Colombia’s Juan Valdez has announced a partnership with Argentine Football Club River Plate. The Colombian brand is set to become the official coffee provider of the Argentine giants. The partnership means that all the coffee served at the Estadio Mǎs Monumental will be 100% Colombian. This will also apply for the club’s administrative quarters, training facilities and restaurants owned by River Plate.
This move is part of Juan Valdez’s new strategy to enter new markets overseas, as earlier this year they had also become the official coffee supplier of the NFL’s LA Rams.
Germán Bahamón, general manager of the National Federation of Coffee Growers, stated that this is an opportunity to strengthen the brand’s presence in Argentina, one of the region’s strategic markets.
Colombia’s Juan Valdez partners with River Plate as part of broader Argentina expansion
According to an official statement from Juan Valdez, “With this agreement, Juan Valdez becomes an official sponsor of River Plate and advances its expansion plan in the country, where we will close 2025 with nine stores and project further growth in 2026.”
The partnership is set to begin on August 8th, 2025 and will initially run for a year. Colombian coffee will be exclusively served during River Plate matches. Professional staff, players, and visitors will also be exclusively served with Juan Valdez coffee.
🚀 ¡Juan Valdez llega al Monumental! 🇨🇴⚽🇦🇷
Con orgullo anunciamos que Juan Valdez es ahora el sponsor oficial de River Plate en Argentina. Un paso firme en nuestra expansión en este gran país, que cerrará 2025 con 9 tiendas y que en 2026 promete aún más crecimiento.
A partir… pic.twitter.com/TjiKiRTiGM
— German Bahamon Jaramillo (@GermanBahamon) August 8, 2025
The agreement is part of the brand’s internationalization strategy, which seeks to increase its presence in key markets through partnerships with renowned institutions in sports, culture, and gastronomy.
Argentina is amongst the countries where Juan Valdez has experienced significant growth
According to the National Federation of Coffee Growers, Argentina is one of the countries where the brand has experienced sustained growth in recent years, offering a mix of physical stores, supermarket sales, and strategic partnerships.
“This is the union of the flavor of Colombian coffee with the passion inspired by Argentine football. We want every visit to the Monumental to also be an opportunity to enjoy our product,” said Bahamón.
River Plate is one of the most renowned clubs in South America, and is expected to continue its international surge, allowing Juan Valdez to grow with the club.