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.

  • LaLigaLaLiga North America launched its #BringUStheGame campaign, addressing the growth of soccer in America and “the desire from American fans to bring the greatest soccer league in the world to the US to play the first ever European club regular season match held outside of Europe.” The game between FC Barcelona and Girona FC will be played at the Hard Rock Stadium on Jan 26 in Miami, Florida.

 

  • New US-based OTT Vidgo had a nationwide debut with the Barcelona vs Real Madrid streaming. This represented a ‘soft launch’ of its Latino package in anticipation for Sunday’s El Clásico clash, which was streamed via BeIN Sports. CEO Shane Cannon told Light Reading that the opening week was a success.

 

  • The Conmebol has signed a new four-and-a-half years sponsorship deal with Qatar Airways. The deal sees the Qatari company become the organization’s official airline. Conmebol president Alejandro Dominguez said: “The Conmebol competitions have a great legacy and are among the most exciting and competitive in the world, and thanks to recent reforms to raise their standards, they are also among the fastest growing sports competitions.”

The Portada Brand-Sports Summit in Los Angeles on March 15, 2019 (Hotel Loews Santa Monica) will provide a unique setting for brand marketers to learn about the opportunities sports and soccer content offers to engage consumers in the U.S. and Latin America.

  • Lavazza USAEnglish soccer teams Liverpool and Arsenal have both announced regional three-years deals with Italian coffee brand Lavazza. Limited to UK-territory, Lavazza will become the official coffee partner of the two clubs. The Italian company will also become the exclusive coffee supplier at both Arsenal’s Emirates Stadium and Anfield, Liverpool’s historic home ground.

 

  • As part of its presence expansion in Latin America, Bayern Munich has launched a Spanish language online shop. The site maintains a similar form to its German and English equivalents, featuring more than 1,200 products, including replica shirts and household accessories.

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  • Real Madrid is close to signing a record ten-year, €1.1 billion (US$1.25 billion) sponsorship renewal with Adidas, according to Marca. If confirmed, this would represent the most expensive kit deal in soccer. Under its current contract, Adidas pays the club annually €52 million.

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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