AB InBev signs Lionel Messi into Michelob Ultra football contract

The agreement, which sees CONMEBOL, the governing body for South American football, deepen its ties with Michelob Ultra as the Official Global Beer Sponsor of Copa América USA 2024, aims to use Messi’s popularity as a football icon to boost its appeal.

The event, which happens only every four years, will be hosted in the US in June and July in a bid to increase the number of participating countries, including offering the US team entry into the competition.

AB InBev chief marketing officer Marcel Marcondes explained: “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.”

The new deal will give AB InBev the ability to “support the tournament with cohesive brand experiences across participating countries,” with Michelob Ultra as well other AB InBev beer brands.

In the US, the Michelob Ultra 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.

The Drinks Business