Amstel Renewed Partnership With Conmebol
The beer brand extended its sponsorship of South American club soccer competitions through the 2030 season.
Updated on Oct. 5, 2026 in Soccer
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Amstel has officially renewed its long-standing partnership with Conmebol, securing exclusive beer category and stadium serving rights. The new agreement spans the 2027-2030 cycle and now includes the Libertadores Femenina alongside existing men's tournaments.
Why it matters
This renewal solidifies the commercial relationship between a major global beverage brand and the governing body for South American soccer. It ensures continued brand visibility across top-tier regional club competitions for the next four years.
Amstel maintains exclusive beer-serving rights across all major Conmebol club competitions, including the Copa Libertadores and Copa Sudamericana. The brand currently relies on Brazil for 51% of its total global sales volume.
The players
Amstel
This is a Dutch beer brand owned by Heineken International that holds a significant market share in the South American beverage sector.
Conmebol
This is the continental governing body for association football in South America and is one of FIFA's six continental confederations.
The details
The partnership, which began in 2016, now encompasses the Copa Libertadores, Libertadores Femenina, Copa Sudamericana, and Recopa. Amstel will maintain its status as the exclusive beer provider inside stadiums for all listed events.
Timeline
The partnership between Amstel and Conmebol first began in 2016.
The renewal agreement was officially announced on October 5, 2026.
The new sponsorship cycle covers the 2027-2030 period.
Season Trajectory
This deal secures long-term sponsorship stability for Conmebol during a period of growth across South American markets including Argentina, Ecuador, and Paraguay. The expansion into women's soccer aligns the brand with the increasing commercial focus on the women's game.
Fans attending Conmebol club matches through 2030 will continue to see consistent branding and exclusive availability of Amstel products in stadiums. The inclusion of the Libertadores Femenina in this cycle suggests broader commercial support for regional women's club competitions.
The takeaway
This partnership highlights the continued dominance of established beverage brands in securing high-profile sports sponsorships. The inclusion of women's leagues represents a growing trend of integrating sponsorship packages across both men's and women's professional tournament tiers.
Further reading
For more information on the business of the sport, visit Soccer.
Source note: This article includes information reported by Inside World Football.
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