, a German multinational corporation, Puma, signed a partnership with the governing body CONMEBOL for all club and national team matches for the next three years starting from the 2024 season.
Puma will be sponsoring key tournaments across Latin America, including the CONMEBOL Copa América, CONMEBOL Libertadores, and CONMEBOL Sudamericana. Additionally, Puma will supply the official match footballs, referee uniforms, and staff kits. Sports such as futsal, beach soccer, and female categories, pre-Olympic, and youth categories will also have sports equipment produced by Puma.
Two months later, Puma unveiled the official ball of the tournament, named Puma Cumbre. Inspired by the mountain range that crosses the Americas, the ball aims to elevate football in the region to new heights. Its design is based on the shape of the continent, with its 16 lines referring to the total number of countries participating in the CONMEBOL Copa America 2024.
In the lead-up to the tournament, Puma released a video featuring brand ambassadors Neymar, Luis Suárez, and Christian Pulisic.
TCL (official sponsor)
On May 29, 2024, TCL secured its place as a sponsor for the CONMEBOL Copa America 2024. The brand has been partnering with this major tournament since 2019.
As a sponsor, TCL will gain significant brand exposure throughout the competition. The brand’s logo will be prominently displayed on field-level elements like LED boards, referee shirts, and VAR (Video Assistant Referee) technology. Additionally, TCL will benefit from mentions during player interviews and official tournament communications.
As part of its marketing activation, the brand has released customized promo videos tailored to the markets of the participating countries, showcasing TCL.
TCL Technology Group Corp., initially known as Telephone Communication Limited, is a prominent Chinese electronics company with partial state ownership. By 2019, TCL had risen to become the second-largest television manufacturer globally, based on market share.
Ticketmaster (official ticket provider)
Ticketmaster is the official ticket provider for Copa America 2024. They have integrated their services into the official tournament website, allowing fans to purchase tickets for all matches.
Unilever (official partner)
On April 26, 2024, Unilever announced its official partnership with CONMEBOL Copa America 2024, bringing four of its personal care brands on board as official sponsors. These brands include Axe, Degree, Dove, and Dove Men+Care, which will be prominently featured throughout the tournament. This collaboration marks Unilever’s debut as a sponsor of the prestigious CONMEBOL Copa America.
To activate the partnership, the Rexona brand (known as Degree in the United States and Canada) has launched extensive advertising campaigns across the markets of the tournament’s participating countries.
In the U.S., the brand will enhance its presence through its ambassador, Christian Pulisic, who will be at the forefront of these promotional activities.
For its promotional campaign in Brazil, the brand is leveraging its ambassadors Vinicius Junior and Ronaldinho.
With Ronaldinho, the brand has launched a viral campaign centered around the former player’s seemingly shocking statement that he does not plan to watch Brazil’s games. This post, which he shared on his social media, caused a media frenzy. It was later revealed that this bold claim was part of Rexona’s campaign.
For its campaign in the Argentine market, Rexona has enlisted its ambassador Julian Alvarez. The brand’s social media channels feature a promotional video starring the player.
Additionally, Rexona has released a limited edition of deodorants with the Argentine player’s portrait on the packaging.
For the Chilean market, one of the greatest forwards in Chilean football history, Ivan Zamorano, in collaboration with Rexona, is hosting a contest where participants have the chance to win a trip to the Copa America final.
The brand has also enlisted the support of the popular Chilean singer Americo.
In Mexico, the face of the brand has become the forward of the Mexican national team and Feyenoord, Santiago Gimenez.
In Peru, the brand ambassador is the forward of the national team and Serie A club Cagliari, Gianluca Lapadula.
Read here: All about EURO 2024 sponsors: activations and roles of football stars
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