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.

  • VisaTelemundo Deportes is adding to its sports content portfolio the exclusive Spanish-language U.S. media rights to the 2019 Copa America to be held in Brazil. Organized by South America's soccer ruling body CONMEBOL, Copa America is the oldest international continental soccer competition and it determines the continental champion of South America.
    “We are extremely pleased to join forces with CONMEBOL and the Copa America tournament,” said Ray Warren, President, Telemundo Deportes. “It is a world-class event and perfectly aligns with our approach to partner with owners of the biggest and best global sporting events to bring them to our Spanish-language audience in the U.S.”

 

  • Visa, the Official Payment Services Partner of FIFA, released an analysis of foreign travelers’ spending during opening days of 2018 FIFA World Cup, discovering that in the stadiums, the share of contactless payments grew to 54%, inclusive of purchases made by fans from Russia and abroad.

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  • AeroméxicoOn Saturday, June 30, Aeromexico sponsored the short #FutSinGénero ( with no gender) tournament to promote equal rights among women and men in soccer. Soccer celebrities like Charlyn Corral, Lucero Cuevas, and Kenti Robles joined the event. The project has managed to create the Female Professional Soccer League in Mexico, and also to develop a strategic growth plan for professional female players.

 

  • It seems that Nike is close to becoming the winner of the World Cup jersey sponsorship battle. The Nike swoosh appears on the outfits of Brazil, France, and England, favorite teams to win the World Cup, plus Croatia, according to betting websites. Archrival Adidas still has Belgium, Russia, and Sweden in the quarter-finals, and Puma is adding Uruguay to the game.

 

  • As the MLS expansion process continues, Detroit remains in the mix. The bidders are hoping to bring Major League Soccer to the Ford Field. “I think MLS has now accepted the fact that Ford Field is the right place,” said Arn Tellem, vice chairman of the Pistons, who has been charged by owner Tom Gores with coordinating the bid in Detroit.

 

  • Wayne Rooney has confirmed he’ll be joining the MLS, through a 3 1/2 year designated-player contract with D.C. United. The British soccer player follows the lead of Swede Zlatan Ibrahimovic and retired countryman David Beckham by leaving Europe for MLS later in their careers. Rooney is expected to make his debut July 14 when the team opens its new stadium in Southeast Washington against the Vancouver Whitecaps.


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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