Coca-Cola pours happiness as global partner for Copa America 2024

The deal has granted extensive global visibility for Coca-Cola and its sports hydration brand, Powerade, throughout the tournament.

The South American Football Confederation (CONMEBOL) has announced a major partnership with The Coca-Cola Company.

This deal has designated the soft drink giant and its sports hydration brand, Powerade, as the official global partner for the prestigious Copa America 2024.

As a long-standing supporter of international soccer for over seven decades, Coke has strengthened its dedication through this partnership. The deal has granted extensive global visibility for the soft drink and its sports hydration brand, Powerade, throughout the tournament. This includes strategic activations across digital platforms, television broadcasts, and most importantly, within stadiums hosting these electrifying matches. Fans can expect exciting in-stadium experiences planned by the Atlanta-based beverage, with details to be revealed soon.

Alejandro Domínguez, President of CONMEBOL, 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. We share a serious commitment to the promotion of soccer and its positive values. The coming together of renowned companies and organizations to achieve such noble goals is always a source of great satisfaction and joy.”

Shakir Moin, President of Marketing of Coca-Cola North America, said, “Continuing our long-standing tradition with global soccer, we are excited to join with CONMEBOL and Copa America 2024™️, bringing our fans closer to the best teams and players in the world. 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.”

CONMEBOL is the oldest continental football confederation globally, founded in 1916. The continental governing body of football in South America organizes major tournaments like the Copa America and World Cup qualifiers. Recent CONMEBOL commercial partners for Copa America include TCL, BYDAbsolut SportUnilever, and Betano.

The Coca-Cola Company offers over 500 brands in 200 countries. Its portfolio includes household names like Coca-Cola, Sprite, Fanta, and Powerade. Committed to sustainability, Coca-Cola strives to make a positive impact. Recognizing the power of sport, the brand is one of the sponsors of the International Cricket Council (ICC), UEFA EURO, and the PGA Tour. The world’s leading cola beverage recently announced a partnership with the Anju Bobby Sports Foundation (ABSF) and Hockey India.

The continental football competition began today with the defending champions Argentina defeating Canada 2-0. The action continues tomorrow at 5:30 AM IST with Peru taking on Chile.

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