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.

  • English soccer team Liverpool has extended its partnership with Carlsberg for five more years. With the extension, Carlsberg will remain the official beer of Liverpool until the end of the 2023/24 season. “Since 1992 we have enjoyed a long and loyal relationship with Carlsberg and this extension is a real testament to the strong and historic link between the club and the iconic brand,” stated Billy Hogan, managing director, and chief commercial officer at Liverpool.

 

  • FC Bayern EnglishAlso, the Bayern Munich has extended its beer partnership through to 2026, but with long-standing partner Paulaner Brewery. The brewery company also hosts fan events and competitions as part of its deal with the club.

 

  • EA Sports renewed its partnership deal with LaLiga through the 2023/24 season. The collaboration includes a full broadcast package and bringing the authenticity of LaLiga to life in stadiums, banners, players and more.

 

  • FIFA will not expand the 2022 World Cup to 48 nations, according to the AP. The organization will stick with 32 countries for Qatar, due to political and logistical issues within the region. Subsequently, the World Cup will expand until 2026, with FIFA already having approved a format with 48 teams for that tournament in the United States, Canada, and Mexico.

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  • St. David’s HealthCare has locked a sponsorship deal with the Austin FC to adorn the team’s training facility and practice jerseys. “We had to be educated,” David Huffstutler, president, and CEO of St. David’s HealthCare, told the American-Statesman. “I’m not personally terribly knowledgeable about Major League Soccer, and we weren’t as an organization but we were intrigued. We saw the momentum building over time in the community.” This represents the first major sponsorship for the MLS franchise.

 

  • GOL Linhas AéreasGol Airlines has become the official partner for the South American Copa America. The Brazilian airline will provide more than 50 chartered flights for the various national teams during the Brazil-based tournament. “Being part of this event shows that we are once again next to the fans, the teams, and reflects our commitment to support the growth and development of Brazilian sport,” stated Eduardo Bernardes, vice president of commercial and marketing at Gol.

 

  • DAZN has secured broadcast rights for the next four seasons of Major League Soccer (MLS) in six international markets. As part of the agreement, the over-the-top (OTT) streaming platform will screen every MLS games exclusively in Germany, Austria, Switzerland, Italy and also on the recently launched Spanish platform.

 

  • ESPN+ reached an agreement to be the exclusive English-language home in the United States for the 2019 CONMEBOL Copa America. The 46th CONMEBOL Copa America will be played June 14 - July 7 with all 26 matches streamed live on ESPN+.

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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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