A summary of the most exciting news in soccer marketing. If you’re trying to keep up, consider this your one-stop shop.
Visa announced a new five-year deal with the U.S. Soccer Association specifically with a special focus on supporting the U.S. Women’s National Team through 2023, which includes becoming the title sponsor for the annual SheBelieves Cup. “The inspiration behind what we’re doing is Visa’s broader focus to inspire women both in sports and in the boardroom,” stated Mary Ann Reilly, the brand’s senior vice-president, head of North American marketing. “It’s really about the overall focus on women’s empowerment, and so, therefore, we’re expanding our investment in women’s soccer.
In addition, Visa is launching a new U.S. marketing campaign celebrating the U.S. Women’s National Team, spotlighting stars Mallory Pugh, Becky Sauerbrunn, Rose Lavelle, Jessica McDonald, Abby Dahlkemper, and Adrianna Franch.
- The MLS (North America ) and Liga MX (Mexico) are launching the Leagues Cup, a new cross-league, annual cup competition that will debut this July. The new tournament will feature four teams from MLS and four from Liga MX: Chicago Fire, Houston Dynamo, LA Galaxy and Real Salt Lake will represent the MLS whilst Club America, Cruz Azul, Tigres and Club Tijuana will take part from Liga MX. The tournament will be played in a knockout format, with all four quarter-final fixtures taking place at MLS stadiums, with the final also due to be played at a venue in the US.
- Omaha, a former MLS team, has been selected as the newest USL League One addition. The expansion club will play at a multipurpose minor league baseball park in 2020.
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- Hugo Boss has named Mexican goalkeeper Memo Ochoa as its new brand ambassador. Hugo Boss is looking to reach the player’s close to 2 million followers on Instagram, and over 2 million on Twitter. Ochoa’s first collaboration was the launch of a new Hugo Boss watches campaign.
MLS team Orlando City could get sold in 2022 when majority owner, Flávio Augusto da Silva, turns 50 and starts to focus on philanthropic efforts, according to Portuguese newspaper Estadão. “I’m not making a sale announcement. The announcement is that I will dedicate myself to philanthropy,” Da Silva told the outlet. “But I believe that the apex of a successful entrepreneur is when the market becomes interested in what he has created to the point of wanting to pay for it and fortunately I’m constantly being sought out by investors.”
- Excel Sports Management’s Properties division will be retained by Relevent Sports Group as a third-party sales agency for its varied soccer properties including the International Champions Cup globally, and LaLiga in the U.S. and Canada. Excel will develop marketing solutions for brands looking to associate with futbol.
- Hugo Boss has named Mexican goalkeeper Memo Ochoa as its new brand ambassador. Hugo Boss is looking to reach the player’s close to 2 million followers on Instagram, and over 2 million on Twitter. Ochoa’s first collaboration was the launch of a new Hugo Boss watches campaign.
- According to new data and insights released by Nielsen, fan interest and commercial investments in women’s football, or soccer, are growing leading into the 2019 FIFA Women’s World Cup. The study shows 40% of the people in countries with a team competing in this year’s tournament are interested in women’s football.
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