The Week in Soccer Marketing
A summary of the most exciting news in multicultural sports marketing. If you're trying to keep up, consider this your one-stop shop.
- Karina LeBlanc and Aaron West will co-host FOX Sports’ “FIFA Women’s World Cup Now” live on Twitter every matchday, from its Paris studio. From June 7-July 7, FOX Sports will produce and stream the show on Twitter via the @FOXSports and @FOXSocceraccounts. “We want FIFA WOMEN’S WORLD CUP NOW to be bold, dynamic and interactive,” said David Katz, Executive Vice President of Digital for FOX Sports. “Karina and Aaron are the perfect ambassadors to engage, inform and inspire the millions of fans who will tune in to this global celebration of soccer.”
- Saudi Arabia has been put on the US government’s Priority Watch List amid ongoing pressure from several national sports bodies and international broadcasters to bring down the pirate broadcaster BeoutQ. Two reports have been released by the Office of the United States Trade Representative (USTR), condemning the Saudi-based piracy operation, and call out the country for its failure to protect intellectual property (IP).
- The United Premier Soccer League (UPSL) announced a sponsorship deal with safety technology company Reovo Hg, to provide a safe playing environment for every UPSL player. As part of the sponsorship, every UPSL team will have access to Reovo's product line and reduced pricing, and UPSL members can go to reovohg.com/upsl to access a special league-only offer.
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- DAZN signed a three-year partnership with Huawei to distribute part of its Spanish sports rights via the tech company’s mobile platforms. The agreement includes coverage of the Premier League among other sports. Subscriptions to the service cost €4.99 (US$5.60) per month.
- Twitter has expanded its content deals with the Major League Soccer (MLS) as part of a new line-up of video programming. The agreement will see North America’s premier soccer league continue to provide the platform with live and on-demand content each week, including every goal of the season, until 2022. The move also means select live matches in English will continue to be broadcast on Twitter via the official MLS and Univision Deportes handles. “Our collaboration with Twitter has proven to be a highly effective vehicle to connecting with fans in innovative ways and bringing our teams and world-class athletes to new audiences,” said Chris Schlosser, senior vice president of media at MLS.
- Heineken launched a new video campaign, ahead of this week’s UEFA Champions League first Semi-Finals match – Tottenham vs. Ajax – featuring Andrea Pirlo pulling off the ultimate “Unmissable Moment,” by surprising local ZogSports athletes ahead of their rec soccer match. Pirlo warmed up with them, put their goalies to the test, and surprised them yet again with the UCL Trophy that’s on the line in Madrid this year. With the Champions League finals just a month away, Heineken and Pirlo teamed up to bring the trophy on a tour of NYC this week, as the futbol hype in America continues to grow.
- Nielsen has reported that year one of the UEFA Champions League on TNT is averaging its most viewed domestic English language coverage ever, with 246k viewers tuning in each week. TNT garnered a 31% gain in viewership only for this month’s live match Quarterfinals telecasts vs. last year’s comparable coverage. Meanwhile, UEFA Champions League content on Bleacher Report and B/R Football’s social media accounts have combined to deliver more than 100 million Engagements and 260 million Video Views through the Quarterfinals, greater than any other domestic rightsholder.
- Valvoline Inc. is the latest brand to sign on as a partner of the 2019 Concacaf Gold Cup soccer championship. Valvoline will serve as an official marketing partner of the 2019 Concacaf Gold Cup and underwrite the "High Mileage Stats of the Game Presented by Valvoline" digital platform, which will deliver unique statistics and infographics to fans throughout the tournament. "Valvoline shares our passion for the game and vision to provide an innovative and premium quality experience to fans as they interact and consume the best football in the region," said Concacaf General Secretary Philippe Moggio.
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.