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Coca‑Cola and POWERADE Kick Off New Worldwide Partnership with CONMEBOL For Copa América 2024™


Coca‑Cola is building on its 70-plus year legacy in global football as the new Worldwide Partner of CONMEBOL Copa América™ 2024, the longest-running national team tournament, in partnership with the South American Football Confederation. 

The brand continues to grow its presence in the sport after becoming the Official Sponsor of CONMEBOL Club Competitions in 2023. Copa América™ 2024 kicked off on June 20, with 32 matches taking place across the United States throughout the summer. 

Coca‑Cola and POWERADE are entering a new chapter to champion the game and further connect with fans and players around the world. The sponsorship gives both brands global visibility throughout all CONMEBOL Copa América™️ 2024 matches, with promotion across digital, in-venue and TV properties. 

[p"In continuing our longstanding tradition in global football, we are thrilled to partner with CONMEBOL and Copa América 2024™, bringing our fans closer to the world’s best players and clubs,” said Shakir Moin, President of Marketing for Coca‑Cola North America. “As we look ahead to 2026, this is an incredible opportunity for us to work directly with CONMEBOL to help foster passion for the sport in the U.S. through multiple brand touchpoints and experiences.” [/p]

POWERADE — which supports several regional club tournaments throughout Latin America — will have a significant on-pitch presence during CONMEBOL Copa América™ 2024. The sports drink brand also will hydrate players on both the sidelines and during pre-and-post game activities. 

“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,” said Alejandro Domínguez, President, CONMEBOL. “We share a deep commitment to the promotion of football and its positive values. The union of renowned companies and organizations to achieve such noble objectives is always a source of great satisfaction and joy.” 

Aware of sport’s power to inspire lives around the world, Coca‑Cola is one of the most active sports sponsors globally. The brand is a long-time sponsor of the FIFA World Cup, Olympic Games, EUROCUP and CONMEBOL Club tournaments. 

“In Latin America, football is much more than a sport; it’s a passion deeply embedded in our culture,” said Claudia Navarro, President of Marketing, Coca‑Cola Latin America. “For football fans all over the world, Latino fans being no exception, this sport transcends mere play — it embodies fervor, cultural expression and a way of bringing people together. This investment and support for CONMEBOL Copa América 2024 USA™️ shows our continued commitment to future generations of fans, communities, and players.”

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