Coca-Cola and Powerade on board for CONMEBOL club competitions

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CONMEBOL
Image credit: Pedro Souza / Atlético via Flickr

CONMEBOL, the governing body for football in South America, have acquired Coca-Cola and Powerade to their portfolio of sponsorships in a four-year deal. Coca-Cola and Powerade are the official sponsors of CONMEBOL Club Competitions.

The sponsorship cycle of Coca-Cola and Powerade coincides with the CONMEBOL club competition schedule from 2023-2026 featuring CONMEBOL Libertadores, CONMEBOL Libertadores Femenina, CONMEBOL Sudamericana, and CONMEBOL Recopa are tournaments that bring together 121 teams from 10 South American countries, including 16 women’s soccer clubs.

President of CONMEBOL, Alejandro Domínguez, said via press release:

“The alliance with two global brands as strong as Coca-Cola and Powerade causes us great satisfaction. We share a great interest in promoting football and its positive values ​​and we also agree on the vision that ‘FOOTBALL IS FOOTBALL’, regardless of whether it is played by men or women.

“Our sport is lived with the same passion all over the world, breaking down barriers and building bridges. The association with solid and prestigious companies to achieve such noble objectives is always excellent news.”

Coca-Cola is recognised as a massive player within sport, supporting everything from professional athletes to grassroots movements. They have been associated with the Olympic Games, the EUROCUP European Championship, Wimbledon, and the FIFA World Cup for over a decade now.

President of the Coca-Cola Company for Latin America, Bruno Pietracci, added via press release:

“The announcement of this unique sponsorship fills us with pride, which brings together an institution that is synonymous with soccer in the region, such as CONMEBOL, and two iconic brands that celebrate the magic of sport around the world, such as Coca-Cola and Powerade.”

Coca-Cola and Powerade will have visibility in the stadiums, where the four CONMEBOL tournaments are played – on the playing field, in the mixed zone, on the substitute benches, in the dressing rooms, and at the press conference as a result of this agreement. They will also be able to carry out activations in the stadium, such as in the Fan Zone, and the hospitality spaces.

Sponsorship agreements for governing bodies are crucial to support the development of football and offer unique experiences to fans. Every year, CONMEBOL has millions of fans tuning in to watch the games, giving the brands maximum exposure to express and advertise themselves.

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Victory unites with Roasting Warehouse in culture-led partnership

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Image credit: Melbourne Victory

The Melbourne-based anf family-owned business will join the Victory family, uniting two institutions which represent the city’s culture and identity.

A partnership with local roots

As the newest partner of Melbourne Victory, Roasting Warehouse joins forces with a vital part of the city’s sporting landscape.

The club’s Managing Director, Caroline Carnegie, outlined why the partnership bears so much value to both parties.

“We are excited to collaborate with Roasting Warehouse, a community-oriented destination for high-quality coffee, proud of its foundations in Melbourne,” said Carnegie via official media release.

“Football and coffee sit at the epicentre of Melbourne’s culture. The two go hand-in-hand, consistently at the centre of the conversation that stirs Melburnians, which is no different to the conversation sport and Melbourne Victory stir in the State.”

Indeed, this is a partnership which combines the identity, passions and culture of an entire city, therefore giving it the foundations required for long-term, mutual success.

Representing the best of Melbourne

Both Victory and Roasting Warehouse are hugely successful in their respective industries. They are institutions with community-oriented philosphies, who pride themselves on craft and quality.

“We’re incredibly proud to partner with Melbourne Victory, a club that represents the heart, passion, and ambition of Melbourne,” revealed Roasting Warehouse Head of Brand, Alexander Paraskevopoulos.

“As a Melbourne-founded, family-run business, supporting a team that means so much to the local community feels very natural for us.”

Furthermore, through their high-quality blends, Roasting Warehouse will look to prepare Victory’s players and staff for high performances on the pitch as the seasons nears completion.

But this is about far more than just fueling athletes.

This is a partnership which embodies and unites two of Melbourne’s greatest strengths and cultural markers – a connection forged from the city’s very own DNA.

 

For more information about Roasting Warehouse, click here.

Marie-Louise Eta makes history as new Union Berlin head coach

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Image credit: FC Union Berlin

In an historic appointment, Eta will take over as head coach of Union Berlin until the end of the season.

History in the making

Previously the first female assistant coach in Bundesliga history with Union Berlin, Eta will now take the reigns of the men’s first team on an interim basis.

Currently, the club sit in 11th place in the Bundesliga table, but with only two wins so far in 2026, relegation appears an all-too-real prospect, and one which the club is desperate to avoid.

“Given the points gap in the lower half of the table, our place in the Bundesliga is not yet secure,” said Eta via official media release.

‘I am delighted that the club has entrusted me with this challenging task. One of Union’s strengths has always been, and remains, the ability to pull together in such situations.”

Eta will begin as Union’s new head coach with immediate effect, and will be in the dugout for the club’s matchup against Wolfsburg this weekend.

 

A step into an equal future

Eta’s appointment signals a major step towards a more level playing field in the football landscape.

Furthermore, Eta joins other coaches including Sabrinna Wittmann, Hannah Dingley and Corinne Diacre who, in recent years, have blazed a trail for female coaches to step into the men’s game.

Wittmann currently manages FC Ingolstadt in Germany’s third division, and was the first female head coach in Germany’s top three divisions.

In 2023, Dingley became caretaker manager of Forest Green Rovers, and thus the first woman to lead a men’s professional team in England.

Diacre, now head coach of France’s women’s national team, managed Ligue 2’s Clerment Foot between 2014 and 2017.

 

Final thoughts

The impact therefore, is that Eta’s appointment will show future generations of aspiring female coaches that men’s football is an equally viable and possible pathway as the women’s game.

The time is now to level the playing field.

And while it may be a short-term role, its effect on attitudes towards equality and fair opportunities in the game will hopefully resonate long after the season ends.

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