Concacaf, North American soccer's governing body, and Major League Soccer (MLS) have today announced major multi-year international partnerships with brewing giant Anheuser-Busch InBev (AB InBev).
The agreements cover the Concacaf men’s and women’s club competitions – the Champions Cup and W Champions Cup. The deal also includes all matches across the MLS regular season and Campeones Cup, the annual trophy contested between the reigning champions of MLS and Mexico’s top-tier Liga MX.
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The partnerships were brokered by Soccer United Marketing, the marketing arm of Major League Soccer which supports Concacaf with partnership sales for its tier-one club competitions.
As part of the deal, AB InBev’s Michelob Ultra brand will be named the official beer sponsor of the Champions Cup, W Champions Cup, and MLS.
It replaces Heineken as the official beer sponsor of MLS.
Michelob Ultra will additionally serve as the title sponsor of the Campeones Cup and put its name to the ‘Player of the Match’ awards for each competition.
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By GlobalDataThe partnership with MLS features an extensive series of activations for Michelob Ultra throughout each season, including on-site presence at major MLS events such as MLS Cup and the MLS All-Star game, broadcast integrations, and custom social and digital content.
For Concacaf, the partnership is highlighted by programs that will provide “unique” access at its club competitions.
Philippe Moggio, Concacaf general secretary, said: “This is a period of unprecedented growth for the sport in Concacaf and we know that the team at ABI will provide tremendous support in elevating these important competitions.”
Gary Stevenson, deputy commissioner of MLS and president of Soccer United Marketing, added: “We are in a period of unlimited opportunity for soccer, with the next few years set to bring unparalleled growth.
“We look forward to collaborating with Michelob Ultra to develop a variety of programs and activations to bring fans even closer to the game."
Michelob Ultra is also a sponsor of the imminent 2024 Copa America, South America’s national teams competition, taking place in the US.
Earlier this year, the AB InBev brand signed up Inter Miami and Argentina superstar Lionel Messi as an ambassador.
