Thanks to this agreement with CONMEBOL, Ford will benefit from brand exposure across South America and worldwide trough in stadia branding, activations, CONMEBOL Libertadores broadcast and digital assets.
The sponsorship of the biggest sporting tournament in South America is part of the brand's positioning strategy, with consumer-centered actions to build a trust relationship. In addition to brand's exposure in every game, Ford will offer connectivity and mobility experiences for customers and public.
"We are proud to have the support of some of the most recognised international brands in the automobile sector. We believe that their confidence and commitment to South American football responds to the excellent moment this sport is experiencing in the continent, both at the sporting and management levels, as well as its projection and growth in the coming years," said Juan Emilio Roa, Commercial Director of CONMEBOL.
"Ford sponsored Rock in Rio in 2019 and being from this year in the CONMEBOL Libertadores is another great action to show the renewal of the brand in Brazil and throughout South America," says Natan Vieira, Marketing, Sales and Services VP for Ford in South America. "In addition to being an excellent platform for product launches, CONMEBOL Libertadores offers several opportunities in line with our goal, which is to recognise Ford as a trusted brand that promotes innovative experiences for customers”.
Ford joins renowned global brands such as Amstel, Betfair, Bridgestone, Gatorade, EA Sports, Mastercard, Qatar Airways, Rexona and Santander, who already work together with CONMEBOL in the development of their club competitions and in making South American football a world reference. With this alliance, CONMEBOL closes the tenth and last sponsorship position of CONMEBOL Libertadores and completes the 2019-2022 cycle quota.
Founded in 1916, the South American Football Confederation - CONMEBOL - is the governing body of South American football and the oldest continental soccer confederation in the world. CONMEBOL, made up of ten member associations, including Argentina, Bolivia, Brazil, Chile, Colombia, Ecuador, Paraguay, Peru, Uruguay and Venezuela, is responsible for the organisation and governance of the main international South American football tournaments, including CONMEBOL Copa America, CONMEBOL Libertadores, CONMEBOL Sudamericana and CONMEBOL Recopa, among others.
Since 2016, CONMEBOL has undergone a series of structural reforms to modernise its governance and operations, increase the global competitiveness of its exclusive tournaments and strengthen its promotion of football development by increasing revenues and investment.
As part of that strategy, in the last two years, CONMEBOL club competitions have been greatly improved through a new format design and the adoption of standards, designed to increase the quality of the tournaments from competitive, sporting and commercial points of vue. Thanks to the recently adopted improvements, CONMEBOL tournaments last year achieved record numbers in digital participation, stadium attendance and sales.
Ford Motor Company is a global company based in Dearborn, Michigan, USA. The company designs, manufactures, markets and provides after-sales services for a complete line of Ford cars, trucks, SUVs and electric vehicles, as well as Lincoln luxury vehicles. Provides financial services through Ford Motor Credit Company and seeks leadership positions in electrification, mobility solutions, including autonomous car services and connected services. Ford employs approximately 190,000 people worldwide. For more information about Ford, its products and the Ford Motor Credit Company, visit www.corporate.ford.com.