#United States #Soccer #Sebastopol #Yerba Madre #athlete collective

Yerba Madre Enters the Global Sports Arena

Yerba Madre™, formerly known as Guayakí Yerba Mate, is taking bold strides into the global sports arena. This California-based brand is rooted in a tradition of community connection and energy, and it is now launching a groundbreaking sports marketing initiative that aligns with its deep-seated values of camaraderie and purpose. The program features three significant partnerships that elevate the brand to new heights in the sports world.

Major Announcements

The first highlight is the official sponsorship of the Concacaf Gold Cup, a prestigious men's national team tournament that captures the attention of millions across North America and beyond. Through this partnership, Yerba Madre plans to bring the ritual of yerba mate, a beloved beverage steeped in South American tradition, onto the field and into the hearts of football fans.

In addition to the Gold Cup, Yerba Madre has secured a multi-year title sponsorship with the Vermont Green FC, a USL club recognized for its commitment to climate sustainability and community leadership. This partnership reaffirms the brand’s dedication to soccer as a vehicle for cultural change, building upon previous collaborations with renowned clubs such as LAFC and Angel City FC.

The New Athlete Collective

In an exciting development, Yerba Madre is also launching a new cross-sport athlete collective. This innovative group comprises changemakers from various sports, championing values that resonate with Yerba Madre's mission. Each athlete has been selected based on their talent, voice, and alignment with the brand's heritage and regenerative ethos.

The collective includes:

• - Madison Hammond (Angel City FC): Advocating equity as the NWSL's first Indigenous player.
• - Casey Phair (Angel City FC): The youngest player in World Cup history, inspiring youth on the global stage.
• - Gui Santos (Golden State Warriors): A bridge between Brazilian culture and basketball in the NBA.
• - Mariah Duran (Skate): A two-time Olympian and creative mentor in skateboarding.
• - Luana Silva (Surf): A prodigy blending Brazilian and Hawaiian heritage to make waves in surfing.

These athletes embody not just their respective sports but also the values of community, cultural connection, and environmental consciousness that Yerba Madre stands for.

Marketing with a Purpose

Yerba Madre's approach to sports marketing differs fundamentally from traditional methods, prioritizing purpose over mere visibility. The brand’s commitment to shared values and community engagement aligns closely with its vision for a regenerative future. As noted by Emily Kortlang, Chief Marketing Officer at Yerba Madre, “The values behind yerba mate—community, culture, and shared rituals—carry meaning far beyond the field.” This philosophy captures the essence of what Yerba Madre aims to achieve through its sports initiatives.

Community Engagement through Traditions

The yerba mate tradition is deeply ingrained in South American culture, especially within the context of soccer. Yerba Madre aspires to replicate this sense of connection among U.S. sports fans by nurturing moments of unity and celebration during events like the Gold Cup. The brand plans to engage fans through unique activations that echo the camaraderie traditionally experienced around a shared mate.

Moreover, the beverage will be available in iconic yellow cans at participating stadiums, offering fans a taste of the South American ritual while contributing to a greater communal experience.

About Yerba Madre

Yerba Madre has been a leader in the regenerative yerba mate market for almost 30 years. Headquartered in California, the brand sources organic, shade-grown yerba mate from Indigenous communities and family farmers in Argentina, Brazil, and Paraguay. Its commitment to sustainable practices extends to its Regenerative Organic Certified® status, a first in the yerba mate industry, followed by a drive to support the land and communities through initiatives like Market Driven Regeneration™.

As one of the pioneers of B Corps, Yerba Madre is dedicated to ethical business practices and has recently seen substantial growth, becoming available in over 45,000 retail locations across the United States and Canada.

For more information about the brand, please visit Yerba Madre.