Michelob Ultra is now the Official Beer
Sponsor of the Concacaf Champions Cup, the Concacaf
W Champions Cup, and Major League Soccer. Ultra also is named
the Title Sponsor of the Michelob Ultra Campeones Cup.
NEW YORK ,
June 21,
2024 /PRNewswire/ -- Today, Concacaf and Major
League Soccer (MLS) announced major multi-year international
partnerships with AB InBev, the world's leading brewer.
*Media assets can be found
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Effective immediately, the agreements cover the Concacaf premier
club competitions, the Concacaf Champions Cup and the Concacaf W
Champions Cup, which crown the men's and women's regional club
champions respectively and serve as the pathway to the men's and
women's FIFA Club World Cup. The agreement also includes all
matches across the MLS regular season including All-Star and MLS
Cup, Campeones Cup.
As part of the partnership, Michelob Ultra will be
named:
- The Global Official Beer of Concacaf Champions Cup and Concacaf
W Champions Cup.
- The Official Beer Sponsor of MLS.
- The Title sponsor of the Michelob Ultra Campeones Cup, the
annual trophy contested between the reigning champions of MLS and
the reigning champions of LIGA MX, Mexico's professional soccer league.
- The Title sponsor of the Michelob Ultra Superior Player of the
Match for all MLS competitions, the Michelob Ultra Player of the
Match for all Concacaf Champions Cup and Concacaf W Champions Cup
matches, as well as the Michelob Ultra Superior Player of the Match
for the Michelob Ultra Campeones Cup.
"Our partnership with Concacaf and MLS is another example of how
we are connecting our Megabrands, like Michelob Ultra, to
mega-platforms like Concacaf and MLS to help create more moments of
cheers and celebration for fans," said Marcel Marcondes,
Global Chief Marketing Officer of AB InBev.
The partnership with MLS features an extensive series of
activations for Michelob Ultra throughout each season, including
on-site presence at the league's events such as MLS Cup presented
by Audi and the MLS All-Star Game presented by Target, broadcast
integrations, and custom social and digital content. For Concacaf,
the partnership is highlighted by programs that will provide unique
access at its premier club competitions, Concacaf Champions Cup and
Concacaf W Champions Cup.
"We are very pleased to welcome Michelob Ultra as the Official
Beer partner of the Concacaf Champions Cup and the Concacaf W
Champions Cup – our annual men's and women's club competitions that
showcase the very best club teams across North America, Central America and the Caribbean," said Concacaf General Secretary,
Philippe Moggio. "This is a period
of unprecedented growth for the sport in Concacaf and we know that
the team at AB InBev will provide tremendous support in elevating
these important competitions, which crown our regional men's and
women's club champions, and serve as the qualification path to FIFA
Club World Cups," added Moggio.
Through this agreement, Michelob Ultra will leverage "Michelob
Ultra Pitchside," a digital platform where fans can enter for a
chance to win prizes including tickets and VIP experiences. These
prizes will cover matches across MLS, Concacaf Champions Cup,
Concacaf W Champions Cup, and the Michelob Ultra Campeones Cup, and
is a continuation of Michelob Ultra's "Superior Access"
program.
"We are proud to welcome Michelob Ultra as a Global Partner
across MLS and Concacaf," said Gary
Stevenson, Deputy Commissioner of MLS and President of
Soccer United Marketing. "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."
The announcement of Michelob Ultra as the Official Beer Sponsor
of MLS, Concacaf Champions Cup, Concacaf W Champions Cup, and title
sponsor of the Michelob Ultra Campeones Cup arrives during a
momentous period for the league and confederation. North America will be the epicenter of the
sport, playing host to key events including the CONMEBOL Copa
America USA 2024, FIFA Club World
Cup 2025, and FIFA World Cup taking place in 2026.
Soccer United Marketing (SUM), the commercial arm of Major
League Soccer (MLS) and which supports Concacaf with partnership
sales for its tier one club competitions led the process of
securing these agreements.
About Major League Soccer
Headquartered in
New York City, Major League Soccer
-- celebrating its 29th season in 2024 -- features 30 clubs
throughout the United States and
Canada, including a new expansion
team in San Diego that will debut
in 2025. All MLS, Leagues Cup, and select MLS
NEXT Pro and MLS NEXT matches can be watched
through MLS Season
Pass, available on the Apple TV app on Apple devices, smart
TVs, streaming devices, set-top boxes, and game consoles, and the
web at tv.apple.com. MLS
Season Pass features the most
expansive and accessible lineup of programming ever for MLS
fans. For more information about MLS,
visit mlssoccer.com. For more information about
the Apple TV app,
visit apple.com/apple-tv-app.
About Concacaf
The Confederation of North, Central
America, and Caribbean Association Football (Concacaf) is
one of FIFA's six continental confederations, servicing 41 Member
Associations, from Canada in the
north to Guyana, Suriname, and
French Guiana in the south.
Concacaf means football first. Our members are united by a shared
vision: Love For Our Game, as well as a unique mission, to develop,
promote and manage football throughout the region with integrity,
transparency, and passion in order to inspire participation in the
game.
About AB InBev
AB InBev is a publicly traded company (Euronext: ABI) based in
Leuven, Belgium, with secondary
listings on the Mexico (MEXBOL:
ANB) and South Africa (JSE: ANH)
stock exchanges and with American Depositary Receipts on the New
York Stock Exchange (NYSE: BUD). As a company, we dream big to
create a future with more cheers. We are always looking to serve up
new ways to meet life's moments, move our industry forward and make
a meaningful impact in the world. We are committed to building
great brands that stand the test of time and to brewing the best
beers using the finest ingredients. Our diverse portfolio of well
over 500 beer brands includes global brands Budweiser®, Corona®,
Stella Artois® and Michelob Ultra®; multi-country brands Beck's®,
Hoegaarden® and Leffe®; and local champions such as Aguila®,
Antarctica®, Bud Light®, Brahma®, Cass®, Castle®, Castle Lite®,
Cristal®, Harbin®, Jupiler®, Modelo Especial®, Quilmes®, Victoria®,
Sedrin®, and Skol®. Our brewing heritage dates back more than 600
years, spanning continents and generations. From our European roots
at the Den Hoorn brewery in Leuven, Belgium. To the pioneering spirit of the
Anheuser & Co brewery in St.
Louis, US. To the creation of the Castle Brewery in
South Africa during the
Johannesburg gold rush. To
Bohemia, the first brewery in
Brazil. Geographically diversified
with a balanced exposure to developed and developing markets, we
leverage the collective strengths of approximately 155,000
colleagues based in nearly 50 countries worldwide. For 2023, AB
InBev's reported revenue was 59.4 billion
USD (excluding JVs and associates).
About Soccer United Marketing
Soccer United Marketing
(SUM), the commercial arm of Major League Soccer, is the preeminent
commercial soccer enterprise in North
America, overseeing the commercialization, marketing,
promotion, and operational execution of the region's most important
and successful soccer entities. SUM holds the exclusive rights to
Major League Soccer, the Mexican Women's and Men's National Teams
for the U.S. market (MexTour and MexTour W), Leagues Cup, Campeones
Cup and Concacaf Properties, including Concacaf Gold Cup™, Concacaf
Nations League Finals, Concacaf Champions Cup and Concacaf W. In
addition, SUM held the promotional and commercial rights to the
highly successful 2016 Copa America Centenario.
Contacts:
Major League Soccer / Soccer United
Marketing
Peter O'Brien
peter.obrien@MLSsoccer.com
AB InBev Media
Relations
media.relations@ab-inbev.com
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SOURCE Major League Soccer