By Samindra Kunti
March 3 – This summer’s centennial Copa America tournament in the US, the first time CONMEBOL has held the tournament outside South America and which will feature six teams from CONCACAF, has signed three high profile sponsor partners in Coca-Cola, Sprint and State Farm.
Argentina organised the inaugural edition of the Copa America back in 1916. Arch-rivals and neighbors Uruguay won the tournament after a draw in the last match against the hosts. Ever since CONMEBOL’s flagship event has enjoyed a rich history.
This year the tournament will be hosted by the USA, increasing the opportunities for commercial and marketing deals.
Sports clothes manufacturer Nike, soft drink giant Coca-Cola and the insurance and financial services conglomerate State Farm are the first three of four official domestic partners of the tournament. They will receive extensive signage at matches and the rights to use Copa América imagery in their marketing.
Soccer United Marketing, the marketing arm of Major League Soccer, is overseeing and handling the commercial rights for the celebratory centennial event following the corruption crisis in the region that ultimately lead to the removal of Traffic Sports as the event’s lead marketing agency partner. The financial terms of the sponosrships were not disclosed.
There is extra commercial appeal in the fact that Barcelona’s famed MSN-trio will feature at the Copa America. Argentina’s Lionel Messi, Uruguay’s Luis Suarez and Brazil’s Neymar represent Barcelona’s stellar frontline. They have been rampant this season, combining to score more than 90 goals so far. Neymar has indicated though that he may prioritize the Rio Olympics over the Copa America.
The tournament kicks off on June 3 when the US hosts play Colombia in a mouth-watering encounter in Santa Clara. Brazil have been paired in group B with Ecuador, Haiti and Peru, while Argentina face Chile, Panama and Bolivia in group D.
New Jersey’s MetLife Stadium will host the final on June 26.
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