October 5: Dutch brewer Amstel has extended its decade-long partnership with Conmebol, extending the deal to the governing body’s main club competitions in South America, where it has become a major marketing partner in the Heineken Group’s global business.
The new agreement covers the Copa Libertadores, Libertadores Femenina, Copa Sudamericana and Recopa. Amstel will retain exclusive rights in the beer category, as well as the rights to serve beer inside the stadiums.
It continues a relationship that was first established in 2016, but the business context has changed considerably in the decade since.
Brazil is now Amstel’s largest market worldwide, accounting for around 51% of the brand’s global volume and approximately 65% of its sales in the Americas. Growth is also registered in Ecuador, Argentina and Paraguay.
Alexandre Carreteiro, President of Heineken Americas, said: “Few things bring South America together as strongly as soccer. It goes far beyond the 90 minutes on the pitch: it’s about passion, connection and shared moments. As the official beer of Conmebol club competitions such as Conmebol Libertadores, Amstel holds a unique place in the heart of South American soccer. unforgettable moments across the region.”
The deal includes the women’s Libertadores, bringing Amstel into the full portfolio of club competitions rather than keeping the partnership solely focused on the men’s game.
Conmebol Commercial Director Juan Emilio Roa said: “Conmebol competitions carry decades of history, sporting excellence and a distinctive identity of South American football that is passed down from generation to generation. Long-term partners are a fundamental part of this legacy and help fans experience and share it in new ways. As we celebrate ten years alongside Amstel, this renewal allows us to continue to strengthen and consolidate this connection.”
Financial terms were not disclosed. The new agreement is understood to cover the 2027-2030 cycle.
Contact the writer of this story, Harry Ewing, at (email protected)