Beverage brand Yerba Madre has signed on as a sponsor of this summer’s Concacaf Gold Cup, the men’s national teams soccer tournament in North, Central America, and the Caribbean.
The deal sees Yerba Madre, formerly known as Guayaki Yerba Mate, become an official partner of the tournament, gaining a presence on substitution boards, stadium videoboards, and live PA announcements during games.
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Additionally, the brand will create fan experiences at participating stadiums and offer its beverage in VIP suites.
The deal was facilitated by Soccer United Marketing, Concacaf’s commercial partner.
The deal adds to the brand’s other soccer sponsorships, which include partnerships with North American sides LAFC (MLS), Angel City (NWSL), and Vermont Green FC (USL League Two).
This year, the tournament will contain 16 teams and be held across the US and Canada between June 14 and July 6.
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By GlobalDataThe tournament will kick off at the SoFi Stadium in California and will be played across 14 venues spanning the length of the US, with the final to be staged at NRG Stadium in Houston, Texas.
Typically reserved for Concacaf (North America’s soccer governing body) nations from North and Central America, the 2025 competition will also feature Saudi Arabia as a guest nation, after Qatar featured as a guest in the 2021 and 2023 editions.
Other sponsors for this year’s edition include Aramco, Saudi PIF, Riyadh Air, Hilton, Macron, Modelo, Neau Water, Remitly, Toyota, Unilever, and STA.
Meanwhile, governing body Concacaf has secured several rights deals in the run up to the tournament, including with UK pay-TV sports network Premier Sports, which operates as a set of linear channels as well as a streaming platform, and German broadcaster Sportdigital, which will air all 31 games from the event across the DACH region (Germany, Austria, and Switzerland).
Domestically, the tournament will air in the US through Fox (English-language) and TelevisaUnivision (Spanish-language).
