New agreement to be official partner of the 2025 tournament arrives amid rising yerba mate momentum in global soccer Miami, FL – June 10, 2025 – Concacaf and Yerba Madre™ (formerly known as Guayakí Yerba Mate) today announced a new agreement naming the category-leading certified organic beverage brand as an official partner of the 2025 Concacaf Gold Cup. Becoming increasingly popular in the U.S. and rooted in centuries of tradition, yerba mate is a time-honored beverage of choice among soccer players in South America. Through this partnership Yerba Madre will help fuel energy, connection and community for players and fans during this summer’s highly anticipated tournament.Taking place every two years and engaging millions of fans, the Concacaf Gold Cup is the region’s flagship men’s national team competition. Through purpose-driven activations rooted in the shared ritual of yerba mate, Yerba Madre will invite fans into moments of connection, reflecting the same spirit that has long united players across South America’s soccer culture. As an official partner, Yerba Madre will own “Extra Time” showing up on substitution boards, stadium videoboards and live PA announcements. Additionally, the brand will receive field level exposure to create fan experiences at participating stadiums and offer its beverages in iconic yellow cans in VIP suites.“We are proud to welcome Yerba Madre to the Concacaf Gold Cup family. As a brand deeply rooted in purpose, regeneration, and cultural connection, Yerba Madre aligns closely with our values and the spirit of our tournament,” said Philippe Moggio, General Secretary at Concacaf. “This partnership both enhances the fan experience and brings meaningful visibility to sustainability on one of the biggest stages in our region.”The partnership will forge a deeper connection with soccer’s engaged fan base by creating unique experiences and offerings that bring people together. At a time when interest in soccer in the U.S. and Canada is at an all-time high, these efforts exemplify Yerba Madre’s model for sports marketing that is based on the brand’s long-standing commitment to cultural reverence, ecological regeneration, and community engagement.“As a leader in regenerative business, we are excited to be the first yerba mate partner for pro soccer and are inspired by the power of connecting and energizing people through sport,” said Emily Kortlang, Chief Marketing Officer at Yerba Madre. “We are proud to work with Concacaf to share that spirit with a growing community of passionate soccer fans at this world-class tournament happening across North America this summer.”A celebration of soccer, sportsmanship and culture, the 2025 Concacaf Gold Cup – in its 18th edition of the competition – will be played between June 14 – July 7 and will crown the best national team in the region. For the latest ticket information for all Gold Cup matches, visit goldcup.org.Concacaf was supported by Soccer United Marketing in delivering this exciting new partnership, which comes at a pivotal time for soccer in North America with a packed 2025-2026 calendar featuring the Concacaf Gold Cup, Concacaf Champions Cup, and FIFA Club World Cup. Excitement is also building for the 2026 FIFA World Cup, set to take place in the U.S., Canada, and Mexico. Media assets can be found here. To learn more about Yerba Madre, visit yerbamadre.com.About Yerba MadreYerba Madre—formerly Guayakí Yerba Mate—is the nearly 30-year pioneer of regenerative yerba mate [yer-bah ma-tay] and the category leader in ready-to-drink mate beverages across North America. The name Yerba Madre, meaning “Mother Herb,” is a tribute to Mother Earth and the ancestral wisdom of the Indigenous communities who have cultivated yerba mate for generations —a reflection of the values the brand has championed since day one.Headquartered in Sebastopol and Venice, California, Yerba Madre sources organic, shade-grown yerba mate in direct partnership with 255 family farmers and Indigenous communities across Argentina, Brazil, and Paraguay. Using its Market Driven Regeneration™ model, every purchase helps reforest the Atlantic Forest, support fair trade premiums, and build long-term economic resilience for grower communities.Yerba Madre is proudly the first yerba mate to be Regenerative Organic Certified® and the first company in South America to achieve ROC™ Gold status, marking a dual milestone in regenerative agriculture and ethical sourcing. This achievement affirms the brand’s leadership in regenerative business – starting with its shade-grown yerba mate and setting a new global benchmark for soil health, biodiversity, and farmworker fairness. The ROC™ seal debuted on Yerba Madre packaging for Traditional Air Dried Loose Leaf and Mate Bags in May 2025.As an original founding member of the B Corp community and a founding member of the Purpose Pledge, Yerba Madre is committed to ethical business practices across ten key pillars, including climate positivity, living wages, circularity, and inclusion. Yerba Madre is available in over 45,000 retail locations across the U.S. and Canada. To learn more, visit www.YerbaMadre.com. Copyright © 2025 Concacaf, All rights reserved.