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Every company wants a piece of the World Cup, from snack brands to state-owned oil giants. But some partnerships make more sense than others. The best World Cup activations are the ones that don’t have to reach for a connection because it’s sitting right in front of them.
That’s what Yerba Madre is relying on.
Founded around 30 years ago, Yerba Madre is the U.S. category leader and pioneer of regenerative yerba mate, a traditional South American herbal beverage made by steeping dried leaves and stems in water. Known for delivering a smooth, sustained energy boost without the jitters or crash often associated with other caffeinated drinks, Mate has a loyal following, especially in the regions where it is produced.
According to Yerba Madre CEO Ben Mand, mate is traditionally shared among friends, family and community.
“It’s a social ritual,” he says. “When you think about the things that bring people together, mate has always been an important part of that culture.”
Football is similarly woven into South American culture, as Real Madrid legend and Brazilian World Cup winner Roberto Carlos can attest. Carlos, now the Global Futbol Ambassador for Yerba Madre, had two pregame rituals. He would speak to his mom, bring the mate from the hotel to the stadium, and drink it on the way.
“I played with a lot of Argentinians and Uruguayans, so I always had it around me in training,” Carlos says. “It was something we did often, and it gave us a boost for the games.” (Translated from Spanish).
‘It’s more than a drink to me’
For Yerba Madre, the World Cup coming to the States for the first time since ’94 was a golden opportunity.
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