The organization is considering holding the tournament final outside South America as part of a global strategy to expand its brand
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CONMEBOL is considering a historic change: holding the final of the Copa Libertadores outside the continent. The proposal, driven by the organization's commercial department, aims to position the tournament as a global brand and increase its impact in new markets.
In this regard, Juan Emilio Roa, commercial director of the South American entity, acknowledged in a conversation with The Athletic that the idea "is part of the things that must be done to increase interest" and stated that they are working on "a combination of initiatives to help it grow outside South America". According to his explanation, the objective is to develop experiences and content that go beyond sports, generating more stories around the participating players and clubs.
The project, still under evaluation, could be implemented in upcoming editions of the tournament. The 2025 Libertadores final will be played on November 29 at Estadio Monumental in Lima between Palmeiras and Flamengo, but if the proposal moves forward in the future, it would be the first time the final is played outside South America by planned decision since the tournament's creation in 1960.
Palmeiras y Flamengo se jugará en Lima
The most memorable precedent dates back to 2018, when the rematch between River and Boca was moved to Madrid after incidents occurred before the match in Buenos Aires. That match at the Santiago Bernabéu marked a turning point in the organization of the competition, although it was an exceptional measure taken for security reasons.
Since 2019, the Libertadores final has been decided in a single match at a neutral venue, a transformation that, while seeking a more commercial format, has been questioned for its impact on the essence of the tournament. The long distances within the continent and the high travel costs have made it difficult for large numbers of fans to attend. An example of this was the final in Buenos Aires between Atlético Mineiro and Botafogo, played at a Monumental stadium with large empty sections despite its capacity for 85,000 spectators.
El Monumental no se pudo llenar en la última final de Libertadores
The intention to internationalize the final follows the trend already seen in Europe. UEFA recently approved that the Italian and Spanish leagues can play official matches outside their borders: Serie A plans to hold the match between Milan and Como in Australia, while La Liga sought to move a match between Villarreal and Barcelona to Miami.
In this context, CONMEBOL seems willing to deepen its global strategy, although the initiative reopens the debate between the commercial growth of the tournament and the preservation of its South American identity.
