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.

  • FOX SportsAccording to Nielsen, Saturday’s 2018 FIFA World Cup Quarterfinal matches delivered FOX with an average of 5,664,000 viewers, making this the most-watched day of Quarterfinal action since at least 1990. The Croatia/Russia encounter averaged 6,317,000 viewers on the channel, while England’s win over Sweden got 4,763,000 viewers. Twitter had its best day ever across FOX Sports accounts, with 13.7 million views.

 

  • Facebook has become the exclusive broadcaster of the Premier League matches in four Asian countries. The deal starts with the 2019-20 season and runs through 2022. Facebook will livestream all 380 fixtures in Thailand, Vietnam, Cambodia and Laos.

 

  • On May, Toyota formed a partnership with Club America on their Tour Águila – their series of friendly matches that take place in the United States. Now, during the kick-off match in Dallas, Texas on June 30th, the Toyota Tundra pulled in with an actual section of the iconic Estadio Azteca and shared the excitement and thrill with fans who got a chance to sit in them. The branded seats have since traveled to the next few games including San Jose and Fresno, California.  "Soccer is a unified passion point among Hispanics and deeply rooted in their cultural heritage.  Beyond reach, their engagement with the sport is enormous," said Veronica Elizondo, VP and Group creative director at Toyota.

 

  • The US Soccer Federation will host North America’s first-ever soccer-specific hackathon in Chicago on July 14-15. Attendees will have exclusive access to data used by federations and professional clubs, develop solutions for soccer industry problems, and share ideas to push the sport forward from commercial and soccer standpoints.

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  • Nashville SCPinnacle Financial Partners Inc. has signed a partnership as a corporate sponsor of Nashville SC. This is Pinnacle's third sports-focused partnership, after sponsoring the Tennessee Titans and Memphis Grizzlies.

 

  • The Croatian soccer federation has been fined by the FIFA with over $70,000 for violating media and marketing rules at the 2018 World Cup in Russia. Members of the Croatian national team were seen drinking “non-authorized beverage products,” this means drinks with no sponsorship deal for the World Cup. Coca-Cola is FIFA’s main sponsor, together they have set strict marketing regulations about what brand of beverages players are allowed to be seen with during matches.

 

  • CoinDeal, a Cyprus-based cryptocurrency exchange, has become a sponsor of the UK Wolverhampton Wanderers soccer club, which will feature its logo on all training kits. CoinDeal’s logo will appear on the team’s shirt sleeves.

 

  • Telemundo Deportes added new audio offerings for Amazon Alexa and Google to enhance the final stages of the 2018 FIFA World Cup Russia. Customers can ask Alexa to hear Telemundo Deportes’ daily two-minute brief in Spanish recapping the action of the day, results of matches, the most interesting stories coming out of the games, and more, directly from Russia.

 


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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