Drinks company Constellation Brands has entered into a partnership with the Confederation of North, Central America and Caribbean Association Football (Concacaf), through which its Modelo beer brand will sponsor a host of the body’s properties.
As part of the agreement, which runs until 2020, Modelo will sponsor national team properties including the Gold Cup, Women’s World Cup Qualifying Championship and Women’s Olympic Qualifying Championship, as well as the Champions League club competition, the Futsal Championship and the Beach Soccer Championship.
Modelo will serve as the official beer of the Gold Cup, which this year takes place in the United States from July 7-26, as well as the Champions League.
Beginning this summer, Modelo will launch a retail promotion that will give fans the chance to win an 'international soccer experience trip' in 2018. Consumer activations will be launched during the Gold Cup, while Modelo will also benefit from in-stadium signage, branded hospitality and fan-zone activations.
In other news, Concacaf has announced the opening of a new office in Kingston, Jamaica as part of its effort to drive football development throughout the region. It is hoped Jamaica’s strategic location will help streamline the operations of regional competitions and facilitate engagement with key stakeholders.
Concacaf’s headquarters are located in the US city of Miami, while it also operates an office in Guatemala City, Guatemala.