South American soccer’s governing body Conmebol has secured a sponsorship agreement with drinks conglomerate AB InBev that will see its light beer brand Michelob Ultra become the official global beer of the 2024 Copa America national teams competition.

The tournament is set to take place from June 20 to July 14, 2024, across 10 US states, with 32 matches played by the 16 participating teams – 10 from Conmebol and six guest teams from North America’s Concacaf.

Under the deal, Michelob Ultra will be integrated into stadium and training facilities in the US, host special activations at fan fest events, and sponsor the ‘Superior Player of the Match Trophy’ and locker room celebrations.

Along with its global sponsorship designation, Michelob Ultra has also secured Argentine superstar Lionel Messi as a new ambassador during the tournament, which it hopes will boost the brand's appeal.

The USA was confirmed as the host of Copa America 2024 earlier this year as part of a strategic tie-up with Concacaf after Ecuador opted out of organizing it due to public security issues.

That partnership will also see four Conmebol women’s teams compete in the Concacaf Gold Cup W 2024 tournament, with the inaugural edition also being played in the US.

Earlier this month, the governing body announced the 14 US host cities, stadiums, and match schedule for the men’s competition.

The deal comes after TSN and RDS, the Canadian sports network owned by multimedia firm Bell Media, secured exclusive rights in the country to the tournament.

In May, meanwhile, US-based media giant TelevisaUnivision secured exclusive Spanish-language rights to air every match of the tournament across its linear and streaming services.