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CONMEBOL Copa America signed a last minute deal with Coca-Cola on the opening day of the tournament, naming the drinks firm an official partner of this year’s tournament.

The competition started on 20 June and will conclude on 14 July, with Argentina the defending champions. Coca-Cola and POWERADE have become global partners of the month-long tournament, gaining a series of marketing benefits.

Covered under the deal are digital, in-stadium and television promotions. The duo state that other in-stadium activations and activities, with a focus on fan engagement, will be announced 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 organisations to achieve such noble goals is always a source of great satisfaction and joy.”

The last minute deal came at the same time Copa America announced its official store, in partnership with Legends. The partnership also concludes the establishment of Copa America’s extensive sponsorship portfolio for its 2024 edition, which includes the likes of its betting partner in Betano.

The tournament takes place at the same time as the UEFA Euro 2024, its European national football tournament. Combined, the two tournaments present substantial marketing and advertising opportunities, and various companies have sought to capitalise on this.

For Coca-Cola, meanwhile, the agreement marks an expansion of its already extensive commercial activity in sports, particularly football. The global soft drinks manufacturer is already a partner of CONMEBOL, supporting the pan-American football association’s club tournaments.

Shakir Moin, President of Marketing of Coca-Cola North America, added: “Continuing our long-standing tradition with global soccer, we are excited to join 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.”

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