Global soft drinks conglomerate Coca-Cola has been unveiled as a partner of the upcoming 2024 edition of South American soccer’s showpiece Copa America national teams competition, in a last-minute tie-up.

Through a deal unveiled yesterday (June 20) by the South American soccer governing body Conmebol, Coca-Cola is now a Copa America 2024 global partner - with the tournament beginning today and running through to July 14, all matches being held in the US.

This adds to Coca-Cola’s existing Conmebol agreement, through which it became an official sponsor of the various club competitions organized by that body, in February last year.

The Copa America deal involves both the Coca-Cola and Powerade brands, with each to receive global visibility through the 2024 Copa America, “with digital, in-stadium, and television promotions.”

Alejandro Dominguez, president of Conmebol, has said: “We at Conmebol are extremely pleased to establish a partnership with such influential brands as Coca-Cola and Powerade, whose relevance transcends generations and borders.”

Shakir Moin, Coca-Cola North America’s president of marketing, added: “Looking ahead to 2026, this is an incredible opportunity for us to work directly with Conmebol to help fuel the passion for the sport in the United States through diverse touch points and experiences.”

2026 will see the 48-team expanded FIFA World Cup staged in the US (Coca-Cola will also be a sponsor of that tournament).

Aside from its relationships with FIFA and Conmebol, other sporting properties with Coca-Cola deals in place include the International Olympic Committee, the International Cricket Council, and tennis’ Wimbledon Championship grand slam.

Conmebol has secured a host of Copa America partners in recent weeks, including US airline Delta and Chilean airline Latam, TCL, Gran Centenario Tequila, Mercado Livre, BYD, Absolut Sport, Unilever, and Betano.

The competition begins at AT&T Stadium in Arlington, Texas, later today, with Peru taking on Chile.