June 24 – AB InBev brand Michelob Ultra has become the official beer of Concacaf’s club competitions in a joint deal that includes the MLS and naming rights to the Campeones Cup, played between the winner of the MLS Cup and Mexico’s LigaMX.
Described as a major multi-year international partnership the agreement begins with immediate effect and all matches across the MLS regular season including All-Star and MLS Cup, Campeones Cup.
Rights include the Michelob Ultra Superior Player of the Match for all MLS competitions, as well as the Michelob Ultra Player of the Match for all Concacaf Champions Cup and Concacaf W Champions Cup matches.
InBev take over the official beer sponsorship for the MLS from Heineken. Concacaf already have a relationship with InBev brand Modelo for its national team competitions.
No value was given for the deal.
“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.
Within the MLS will activate its sponsorship through on-site presence 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.
“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,” said Concacaf general secretary, Philippe Moggio.
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