SPORTS MARKETING REDESIGNED: YERBA MADRE ENTERS GLOBAL SPORTS ARENA WITH MAJOR SOCCER PARTNERSHIPS AND LAUNCH OF NEW ATHLETE COLLECTIVE
Category leading mate beverage brand brings its 30-year track record of fueling connection and community to launch a new kind of purpose-driven sports marketing program
SEBASTOPOL, Calif. and VENICE, Calif., June 11, 2025 /PRNewswire/ -- Yerba Madre™—formerly known as Guayakí Yerba Mate—is bringing its 30-year track record of fueling connection, energy and camaraderie on and off the field to launch a new kind of purpose-driven sports marketing program. This includes three major announcements: a Concacaf Gold Cup partnership, a multi-year title sponsorship with Vermont Green FC, and the launch of a new cross-sport athlete collective focusing on soccer, along with basketball, skateboarding, surfing, and BMX.
As the traditional beverage across South America, yerba mate has long been a ritual in soccer. Yerba Madre is now bringing that legacy to life in the U.S. by becoming the first yerba mate partner for pro soccer and creating values-aligned partnerships with athletes and clubs who are shaping the future of sports with purpose and authenticity.
This summer, Yerba Madre will be integrated as an official sponsor of the Concacaf Gold Cup, the region's flagship men's national team competition that takes place every two years and engages millions of fans. 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.
The new partnership with Vermont Green FC, a USL club recognized nationally for its climate-forward mission and community leadership, also marks a bold step in Yerba Madre's soccer journey. This announcement follows earlier club-level collaborations with LAFC and Angel City FC and signals the brand's deepening commitment to soccer as both a global tradition and a platform for cultural change.
Alongside these partnerships, Yerba Madre is officially unveiling its new athlete roster—a collective of changemakers across multiple sports, each selected for their talent, voice, and alignment with the brand's South American heritage and regenerative mission:
- Madison Hammond (Angel City FC) – The first Indigenous player in the NWSL, using her platform to champion equity and representation in sport.
- Casey Phair (Angel City FC) – The youngest player in World Cup history, inspiring a new generation with her global perspective and fearless presence.
- Gui Santos (Golden State Warriors) – Brazilian NBA star representing the cultural bridge between mate and basketball.
- Tristan Da Silva (Orlando Magic) – Tristan is excited to further explore his Brazilian heritage through this partnership and looks forward to supporting the company's efforts surrounding positive environmental, cultural, and societal impact.
- Jaden Hardy (Dallas Mavericks) – A standout G League graduate re-writing what it means to go pro on your own terms.
- Mariah Duran (Skate) – A two-time Olympian in skateboarding, Mariah continues to push boundaries as a creator and mentor, while exploring how her platform can support the next generation and broader community impact.
- Alex Midler (Skate) – One of the most versatile skaters in the game, Alex blends raw talent with street innovation and is beginning to explore how skate culture can play a role in purpose-driven change.
- Beatrice Domond (Skate) – Breaking barriers as the first woman signed to Supreme and Fucking Awesome.
- Cole Trotta (Downhill Skateboard) – A fearless downhill skater and content creator, Cole brings an authentic voice to his sport, using his platform to take skateboarding forward with purpose.
- Luana Silva (Surf) – A Brazilian-Hawaiian surf prodigy blending heritage, heart, and wave-riding precision.
- Jae Milez (BMX) – Jae is redefining urban BMX with his signature one-wheel style and creative street rides. A leader in NYC's cycling community, he also organizes annual mental health ride-outs to uplift and support fellow riders.
With this expanded collective, Yerba Madre is creating a new model for sports marketing—one that prioritizes shared purpose over traditional promotion and reflects the brand's long-standing commitment to cultural reverence, ecological regeneration, and community engagement.
"Yerba mate has fueled athletes across South America for generations. The values behind it—community, culture, and shared rituals—carry meaning far beyond the field," said Emily Kortlang, Chief Marketing Officer at Yerba Madre. "As we bring the mate tradition into U.S. sports, we're partnering with organizations and athletes who care about more than just visibility. They want shared purpose, and that's exactly what we are building together."
About Yerba Madre
Yerba 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 one of the original founding B Corps 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.
SOURCE Yerba Madre
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