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.

  • JUGOtvJUGOtv, a sports digital media network and content production studio for the US Hispanic and Mexican audience, will become an official digital video partner for the International Champions Cup. The San Francisco-based company will create, curate and distribute exclusive International Champions Cup content to the US Hispanic and Mexican fans.

 

  • Heineken kicked off its "Summer of Soccer" campaign. As soccer viewership and fandom continue to grow throughout the U.S. Heineken has also extended its long-term partnership with Major League Soccer with a five-year renewal as the Official Beer of MLS, and will continue to sponsor Rivalry Week, which runs from Aug. 22 through Aug. 26.

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  • Thom Browne

    FC Barcelona has reached an agreement with the exclusive American fashion brand Thom Browne, which will become a global sponsor for the Club and an official formal wear provider for the team off the field of play. From this season and for the next three years, the team will wear Thom Browne clothing on their away trips. This new agreement represents the club’s objective of searching proactively for new partners.

 

 

  • Twitter’s World Cup coverage saw 115 billion impressions on the platform with fans Tweeting the most during the Final between France and Croatia. Meanwhile, the social media reports that Brazil sent more Tweets than any other nation during the World Cup, followed by Japan, the UK, the US, and France. Brazil’s Neymar, Jr. was the most-mentioned player of the tournament, and Budweiser the most-discussed brand.

 

  • Meanwhile, Facebook saw 383 million people have more than 2.3 billion interactions related to the World Cup on the platform. Brazil, the US, Mexico, India, and Vietnam, were the most engaged countries in the conversation.

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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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