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Michelob Ultra partners with Lionel Messi to announce being named the Official Global Beer Sponsor of CONMEBOL Copa América USA 2024

Posted: December 11, 2023
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AB InBev and CONMEBOL (Confederación Sudamericana de Fútbol), the governing body of South American football, are elevating our partnership with Michelob Ultra as the Official Global Beer Sponsor of Copa América USA 2024™. This renewed agreement deepens our longstanding commitment to fans around the globe through the world’s most popular sporting events.

Michelob Ultra also announced that global football icon, Lionel Messi, will be a new global brand ambassador. He shared his excitement for the news: “I am so proud to join Michelob Ultra for its activations at CONMEBOL Copa America USA 2024™, such an electrifying moment for our sport. I look forward to the energy the United States fans will bring to the competition and the memorable experiences and atmosphere Michelob Ultra will help create for football teams, players and fans alike.”

Lionel Messi with a glass of Michelob Ultra

Held every four years, CONMEBOL Copa America USA 2024™ will be hosted by the United States from June 20 to July 14, 2024 at 14 stadiums across the country. Bringing the tournament to the U.S. will increase the number of participating countries, including offering the U.S. Team entry into the competition, and provides a unique backdrop for spectators amid tremendous growth and excitement for football across North America. Having doubled in volume in five years and the number two beer brand by volume in the U.S., Michelob Ultra is well-positioned to grow alongside the tournament which promises some of the most anticipated matchups between 16 teams representing South, Central and North Americas.

“AB InBev’s partnership with CONMEBOL Copa América and Messi joining Team Ultra is a celebration of our shared passion for football,” said Marcel Marcondes, AB InBev Chief Marketing Officer. “Football brings people together and is a key passion point for our consumers, we are excited to celebrate our shared passion with global football icon Lionel Messi – a perfect pairing of a superior athlete with our superior light beer.”

ABInbev and CONMEBOL partnership
In celebration of the partnership, AB InBev and CONMEBOL leadership came together in New York City to ring the closing bell of the New York Stock Exchange.

“We are pleased with the partnership with AB InBev, a company that aims to provide meaningful experiences to fans by promoting the world's most popular sport. We share the vision of working with a focus on people who enjoy football and doing so with passion and dedication," said Alejandro Domínguez, president of CONMEBOL.

Michelob Ultra, along with select local AB InBev brands, will support the tournament with cohesive brand experiences across participating countries. In the U.S., the brand will be integrated into stadium and training facilities, host special activations at Fan Fest events, as well as the Superior Player of the Match Trophy and in locker room celebrations.

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This release contains “forward-looking statements”. These statements are based on the current expectations and views of future events and developments of the management of AB InBev and are naturally subject to uncertainty and changes in circumstances. The forward-looking statements contained in this release include statements other than historical facts and include statements typically containing words such as “will”, “may”, “should”, “believe”, “intends”, “expects”, “anticipates”, “targets”, “estimates”, “likely”, “foresees” and words of similar import. All statements other than statements of historical facts are forward-looking statements. You should not place undue reliance on these forward-looking statements, which reflect the current views of the management of AB InBev, are subject to numerous risks and uncertainties about AB InBev and are dependent on many factors, some of which are outside of AB InBev’s control. There are important factors, risks and uncertainties that could cause actual outcomes and results to be materially different including, but not limited to, the effects of the COVID-19 pandemic and uncertainties about its impact and duration and the risks and uncertainties relating to AB InBev described under Item 3.D of AB InBev’s Annual Report on Form 20-F filed with the SEC on 18 March 2022. Many of these risks and uncertainties are, and will be, exacerbated by the COVID-19 pandemic and the ongoing conflict in Russia and Ukraine and any worsening of the global business and economic environment as a result. Other unknown or unpredictable factors could cause actual results to differ materially from those in the forward-looking statements. The forward-looking statements should be read in conjunction with the other cautionary statements that are included elsewhere, including AB InBev’s most recent Form 20-F and other reports furnished on Form 6-K, and any other documents that AB InBev has made public. Any forward-looking statements made in this communication are qualified in their entirety by these cautionary statements and there can be no assurance that the actual results or developments anticipated by AB InBev will be realized or, even if substantially realized, that they will have the expected consequences to, or effects on, AB InBev or its business or operations. Except as required by law, AB InBev undertakes no obligation to publicly update or revise any forward-looking statements, whether as a result of new information, future events or otherwise.
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