The Week in Soccer Marketing

A summary of the most exciting news in soccer marketing. If you're trying to keep up, consider this your one-stop shop.

  • https://pbs.twimg.com/profile_images/983542117581516800/-qaNBZdk_400x400.jpgEnglish Premier League Manchester City inked a multiyear deal with dating app Tinder. This is the app’s first promotion in the sports market. Tinder is also partnering with Major League Soccer’s New York City Football Club.
  • Jake Reid has been named Sporting Club CEO and President of the Sporting Kansas City. Reid assumes his new role having served as Sporting KC President since January 2016. He joined the organization in 2010 as the Vice President of Ticket Sales and Service before his promotion to Chief Revenue Officer in 2012.
    “It's as much about representing Kansas City as it is about representing Sporting. We're still the second smallest market in MLS, but we feel like we're punching way above our weight class, which is a great representation of our city,” Reid stated.
  • The USL has expanded its broadcast agreement with ESPN for the 2018 and 2019 seasons. The deal includes bringing more regular-season games to linear channels and making ESPN+ the league’s streaming subscription service in the US. There will now be six USL regular season games and the 2018 USL Cup aired on linear networks.

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  • NBC SportsNBC Sports’ broadcast of Manchester United’s win over Manchester City in the Manchester Derby, brought together a Total Audience Delivery average of 1.72 million viewers across all platforms. This represents the most-watched Premier League match in US history, according to Nielsen and Adobe Analytics. NBC delivered 1.35 million viewers, with 309,000 on Telemundo, and an Average Minute Audience of 59,800 across NBCSports.com and the NBC Sports app.
  • Italian team Roma agreed on a new back-of-shirt sponsorship deal with Hyundai, according to a report in Roman daily Il Tempo. According to the newspaper, the deal will run for three years, with a US$4.3 million-per-season contract. The club will have to end its two-year official car partnership with Volvo a year early.
  • Kathy Carter

    Kathy Carter

    Major League Soccer and Soccer United Marketing have announced that SUM president Kathy Carter is departing her role. Carter had been SUM president, which oversees the commercial arm of MLS and other soccer properties, since 2010. Recently Carter lost against runner-up Carlos Cordeiro to become U.S. Soccer president.
    “My time with SUM and MLS has been deeply meaningful - building and expanding the game has been my profession and my passion. I will remain a huge supporter of MLS and US Soccer and will be cheering loudly from the stands for our clubs and players,’ Carter stated.

Check out the stars of Portada's Sports Marketing Board, who will meet at Portada Miami on April 18-19 to discuss various topics related to the future of marketing and innovation in sports. Register now!


Ximena Cassab @xcassab

Ximena is a Swiss-Mexican journalist based in Mexico City where she specialized in business, and travel topics. Graduated from the National Autonomous University of Mexico (UNAM), she has worked as an editor at the magazines Expansión , Aire and Accent, from Expansion Group. Currently she is working with different media in Spanish and English independently. She is a passionate traveler who does not miss the opportunity to see a new place in the world.

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