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.

  • FC Bayern MünchenBayern Munich has reported a record revenue for the 2017/18 financial year. The team made a total of €657.4 million (US$747.9 million), combining both the club’s Bayern Munich AG stock company and the Bayern Munich Group. After taxes, the German champions net income totaled €29.5 million (US$33.6 million). “As well as the sporting success of last season where we won the Bundesliga and reached the latter stages of the Champions League, these results are the evidence that FC Bayern also had a good year on the financial front,” stated Karl-Heinz Rummenigge, chairman of Bayern Munich.

 

  • Real Madrid locked a deal with China CITIC Bank. As part of the agreement, the two entities will create a China CITIC Bank Real Madrid credit card, which will provide financial services to fans and the chance to win tickets to home games, at the team’s Santiago Bernabeu stadium. The partnership represents the club’s first of its kind in an Asian country.

Join us at PORTADA LOS ANGELES on March 15, 2019, at the Loews Beach Hotel Santa Monica, where we will dive deep into sports and soccer marketing's preeminent topics.  Felix Palau, VP Marketing, Heineken will discuss "How to measure ROI and transfer best practices between sports marketing platforms". Other speaking engagements include Tiago Pinto, Global Marketing Director, Gatorade who will provide answers to the question: "Will Corporate America jump on the soccer opportunity?"Attendees will also be able to benefit from Portada's meet-up service of three-eight-minute meetings with top brand executives!

  • American ExpressParis Saint-Germain renewed its partnership with American Express. The financial services company will continue to offer its concierge service and to operate the hospitality zones of the Ligue 1 outfit’s Parc des Princes stadium. As an additional part of the agreement, American Express Platinum cardholders can purchase tickets at home games, as well as having the opportunity to attend special club events, including the opportunity to meet the team’s star players.

 

  • Mitel has become Liverpool’s official global unified communications partner, through a multi-year partnership. The English team will work closely with the technology company to enhance their fan experience by implementing cloud-based communication and collaboration solutions, enabling supporters to quickly connect with the club through voice calls and online. “We are always looking for ways to enhance the experience that we provide to our supporters,” stated Billy Hogan, managing director, and chief commercial officer at Liverpool.

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  • Coca-ColaParis Saint-Germain announced the renewal of its sponsorship deal with Coca-Cola until 2021.  “We are very proud to be one of the historic partners of Paris Saint-Germain and to renew our commitment to the club. Paris Saint-Germain is France’s favorite club and one of the most popular clubs in the world, something we have in common, always very close to our consumers. We love Paris, its prestigious club and its fans, wherever they come from. This partnership is very important for Coca-Cola, and our strategy of uniting, despite our differences,” said Francois Gay Bellile, President of Coca-Cola France.

 

  • The Houston Dynamo announced a new jersey sponsorship deal with the University of Texas MD Anderson Cancer Center. The multi-year agreement will feature cancer-prevention education, community outreach, survivorship celebrations, public service announcements, and philanthropic initiatives. This represents the first season-long cause-related jersey partnership in MLS history.

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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