AB InBev signs Lionel Messi into Michelob Ultra football contract
Lionel Messi has become a brand ambassador for AB InBev’s new Michelob Ultra contract with CONMEBOL (Confederación Sudamericana de Fútbol).
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.
Speaking about his new role, Messi said: “I am so proud to join Michelob Ultra for its activations at CONMEBOL Copa América USA 2024, such an electrifying moment for our sport. I look forward to the energy the United States fans will bring to the competition and the memorable experiences and atmosphere Michelob Ultra will help create for football teams, players and fans alike.”
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.”
CONMEBOL president Alejandro Domínguez added: “We are pleased with the partnership with AB InBev, a company that aims to provide meaningful experiences to fans by promoting the world’s most popular sport. We share the vision of working with a focus on people who enjoy football and doing so with passion and dedication.”
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.