Yerba Madre (previously Guayakí Yerba Mate), a natural beverage brand, has announced a partnership with the Confederation of North, Central America and Caribbean Association Football (CONCACAF).
With this deal, the brand has become official partner of the 2025 CONCACAF Gold Cup, which begins this Saturday at the SoFi Stadium in Los Angeles with Mexico vs the Dominican Republic.
As an official partner, Yerba Madre will have ‘Extra Time’ displayed on substitution boards, stadium videoboards, and live PA announcements. In addition, the company will get field-level visibility to develop fan experiences at participating stadiums, as well as serve its beverages in VIP suites.
Philippe Moggio, General Secretary at CONCACAF, said, “As a brand deeply rooted in purpose, regeneration, and cultural connection, Yerba Madre aligns closely with our values and the spirit of our tournament. This partnership both enhances the fan experience and brings meaningful visibility to sustainability on one of the biggest stages in our region.”
Yerba Mate, a cultural phenomenon, has been gaining popularity in the United States and has long been a favourite beverage among South American football players. The brand’s sports marketing strategy is built on the brand’s devotion to cultural reverence, environmental restoration, and community participation.
Emily Kortlang, Chief Marketing Officer at Yerba Madre, said, “As a leader in regenerative business, we are excited to be the first yerba mate partner for pro soccer and are inspired by the power of connecting and energizing people through sport. We are proud to work with CONCACAF to share that spirit with a growing community of passionate soccer fans at this world-class tournament happening across North America this summer.”
