- The decade-long partnership between Amstel and CONMEBOL enters a new chapter with the expansion of its sponsorship across the CONMEBOL Libertadores, CONMEBOL Libertadores Femenina, CONMEBOL Sudamericana and CONMEBOL Recopa.
- The renewal was celebrated during a special evening alongside football Legends, who shared stories and experiences that reflect the unique identity of South American football.
Amstel, the Official Beer of CONMEBOL club competitions, the governing body of South American football, today announced the renewal of its long-standing partnership. The new agreement comes as both organisations celebrate ten years of collaboration and opens a new chapter in Amstel’s role alongside CONMEBOL and its club competitions, including the CONMEBOL Libertadores in both men’s and women’s football, the CONMEBOL Sudamericana and the CONMEBOL Recopa.
The renewal was celebrated in São Paulo, bringing together CONMEBOL Legends Chicão and Carlos Germano, as well as CONMEBOL Ambassador Rosana dos Santos, for an evening centred on the people and stories that make South American football culture so unique. The event highlighted how the emotions of football extend far beyond the 90 minutes on the pitch — into the friendships, memories, gatherings and connections that surround the game.
As Amstel and CONMEBOL celebrate ten years of partnership, they also marked the renewal of the agreement with the symbolic signing of the contract on a football. The gesture reflects a shared commitment to continuing to create meaningful ways for people to experience football together, while honouring the history, sporting excellence and South American identity that CONMEBOL competitions have carried across generations.
South America is playing an increasingly central role in Amstel’s growth story. Brazil is now the brand’s largest market globally, accounting for around 51% of Amstel’s worldwide volume and approximately 65% of its volumes across the Americas. The brand continues to show strong growth momentum in markets such as Ecuador, Argentina and Paraguay. Partnerships such as the one with CONMEBOL are an important part of that journey: by connecting Amstel with one of the region’s most powerful cultural passions, they help deepen the brand’s relevance, strengthen its connection with consumers and create the conditions to accelerate growth across South America.
“Few things bring South America together as powerfully as football. It goes far beyond the 90 minutes on the pitch: it is about passion, connection and shared moments. As the Official Beer of CONMEBOL club competitions such as the CONMEBOL Libertadores, Amstel holds a unique place at the heart of South American football. Renewing our partnership with CONMEBOL after ten years means continuing to bring fans together and create unforgettable moments across the region,” said Alexandre Carreteiro, President of HEINEKEN Americas.
“CONMEBOL competitions carry decades of history, sporting excellence and a distinctive South American football identity that is passed down from generation to generation,” said Juan Emilio Roa, CONMEBOL’s Commercial Director. “Long-term partners are a fundamental part of that legacy and help fans experience and share it in new ways. As we celebrate ten years alongside Amstel, this renewal allows us to continue strengthening that connection, both on and off the pitch.”
The renewed partnership includes a broad portfolio of assets, including Amstel’s exclusive rights in the beer category and beer-serving rights within stadiums.
About HEINEKEN
HEINEKEN is the world’s most international brewer. We are a leader in the development and marketing of premium beer, non-alcoholic beer and cider brands. Led by the Heineken® brand, our portfolio comprises more than 340 international, regional, local and specialty beers and ciders. AMSTEL, founded in 1870, is one of the company’s international brands.
With more than 87,000 employees, we bring the joy of true togetherness to inspire a better world. Our ambition is to shape the future of beer and beyond and win the hearts of consumers. We are committed to innovation, long-term investment in our brands, disciplined commercial execution and focused cost management. Through “Brew a Better World”, sustainability is embedded across our business.
HEINEKEN has a well-balanced geographic footprint, with leading positions in both developed and developing markets. We operate breweries, malteries, cider plants and other production facilities in more than 70 countries. The latest information is available on our corporate website and through our LinkedIn and Instagram profiles.
About CONMEBOL
The South American Football Confederation, better known as CONMEBOL—the acronym commonly used by the media to refer to the Confederación Sudamericana de Fútbol—is the governing body that brings together the national football associations and federations of South America.
Founded on 9 July 1916 in Buenos Aires, CONMEBOL is the world’s oldest continental football confederation, having been established almost 40 years before the other continental governing bodies.
CONMEBOL was born from the idea of organising a tournament among the countries of South America. The first Copa América, held in Buenos Aires in 1916 to mark the centenary of Argentina’s independence, laid the foundations for the institution, which was originally formed by the associations of Argentina, Brazil, Chile and Uruguay. The remaining South American associations subsequently joined: Paraguay (1921), Peru (1925), Bolivia (1926), Ecuador (1927), Colombia (1936) and Venezuela (1953).
It is the only football confederation whose member associations are affiliated with both FIFA and the International Olympic Committee (IOC).
Its ten Member Associations are CONMEBOL’s greatest source of pride.
About IMG
IMG is a leading global sports marketing agency specialising in media rights management and commercialisation, multichannel content production and distribution, brand partnerships, strategic consulting, digital services and event management.
With a global presence and extensive expertise, IMG drives revenue, audience and intellectual property growth for more than 250 federations, associations, events and teams, including the National Football League (NFL), the English Premier League, the International Olympic Committee, the National Hockey League (NHL), Major League Soccer (MLS), Concacaf, the ATP and WTA Tours, the AELTC (Wimbledon), Euroleague Basketball, CONMEBOL, World Rugby, the DP World Tour and The R&A, as well as UFC, WWE and PBR.
As a subsidiary of TKO Group Holdings, Inc. (NYSE: TKO), IMG is part of a leading premium sports and entertainment company.
