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.

  • UEFASoccer governing body Uefa has launched ‘Time for Action’, a dedicated women’s soccer strategic framework that aims to double the number of female players by 2024 to 2.5 million. The strategy will include investing in programs from grassroots to a professional level and an overarching aim to change the perception of women’s soccer on the European continent. Uefa hopes to double the reach and value of the Women’s Champions League and Women’s European Championship.

 

  • BeIN Sports has locked exclusive rights to this year’s Copa América in Brazil, in 27 international markets. The deal includes South America’s international soccer tournament broadcast in Australia and New Zealand, in addition to contracts in France and the Middle East and North Africa (MENA) region, which were agreed earlier in the year.

 

  • Real Madrid has been named the most valuable soccer brand in the world, according to Brand Finance's annual report. Real Madrid’s brand value increased by 26.9 percent from 2018 to 2019 and is now worth more than US$1.79 billion.

Subscribe to Portada’s weekly Sports Marketing Updates!

  • ESPN is “stacking up global soccer” for ESPN+, its over-the-top (OTT) platform, according to executive VP of programming and scheduling, Burke Magnus. Launched in April 2018, ESPN+ has more than 2 million subscribers and is looking to quickly grow its portfolio of global soccer rights in the US.

 

  • PorschePorsche has become Los Angeles FC’s official premium luxury automobile partner on a multi-year deal. As part of the agreement, Porsche has acquired the naming rights to the directors’ box at LAFC’s Banc of California Stadium. “We’re delighted to welcome Porsche to the Black & Gold family. Porsche is an innovative and forward-thinking automotive brand and we look forward to working together,” stated Tom Penn, LAFC president, and co-owner.

 

  • Real Madrid is extending its sponsorship deal with betting company Codere until the end of the 2020/21 season. The Spanish gambling firm has been the club’s official betting partner since 2016.

 

  • The Spanish Football Federation (RFEF) is bringing its kit supply contract for the country’s national teams with Adidas to an end. The contract between the pair currently runs until 2026 but the RFEF has decided to revoke its agreement with Adidas seven years early. In a statement on the body’s website, the RFEF said: ‘The conditions that were agreed upon when it was signed years ago do not meet the criteria of legality, transparency, and fairness that the RFEF considers minimally acceptable.’

Avatar

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.

MORE FROM PORTADA

The 5 Most Pressing Questions About Influencer Marketing Answered by Band of Insiders, Best Buy, Bimbo, and Pepsico

The 5 Most Pressing Questions About Influencer Marketing Answered by Band of Insiders, Best Buy, Bimbo, and Pepsico

During the seventh edition of the #PortadaMX summit, experts in Influencer Marketing took the stage to discuss best practices surrounding this elusive but undeniably effective tool to reach consumers. Vivian Baron, CEO and Creative Chairwoman at Band of Insiders, presented the panelists: Best Buy Mexico's E-commerce Subdirector José Camargo, Grupo Bimbo's Global Consumer Engagement Lead Giustina Trevisi, Band of Insiders' Influencer Marketing Manager Leonardo Vargas, and Pepsico/Drinkfinity's Director of Business Innovation & Marketing Yamile Elias.