With a two-year contract, brokered by Musicalize, the brand will be present at the official festival events
Amstel announced a partnership with the Independent League of Samba Schools of São Paulo (Liga SP) for the São Paulo Carnival in 2024 and 2025.
With the two-year agreement, brokered by Musicalize, the brand assumes the position of official and exclusive beer for the samba school parades to be held at the Anhembi Sambdromo and will be involved in actions inside and outside the sambadrome, including activities on the courts. Samba schools.
“We are very happy to be present at such an important and long-awaited event in the city of São Paulo’s calendar. Let’s toast and celebrate the union between tradition and innovation in one of the most iconic events in the country”, said Vanessa Brando, director of marketing of the Heineken Group’s mainstream brands.
Under the agreement with Liga SP, Amstel will be the official beer of all 33 samba schools in So Paulo, (14 from the special group and 19 from the access group) and will be present at all official events, such as rehearsals and parades. During the days of presentations and celebrations at the Sambdromo, the brand will be present in more than 50 bars in the area, in addition to the boxes.
“Without a doubt, this is the biggest opportunity we have ever had in our Carnival. Amstel as official sponsor will bring an even greater dimension to the party, providing incredible experiences. A historic milestone, this partnership promises to bring even more joy and flavor to our Carnival celebrations” , added Sidnei Carriuolo, president of Liga-SP.
