AB InBev Partners with La Liga and Premier League, Soccer Marketing News

AB InBev Partners with La Liga and Premier League, Soccer Marketing News

La Liga

  • AB InBev Partners with La Liga and Premier League, signing a new multi-year global deal which makes Budweiser the league’s official beer. The partnership will run across five continents and in more than 20 countries, including the United Kingdom, China, South Africa, India, Chile, and Nigeria.
    We will see the beer brand activating trophy tours, viewing parties, broadcast media assets, and content collaborations.
    "We are excited to kick-off these long-term partnerships with the Premier League and LaLiga, two world-class football competitions,” said Pedro Earp, chief marketing officer at AB InBev. "These partnerships will allow us to further connect with key consumers and football fans across the globe.

  • Ab InBev PartnersLa Liga will stream up to 35 live pre-season games on its own OTT platform for free. Launched in March, LaLigaSportsTV will also show the coverage of the International Champions Cup (ICC) clash between cross-city rivals Real Madrid and Atletico Madrid at New Jersey’s MetLife Stadium on 27th July.

 

  • La Liga partnered with UK-based food delivery company Deliveroo, for the 2019/20 season. Deliveroo will gain visibility across La Liga’s media platforms, including its official broadcasts, digital channels, and written press.

 

  • FC Barcelona launched an official account on the Chinese social media platform TikTok to engage with younger fans. Barcelona will produce a ‘user challenge’ featuring first-team players as part of their launch. The deal was unveiled in time for the club’s pre-season tours of Japan and the US

Subscribe to Portada’s weekly Sports Marketing Updates!

MLS

  • The Leagues Cup, the new club soccer competition featuring teams from the MLS and Liga MX, will double the number of teams to 16 for the 2020 edition of the tournament. The teams qualifying from the MLS will be those who finish in the top four of the Eastern or Western Conference during the regular season. It is limited to those who are not competing in the 2020 Concacaf Champions League.

The eight Liga MX clubs will consist of the 2019 Apertura champion, the 2020 Clausura champion, the 2019/20 Copa MX winner and the top five teams in the combined Apertura 2019-Clausura 2020 regular season standings who have not already qualified for the Leagues Cup.

 

  • NBA star James Harden is now co-owner of MLS club Houston Dynamo. Harden has acquired a 5% stake in the club, According to Front Office Sports. The franchise has been valued at more than US$475 million.

 

  • Ally Financial locked a multi-year agreement with potential MLS team Charlotte Soccer Bid Team. The deal designates Ally as the founding and lead partner of the team. Aside from marketing efforts, Ally plans to leverage its partnership by demonstrating its commitment to the local community.

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



Curacao’s CMO Ariela Nerubay: Automated Behavioral Emails More Than Double Open and Click-Through Rates

Curacao’s CMO Ariela Nerubay: Automated Behavioral Emails More Than Double Open and Click-Through Rates

Two years ago, the large-format retail store chain Curacao, headquartered in Los Angeles, began to send out automated emails based on customers’ interactions on Curacao’s website. The results have proven impressive, and Curacao plans to roll out new features offered by its automated emailing tool in the coming months.