With the 2026 FIFA World Cup arriving on American soil for the first time in over three decades, yerba mate brand Yerba Madre is seizing the moment to push its South American herbal beverage into the mainstream. Founded roughly 30 years ago, the company has positioned itself as the U.S. category leader in regenerative yerba mate — a drink made from steeped dried leaves known for delivering steady energy without the jitters or crashes linked to coffee and energy drinks.
Star Power on the Pitch and Beyond
To reach new audiences, Yerba Madre has signed Real Madrid legend and Brazilian World Cup winner Roberto Carlos as its Global Futbol Ambassador. Carlos, who drank mate on the way to stadiums throughout his playing career, brings authentic cultural credibility to the brand. The company has also partnered with Yassine Cheuko — Lionel Messi’s viral bodyguard — who went from internet sensation to brand ambassador after footage of him sprinting onto a pitch to intercept a fan captivated millions online. Cheuko drinks mate daily and calls it less of a beverage and more of a supplement.
A Cultural Ritual Ready for Its American Moment
CEO Ben Mand sees the World Cup as a turning point. Mate has long been a communal tradition across South America, shared among friends and athletes alike. Mand believes that exposure to the tournament’s massive global audience could finally spark mainstream American adoption. With trusted ambassadors, a clean-energy product, and a once-in-a-generation sporting event as its backdrop, Yerba Madre is betting this is the moment mate breaks through.