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Redefining Sports Marketing: Yerba Madre Makes Waves in the Global Sports Arena

Yerba Madre™, previously known as Guayakí Yerba Mate, has a legacy extending back 30 years, fostering community and camaraderie both on and off the field. Their innovative approach towards sports marketing focuses on purposeful connections, positioning them uniquely in the competitive landscape of athlete sponsorship and partnerships.

This summer, Yerba Madre is stepping into the spotlight with three significant announcements: a partnership with the prestigious CONCACAF Gold Cup, a multi-year sponsorship with Vermont Green FC, and the launch of a cross-sport athlete collective centered on soccer while also embracing basketball, skateboarding, surfing, and BMX.

The CONCACAF Gold Cup Partnership

Yerba Madre will serve as an official sponsor of the CONCACAF Gold Cup, an important tournament for national men's soccer teams in the region held every two years. This event captures the hearts of millions of fans, making it a prime platform for Yerba Madre to showcase its offerings. Through purpose-driven activations rooted in the shared ritual of drinking yerba mate, Yerba Madre aims to invoke moments of connection among fans, echoing the enduring cultural bond that the drink has established in South American soccer traditions.

As part of this partnership, Yerba Madre will be featured prominently as the owner of the “Extra Time,” appearing on substitution boards, stadium videoboards, and live PA announcements. Fans attending games will have a chance to engage with the brand through unique experiences in participating stadiums and will be able to enjoy its product in its unmistakable yellow cans.

Collaboration with Vermont Green FC

Furthermore, the collaboration with Vermont Green FC introduces a bold stride in Yerba Madre's soccer journey. Known nationally for its ecological leadership and community-driven initiatives, Vermont Green FC aligns with Yerba Madre's mission and values, reinforcing a commitment to using sports as a vehicle for cultural change. This partnership builds on previous collaborations with prominent clubs like LAFC and Angel City FC, indicating a deeper investment in soccer as a global tradition crucial for fostering collective change.

Launch of the Athlete Collective

In addition to these high-profile partnerships, Yerba Madre is proud to unveil its new athlete collective, comprised of influential figures across various sports who embody the brand's ethos and heritage. The collective includes:

• - Madison Hammond from Angel City FC, the first Native American player in the NWSL, advocating for equity and representation in sports.
• - Casey Phair, the youngest player in World Cup history, inspiring youth with her unique global perspective.
• - Gui Santos of the Golden State Warriors, serving as a cultural ambassador between mate and basketball.
• - Tristan Da Silva, showcasing his Brazilian heritage while supporting environmental and cultural initiatives.
• - Jaden Hardy from the Dallas Mavericks, a G-League standout redefining professionalism on his terms.
• - Mariah Duran, an Olympic skateboarder pushing boundaries as a creator and mentor for the next generation.
• - Alex Midler and Beatrice Domond, who are both making strides in skate culture as they explore purpose-driven contributions.
• - Luana Silva, a surf prodigy blending heritage and precision in her craft, and Jae Milez, a BMX innovator championing mental health for cyclists.

This collective not only signifies Yerba Madre's commitment to nurturing athletes with shared values but also illustrates the brand’s shift from conventional promotional strategies towards creating deeper, purpose-driven relationships in sports marketing.

The Essence of Yerba Madre

Emily Kortlang, Yerba Madre’s marketing director, reflects: “Yerba mate has empowered athletes in South America for generations. The values behind it - community, culture, and shared rituals - resonate well beyond the field. As we integrate the tradition of mate in U.S. sports, we are aligning with organizations and athletes who seek a shared purpose beyond visibility.” Ye

Yerba Madre sources organic mate grown in partnership with over 255 family farmers and indigenous communities across Argentina, Brazil, and Paraguay, reflecting its overall commitment to sustainable practices. As the first mate brand to achieve Regenerative Organic Certification (ROC), they are focused on advancing ecological health, boosting local economies, and honoring cultural heritage.

Available at over 45,000 locations across the U.S. and Canada, Yerba Madre is not just a beverage; it’s a movement towards rebuilding positive relationships with agriculture and the environment through a blend of tradition and innovative marketing. Visit Yerba Madre for more information on their journey towards creating a sustainable future in sports and agriculture.

Yerba Madre is excited to embody the spirit of connection in global sports contexts. With breakthrough partnerships and vibrant community engagement, they’re certainly a brand to watch in the evolving landscape of sports marketing.