The Colombian coffee group is seeking to boost brand awareness in Argentina, which it views as a key growth market
Colombian coffee group Juan Valdez has become the Official Coffee Partner of the Argentinian football team, River Plate.
As part of the initial one-year sponsorship deal, Juan Valdez coffee will be served at the 85,000-capacity Estadio Monumental in Buenos Aires, including in all premium hospitality suites and on-site restaurants, as well as within River Plate’s offices and training ground facilities in the Argentinian capital.
“This alliance allows us to be present on match days, in training, in offices and restaurants such as the renowned Banda, accompanying more than 350,000 members and millions of fans at every important moment,” said Camila Escobar, CEO, Juan Valdez.
In a press release, Germán Bahamón, General Manager of Juan Valdez Argentina, said the partnership will strengthen brand awareness in the South American country, which the coffee group views as a key growth market.
Juan Valdez currently operates five outlets in Argentina, including its largest store globally in the Núñez neighbourhood of Buenos Aires, and expects to open four further sites by the end of 2025.
Estadio Monumental is the largest stadium in South America and hosts concerts, conventions and other sporting events. Juan Valdez’s tie-up with River Plate follows multi-year sponsorship deals with US sports teams, the Chicago Cubs and the Los Angeles Rams.
Founded by Colombia’s National Federation of Coffee Growers, Juan Valdez currently operates over 630 coffee shops across 18 markets globally and is seeking to reach 1,200 stores by 2028.
