Ximena Cassab @xcassab


Women’s soccer keeps getting attention with new partnerships and the promise to double the prize money for the 2023 Women’s World Cup. This is a summary of the most exciting news in soccer marketing. If you’re trying to keep up, consider this your one-stop-shop.


Austin FC and SeatGeek have reached a multiyear agreement. Through this deal, the software becomes the MLS club’s official ticketing partner. Terms of the deal were not disclosed.

Active PDF and the LA Galaxy have locked a partnership for the remainder of the 2019 season. Through this new deal, ActivePDF becomes the Naming Sponsor of the “Substitutions” image posted on the Galaxy Twitter feed. The new partnership includes a prominent display of the ActivePDF logo and branding within the Galaxy’s home field stadium at Dignity Health Sports Park in Carson, California.

Audi of America and the MLS announced a multi-year initiative to improve the experience at MLS academies. The partnership includes the brand-new youth academy support program, Audi Goals Drive Progress, to help provide funding for MLS academies.

European Soccer

Dutch soccer champions Ajax and beer brand Budweiser locked a long-term partnership until June 2025. The deal covers both Ajax’s men’s and women’s teams. Financial terms of the agreement have not been disclosed.

The Spanish Football Federation (RFEF) presented its revamped model for Spanish women’s soccer. Iberdrola is also expanding and extending its title sponsorship deal for six more years. The top-flight will be entitled Primera Iberdrola, while the second division will now be known as the Reto Iberdrola.

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NWSLWomen’s Soccer

The numbers are out, Fox Sports earned US$506,665 on average for each 30-second advertising slot sold for its coverage of the USA’s 2-0 win over the Netherlands in the Fifa Women’s World Cup final. Provided by analytics company SQAD the figure tops the average US$437,707 that each ad spot went for on the US network for its broadcast of the men’s 2018 Fifa World Cup final between France and Croatia.

FIFA’s Council approved expanding the Women’s World Cup from 24 teams to 32 for the 2023 tournament. Nine national associations are looking to host the next world cup: Argentina, Australia, Brazil, Bolivia, Colombia, Japan, New Zealand, South Africa, and South Korea, which could bid jointly with North Korea. Formal bids are due Oct. 4.

The National Women’s Soccer League (NWSL) has signed an extension with Nike its exclusive kit supplier through 2022. The sports brand will continue to supply uniforms, apparel, and equipment for the NWSL. “The relationship with Nike aligns with our goals to strengthen the level of competition, as well as to support and develop female athletes as they continue to train and play at the highest level,” said league president Amanda Duffy.

Women’s soccer keeps getting attention from Fifa is promising to exceed its commitment to double the prize money for the 2023 Women’s World Cup to US$60 million. “We have until 2023 to discuss the prize money,” Gianni Infantino, president of Fifa said. “I think we need to market it as well in a certain way. I’m very confident, I’m sure we can go higher than doubling.”


Mark Sanchez joins ESPN for the college football season. Here you’ll find a weekly summary of the most exciting news in multicultural sports marketing. If you’re trying to keep up, consider this your one-stop-shop.


Former Southern California quarterback Mark Sanchez joins ESPN in a multi-year deal in an analyst role as an analyst. Sanchez will be in the studio each college football Saturday for ABC. The former player will also contribute to other ESPN shows, including College Football Live and Get Up! during the season.

NFLTony Gonzalez is joining the FOX NFL Thursday pregame show for the upcoming season. Debuting on Sept. 26, the collaboration will start with the revamped TNF pregame show. Michael Strahan, Terry Bradshaw, and Howie Long will be joining Gonzalez.


NBA team the Golden State Warriors signed a ten-year, omnichannel retail partnership with Fanatics. The global sports merchandiser company will become the exclusive online and on-site operator of all ‘Warriors Shop’ outlets throughout the San Francisco Bay Area. This includes the Warriors’ flagship store based at the recently developed Thrive City shopping complex, located near the Chase Center.

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IMPACT Wrestling renewed and expanded its partnership with Twitch. This includes the weekly premiere of the flagship two-hour show IMPACT! and more exclusive content. In exchange, IMPACT Wrestling will facilitate co-streaming of the weekly flagship show and will be announcing details of a contest featuring co-streamers in the near future.

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

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  • 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.

Mariano Rivera World Tour Apparel Collection will be launched by Bleacher Report to honor the Panamanian-American former professional baseball pitcher. Here you’ll find a weekly summary of the most exciting news in multicultural sports marketing. If you’re trying to keep up, consider this your one-stop-shop. 


  • Bleacher Report is launching the Mariano Rivera World Tour Apparel Collection. The collection includes two designs in short and long sleeve: Unanimous World Tour and Save New York – featuring locations for all of his 652 saves during the Panamanian-American former professional baseball pitcher’s career and designed by contemporary Latino pop artist and native New Yorker, M. Tony Peralta.

Mariano Rivera Apparel Collection

  • Major League Baseball (MLB) is considering allowing sponsorship patches on its teams’ uniforms within three years. According to the Sports Business Journal (SBJ), the MLB has seen the NBA’s jersey branding success and is interested in following its lead. The deals bring in an average of US$7 million a year per team. Van Wagner Sports & Entertainment confirmed to the SBJ that some MLB franchises have been approaching the sports agency for evaluations of the potential new inventory.


  • Last week MLB and YouTube had their first exclusive broadcast as partners. It saw over 200,000 concurrent viewers at peak of the Phillies’ win over the Dodgers, according to Google. The game also saw more than 2 million views on the league’s official channel.


  • Social broadcasting service Caffeine has become the streaming partner to the US League of Legends Championship Series (LCS). Caffeine will host the official LCS broadcast every weekend. This will include the remainder of the 2019 Summer Split regular season, the LCS playoffs, finals, and regional qualifiers.

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  • UFC and Blackheart Premium Spiced Rum have extended their multi-year marketing partnership. The spirits brand will continue to offer fan experiences and will have a branded presence inside the Octagon during key UFC events. Blackheart will also have a presence on UFC’s official Instagram as the presenting sponsor of select “Shot of the Night”.


  • UFC Arabiahas become the first Arabic language UFC streaming platform in the MENA region. Fans in the region’s 21 countries will now have access to exclusively live stream events as well as a range of fight videos. “We are very excited to welcome back UFC to Abu Dhabi. We are thrilled to allow all passionate fans in the UAE, and MENA, a chance to exclusively live stream all UFC events. This step reaffirms our commitment to bringing all major sports to our viewers in the region,” said Abdulrahman Awadh Al Harthi, Executive Director of Television at Abu Dhabi Media.


  • Univision Deportes has officially rebranded as TUDN, after sealing its cross-border partnership with Mexico’s Grupo Televisa. TUDN is the channel’s new name, with TUDN branding also running across sports telecasts on Univision Network, UniMás, Galavisión and across their audio and digital platforms. Televisa and Univision will also be sharing programming and talent.


  • The World Series of Boxing might be disappearing soon, according to a report from Inside the Games. The organization has indefinitely suspended its activities and could disband after the International Boxing Association confirmed it could not fulfill its agreement with the competition’s main investor. Only a significant investment could save the organization at this point.

P&G Calls for Women’s equal pay. A summary of the most exciting news in soccer marketing. If you’re trying to keep up, consider this your one-stop-shop.

Women Soccer

  • The BBC has secured exclusive live rights for Uefa Women’s Euro 2021. The deal follows the corporation achieving record ratings for its coverage of this year’s Fifa Women’s World Cup.


  • P&G Calls for Women's equal pay.
    Foto via P&G.

     Official US Soccer partner Procter & Gamble (P&G) has made a public donation of US$529,000 backing up the US women’s national soccer team’s (USWNT) fight for equal pay. The move comes after the company ran a full-page ad in the Sunday editions of The New York Times, calling for women’s equal pay.
    P&G has been the first U.S. Soccer sponsor to address the subject. The brand has backed up the USWNT via its Secret Brand. “Inequality is about more than pay and players,” P&G said in the ad. “It’s about values.”


  • Canadian streaming platform OneSoccer has added Liga MX to its rights portfolio. The deal includes two games a week from Mexico’s top-flight soccer league. The first streaming will be on 20th July, the week of the 2019 league-opening Apertura tournament. “We have no doubt that the support for the historic, first-ever Leagues Cup final from the passionate soccer fans of Las Vegas and surrounding region will be tremendous, and the atmosphere at Sam Boyd Stadium will be electric,” said Don Garber, MLS Commissioner.

European Soccer

  • Konami has become Bayern Munich’s platinum partner. The gaming company will carry out a complete 3D scan of Bayern’s Allianz Arena in order to accurately recreate the 75,000-seater venue in the game. Bayern also announced Serge Gnabry as an official PES ambassador.

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  • Streaming platform FloSports has secured broadcast rights to the Ligue 1 Games pre-season soccer tournament in the US and Canadian. The four-match tournament will be available live and on-demand via, FloSports’ soccer-dedicated, over-the-top (OTT) service.



The NFL is heading to Germany to search for new talent prospects to join the league in the U.S. Here you’ll find a weekly summary of the most exciting news in multicultural sports marketing. If you’re trying to keep up, consider this your one-stop shop.


  • NFL International Combine will visit Germany for the first time. Up to 50 athletes will go through a series of tests in front of NFL evaluators at Sportschule Hennef, near Cologne on Oct. 19. Potential NFL players will be invited to train in the US for 3 months.
    “Following last year’s inaugural International Combine in Australia, we are excited to explore the talent pool internationally,” stated Damani Leech, NFL Chief Operating Officer of International. “Since 2017, the NFL’s International Player Pathway program has provided international athletes the opportunity to compete at the NFL level and develop their skills, and we hope to discover new talent through this event in Germany.”


  • The Tampa Bay Buccaneers and TradeWinds Island Resorts have locked a multi-year partnership to create collaborative marketing initiatives. The partnership will focus on enhancing the in-game stadium experience for Buccaneers fans at Raymond James Stadium.

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  • Basketball Without Borders (BWB) Africa 2019 will take place July 28-31 in Senegal. BWB Africa 2019 will bring together the top male and female players ages 17 and under from throughout Africa to learn directly from current and former NBA and FIBA players, coaches, and legends.


  • The NBA sealed a strategic partnership with mobile artificial intelligence (AI) developer NEX Team. The league will have access to AI to measure player skills development, this will form part of the NBA’s global youth basketball initiatives.


  • Mexican television personality Giselle Zarur will be the newest member to join FOX Deportes. Zarur will serve as part of the network’s Liga MX broadcasts.


  • As part of UFC’s event plans, this year’s final fight will be held in South Korea on Dec. 21. Overall, 21 more events are on the calendar. Locations include Madison Square Garden on Nov. 2, Abu Dhabi on Sept. 7 for UFC 242, Singapore on Oct. 26, and Vegas for UFC 245 on Dec. 14.

Budweiser to Sponsor the NWSL in a multi-year deal. Here you’ll find a weekly summary of the most exciting news in soccer marketing. If you’re trying to keep up, consider this your one-stop shop.


  • The National Women’s Soccer League (NWSL) and Budweiser signed a multi-year deal. The beer brand will get granted naming rights to the play-offs, the championship, the MVP trophy, and a newly created ‘Most Valuable Supporter’ award. Budweiser is the competition’s first official beer sponsor. “Becoming the official beer sponsor of the NWSL is our way of not just supporting the US women’s team once every four years, but also supporting women’s soccer every single day,” said Monica Rustgi, Budweiser’s vice president of marketing.

  • The 2023 Women’s World Cup could go from 24 to 32 teams, according to Gianni Infantino, president of Fifa. He also wants to double the prize money to US$60 million. “I want to expand the tournament to 32 teams. We will have to act quickly to decide if we are to increase it for 2023. If we do, Budweiser to Sponsor the NWSLwe should reopen the bidding process to allow everyone to have a chance or maybe co-host. Nothing is impossible,” Infantino said.


  • Nike was the most-discussed brand on Twitter during the FIFA Women’s World Cup globally, according to the social media’s data. Budweiser and Visa came second and third.


  • Allstate locked a multi-year partnership as official sponsor of the U.S. Men’s, Women’s (NWSL) and Youth National Teams. The deal is headlined by Allstate’s presenting sponsorship of the U.S. Women’s National Team five-game Victory Tour. The tour begins Aug 3 when the USA hosts the Republic of Ireland at the Rose Bowl in Pasadena, carried on ESPN2. Also the U.S. Soccer Development Academy has designated Allstate exclusively as the Official Insurance Sponsor of U.S. Soccer, running through 2022.

European Soccer

  • French team Paris Saint-Germain (PSG) is teaming up with Finnish game developer Supercell, to expand their esports division. PSG will set up their own team for Supercell’s latest game, Brawl Stars. The game developer is currently the official gaming partner of the PSG. “Our two brands share the same global ambition and a young and dynamic identity that appeals to a young audience,” said Marc Armstrong, PSG’s chief partnerships officer.


  • Real Madrid and Telefónica signed a partnership that will run until June 2023. Through this deal, Telefónica becomes the club’s technological integrator. No figures have been released for the new deal.

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Broadcasting Rights

  • ESPN got the U.S. English-language broadcasting rights for the Leagues Cup, a new international club competition between four MLS teams against four teams from Mexico’s Liga MX. The tournament starts with quarterfinals on July 23-24.


  • Manchester CityManchester City has teamed up with DAZN, to make the sports streaming subscription service their new official partner in Japan. DAZN will serve as the exclusive live host broadcaster for the English giants’ first ever game in the country against City Football Group (CFG) sister club Yokohama F Marinos on 27th July.


  • According to Uefa’s president Aleksander Čeferin, the European soccer governing body is in the talks with Conmebol to create an intercontinental “champion of champions” game. The game would see the winner of European Championships play against the Copa America champions. Collaboration would take place next year after Euro 2020.

U.S. Soccer

  • The Súper Clásico between CD Chivas de Guadalajara, and Club América returns to the United States this September. Celebrating Mexico’s Independence month, the Clásico will be played at the Soldier Field in Chicago on Sunday, September 8th. Univision Deportes will broadcast the match in the U.S. and Televisa in Mexico. Various activities around the greater Chicago area will take place leading up to the game; including team legends, official mascots, trophies, celebrities, musical performances.


  • Toyota USAToyota launches is launching its “Choose the Toughest Field” soccer campaign. “This campaign champions the relentless spirit of those unafraid to conquer even the toughest terrains, just like our Tacoma and Tundra trucks,” said Terry Sell, national truck manager at Toyota Motor North America. “From international to home field games, we’re looking forward to an exciting soccer season as we celebrate the determination and toughness of the game, its players and the fans.”


  • Captain Morgan has become MLS’ official spiced rum and exclusive spirits partner through 2022. The new deal names Captain Morgan as an official sponsor of MLS All-Star – taking place in just a few weeks in Orlando – Campeones Cup (August 14) and MLS Cup (November 10). “From New York to Seattle to Los Angeles, everything about Major League Soccer, its intensely passionate fanbase, the atmosphere at each match, and the exciting growth of the sport in the U.S. mirrors the energy that Captain Morgan stands for,” said Christina Choi, DIAGEO Senior Vice President, Rum, Gin & Tequila

MLB to enter the Indian market with new local headquarters. This is a summary of the most exciting news in multicultural sports marketing. If you’re trying to keep up, consider this your one-stop-shop.

MLB to enter Indian Market
Foto via @MLB
  • MLB is planning to enter the Indian market by opening its first office in New Delhi. The league is looking to attract the country’s avid cricket fanbase to take up baseball. “The country has huge potential for us, and we want to make sure that India is an important part of the ever-growing brand that is MLB,” said Jim Small, MLB’s senior vice president of international. The Indian headquarters represent MLB’s sixth international office. Other locations are Mexico, Japan, China, and London.


  • MLB is planning to play more games in Europe beyond its two-year commitment to London. This year, the New York Yankees beat the Boston Red Sox in MLB’s first two regular-season games in Europe held at the London Stadium. The Chicago Cubs and St Louis Cardinals are already scheduled to play at the same venue next year. MLB commissioner Rob Manfred stated he is interested in having matches in other cities, including London.


  • MLB ventured into esports with a tournament in China. Eight top Chinese esports teams will compete in the US organization’s official title, MLB: The Show. The three-month competition, which was announced on MLB’s Weibo account, will take place across the Chinese cities of Beijing, Chengdu, Chongqing, Hangzhou, Shanghai, and Xi’an. The new league is slated to launch later this year.

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  • Minor League Baseball presented its Top 25 teams in licensed merchandise sales for 2018. Together, the 160 teams reached totals of more than $73.8 million in retail sales. This marks a 4.2% percent increase over 2017’s record total. The Top 25 list includes Albuquerque Isotopes, Durham Bulls, El Paso Chihuahuas, Fort Wayne TinCaps, Gwinnett Stripers, Hartford Yard Goats, Indianapolis Indians, Nashville Sounds, Portland Sea Dogs, Richmond Flying Squirrels, Salt Lake Bees, Tacoma Rainiers, and Trenton Thunder.



  • beIN SPORTS signed a long-term National TV measurement agreement with Nielsen. The new deal allows both beIN SPORTS and beIN SPORTS en Español to continue receiving market intelligence and persons-level viewing data for both networks. “Consumers today, especially sports viewers are looking not just for a diverse slate of content, but also a variety of viewing options. With our network growth in non-traditional platform viewership and our viewers recently ranking among the top in terms of length of tune and engagement scales, it’s critical for us to make sure that our world-class programming is reaching the right audience through advanced audience measurement tools,” said Antonio Briceño, Deputy Managing Director of beIN SPORTS USA and Canada.

We finally know who is hosting the Copa America Final. A summary of the most exciting news in soccer marketing. If you’re trying to keep up, consider this your one-stop shop.

Copa America
Foto via @CopaAmerica
  • Colombia will host next year’s Copa America final, according to the country’s president, Ivan Duque. Conmebol had previously announced that Colombia would co-host the tournament, but the location of the finals hadn’t been announced yet. Copa America is South America’s soccer flagship national team tournament; this is its 47th edition.

    “Copa America final will take place in Colombia, which has been one of the greatest desires of all of us,” Duque said at a public appearance. The game will be played at the Estadio Metropolitano Roberto Meléndez, in the port city of Barranquilla.


  • Major League Soccer will now accept gambling and liquor sponsorship, starting in 2020. Every team will now be able to sign deals with any licensed gaming and betting operators. The league’s revision of its commercial policy also includes accepting liquor sponsorships. The youth teams in the league or players younger than 21, though, won’t be allowed to wear jerseys with logos of sponsors promoting gambling or liquor.

Read also in Portada: Copa America: 100 Years of Soccer Passion

European Soccer

  • Premier League soccer club Arsenal and gaming developer Konami have extended their global sponsorship agreement for three more years. This means that Konami will remain the club’s official video game partner until at least June 2022. Arsenal will be featured in the eFootball PES 2020 game, including a 3D recreation of its Emirates Stadium, and club players

    In return, the company will have access to the Gunners’ first-team players and legends, as well as gaining an increased presence at match days and across the club’s media channels.

    “We are excited to work with Konami to further engage our huge global fanbase and give them the opportunity to experience the players, legends and Emirates Stadium so accurately within eFootball PES 2020,” stated Peter Silverstone, Arsenal’s commercial director.


  • Manchester UnitedAlso Manchester United has locked a deal with Konami to star in the company’s PES 2020 video game. As part of the deal, United midfielder Scott McTominay has been selected as an ambassador for the game, which is released in September.
    “We are excited to bring Manchester United into the eFootball PES series – renowned for its realism and control,” said Jonas Lygaard, senior director of brand and business development at Konami Digital Entertainment.


  • Paris Saint-Germain confirmed a long-term extension of their kit deal with Nike. Described as the biggest sponsorship agreement’ in their history, Nike will remain the club’s technical partner until 2032. The financial terms of the new contract have not been disclosed

    “The agreement represents a very important milestone, reflecting what the club has become on the global stage and the great ambitions we have for the future,” said PSG president Nasser Al-Khelaifi. “Nike has been the club’s most faithful partner and this deal shows its firm commitment to continue with us every step of the way for many years to come.

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LaLigaSpanish Soccer

  • Spanish soccer champions Barcelona teamed up with online platform Roblox, to showcase their new home kit for the 2019/20 season. Members of the platform will be able to play in various games as one of two avatars kitted out in the La Liga side’s new home shirt.


  • The return on investment via television for lead sponsors of clubs in Spanish La Liga summed US$33 million over the 2018/19 season, according to a study by sponsorship consultancy Strock. Real Madrid returned €3.36 million for Dubai-based airline Emirates, whilst Barcelona delivered €3.27 million for Japanese ecommerce firm Rakuten.


  • OTT service DAZN has locked the exclusive broadcast rights for the Copa Libertadores, Copa Sudamericana and Recopa Sudamericana in five markets through 2022. The deal covers Germany, Austria, Switzerland, Italy, and Spain and includes the ongoing 2019 tournament as well as the next three editions.


  • Turner Sports will stream matches from Liverpool’s pre-season tour of the US later this month, via its OTT service B/R Live and pay-TV network. The English soccer giants, who return to action following their recent triumph in the Uefa Champions League final, will feature in three matches in the US ahead of the 2019/20 Premier League campaign.


  • New Era Cap, the official on-field cap of MLS, has launched the New Era 2019 MLS Jersey Hook Collection. The collection allows fans to represent their team, whether they’re playing on their own field or on the road.

    The collection, available for all 24 teams, features the team’s logo on the front of the crown and the MLS logo on the back. A variety of defining team attributes, such as a mascot, establish date and slogan, are also embroidered on the right-side panel of each cap.

.This Summer the NBA will test challenges on referee calls. This is a summary of the most exciting news in multicultural sports marketing. If you’re trying to keep up, consider this your one-stop shop.


  • NBA Summer LeagueDuring the NBA Las Vegas Summer League, coaches will be able to challenge referee calls. The NBA expects to implement a pilot program for the new system during the 2019-20 NBA season, according to a league memo. Coaches will still have limited access to challenge referees, and will only get one challenge per game. They will also only be able to challenge called fouls, goaltending, basket interference, and plays where the ball is knocked out of bounds.
    The NBA Summer League will be played from July 5 until July 15.



  • NBA star Stephen Curry is working with OTT platform Rakuten Sports on original content. The brand ambassador for the Japanese ecommerce giant was in Tokyo recently for the launch of his Underrated Tour, a high school basketball camp, as part of their multi-year agreement. The camps originally started in the US this year. They are designed to seek out prep athletes to give them a chance to train alongside professionals.
    Rakuten Sports went live earlier this month offering international rights to the J League, Japanese soccer’s top league, as well as Iniesta TV, a behind-the-scenes series based around Spanish soccer star Andres Iniesta.

Read also in Portada: How Rakuten uses Soccer to Become a Global Brand


  • Combate AmericasCombate Americas’ latest MMA showcase from June 21 drew more than 416,000 network television viewers on Univision in its midnight time slot. “The ratings for the latest Combate Americas live television show on Friday night confirm what we’ve known: combat sport fans prefer ‘Mucha Mas Acción.’ Our style and brand of fighting is the best of old-style unpredictability combined with new generation MMA,” said Campbell McLaren, Combate Americas CEO. “Young adults especially recognize our bouts have more action, drama and entertainment than any other MMA organization and Combate Americas has, as a result, become appointment television.”


The Portada Brand-Sports Summit in Los Angeles on March 15, 2019 (Hotel Loews Santa Monica) will provide a unique setting for brand marketers to learn about the opportunities sports and soccer content offers to engage consumers in the U.S. and Latin America.


  • Facebook Gaming will integrate livestreaming tool StreamElements into the platform, which enables broadcasters to bring tipping, overlays, and more to their livestreams on Facebook Gaming. StreamElements has optimized OBS Live for Facebook, which allows video creators to choose the look and feel of their livestream.

Did you know there’s an all-star Real Madrid female team on the works? Here’s a summary of the most exciting news in soccer marketing. If you’re trying to keep up, consider this your one-stop shop.

European Female Teams

  • women's game

    For the past few years, the public has greatly criticized the lack of a Real Madrid female team. Meanwhile, some of the team’s biggest rivals Barcelona and Atletico Madrid have been regularly competing for titles in the women’s division. According to Spanish media, a Real Madrid female team will finally be a reality. The new female division will start competing the next season. El Pais said Madrid has purchased CD Tacon, based in the Spanish capital who have won promotion to the Liga Iberdrola, for 400,000 euros. Madrid declined to comment on the reports.


  • Spanish women’s top-flight Liga Iberdrola will be streamed via Uefa’s new over-the-top service. The announcement was given during a recent meeting to discuss league structure with the top Spanish women’s clubs. Also, Iñaki Mikeo was unveiled as the new director of the domestic women’s game.


European Sponsorships

  • ZiggoParis Saint-Germain announced a new two-year deal with Japanese men’s skincare brand Bulk Homme. The cosmetics firm will be able to use PSG’s brand and players as part of its promotional campaigns across Asia.


  • Ajax has renewed its contract with shirt sponsor Dutch pay-TV network Ziggo for two more years. The deal could be extended through 2024. Ziggo has been paying around €8 million a year, plus as much as €2 million in bonuses.


  • Gillette’s Barcelona sponsorship has come to an end. The Procter & Gamble-owned brand has ruled out prolonging their relationship. Turkish tire manufacturer Lassa also opted not to extend their deals beyond the 2018/19 season.

Read also in Portada: Women’s Sports and Brands: the Seismic Shift Expands

US Teams

  • Austin FC hired Excel Sports Management agency to boost their sponsorship sales efforts. Specifically, the team is looking for a stadium naming rights and jersey sponsor, ahead of its inaugural season in 2021. Excel will work alongside Austin FC’s existing partnership team and cooperate with Steve Lauletta.


  • North Carolina FCNorth Carolina FC is increasing its bid to join the MLS by unveiling plans for a US$1.9 billion stadium. Located in downtown Raleigh, the building will include a new 20,000-seater multi-use stadium and other entertainment offerings. “Having an urban stadium with great highway access and with entertainment options surrounding it will strengthen our bid,” said Malik, speaking to WRAL TechWire.


  • The United Soccer League (USL) is adding a new franchise in San Diego. The announcement comes after the city secured an agreement to enter into the Championship. The new San Diego club will enter into the league in 2021, or maybe even 2020. The club will initially play at the 6,000-seat Torero Stadium at the University of San Diego. The San Diego franchise is backed by Landon Donovan.


  • The Seattle Sounders FC and its partner Delta Air Lines teamed up on a new, three-part docuseries titled “Nonstop Scouting”. The show explores the intersection of travel, culture, and soccer and follows the travels of Chris Henderson, Sounders FC’s vice president of soccer and sporting director, in his search for the team’s next star player.

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Media: Women’s Game

  • Beats by Dre, Powerade, Wells Fargo, Fubo TV, and UK-based Screwfix are some of the brands partnering with Minute Media 90min coverage of the FIFA ScrewfixWomen’s World Cup. “The women’s game is changing and growing in stature attracting a lot of attention across the board. We are pleased to be working with some of the largest global consumer brands and biggest female football stars to elevate the coverage and share authentic perspective and insights into the game,” said Andres Cardenas, global head of football at Minute Media.


  • Univision Deportes announced the latest edition of “Balón de Oro” (Golden Ball), the annual awards show recognizing the top players in Liga BBVA MX, the most-watched soccer league in the U.S. The squads of Club América, Tigres, Cruz Azul, and Necaxa will attend the awards ceremony.


  • Telemundo Deportes’ presentation of USA/Spain on Monday drew a Total Audience Delivery of 740,000 viewers across Telemundo, NBCSN,, the Telemundo Deportes app, and the NBC Sports app. This has become the most-watched weekday FIFA Women’s World Cup match in Spanish-language television history.


A summary of the most exciting news in multicultural sports marketing. If you’re trying to keep up, consider this your one-stop shop.

  • Mexico’s channel TV Azteca and esports entertainment company Allied Esports are planning to create a 24-hour digital channel dedicated to esports and gaming. They are planning to build a competition arena and content studios. This major, new investment in the Mexican esports market is part of a larger deal. Black Ridge Acquisition Corp will acquire Allied Esports and TV Azteca will become a shareholder. “Continuing to expand our footprint around the world with like-minded leaders and innovators is imperative to our success. We are delighted to partner with TV Azteca as we enter Latin America with a smart, aggressive plan,” Frank Ng, co-CEO of Ourgame, stated.


  • UFCThe UFC is opening of a new production facility in Las Vegas, designed to host multiple sports, music, and esports events, as well as original UFC Fight Pass productions. The UFC Apex facility will open its doors on June 18th. It will host the premiere of ESPN’s third installment of Dana White’s Contender Series. “UFC Apex is going to be a massive game changer for combat sports and for UFC,” said Dana White, UFC’s president. “This facility gives us the flexibility to try new things and push the envelope on producing and distributing combat sports all over the world.


  • Master Card is planning several promotions around the MLB two-game set between the New York Yankees and Boston Red Sox at The London Stadium at Queen Elizabeth Park on June 29-30. The finances company is offering 30-minute advance access to the London Series Superstore and also early admission to the Hall of Fame suite. In addition, ahead of the second game, fans can take batting practice on the field.

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  • YouTube and the MLB presented the first three matchups for their newest live game streaming distribution partnership: The MLB Game of the Week Live on YouTube. The opening lineup includes Dodgers/Phillies on July 18, Indians/Blue Jays on July 23 and Tigers/Angels on July 29.


  • Minor League BaseballMinor League Baseball is launching a new content series together with TeamWorks Media, to expand the scope and reach of MiLB’s Copa de la Diversion program. MiLB and La Vida Baseball are producing two weekly dedicated shows of La Vida Baseball Live, the daily four-hour show produced and formatted for every major social media platform to tell the story of the teams involved.


  • Mexico’s Lucha Libre AAA wrestlers will be “Invading LA” at The Forum in Los Angeles on October 13 starting at 6p. “By adding the October 13th date, we can reach even more fans in the United States. We are excited to be bringing our world-renowned luchadores to the world-famous Forum in Los Angeles,” stated Dorian Roldán, Managing Director of Lucha Libre AAA Worldwide. “The theme for these events is Invading the U.S.A and our luchadores are ready to invade New York and LA.”

A summary of the most exciting news in soccer marketing. If you’re trying to keep up, consider this your one-stop shop.

  • DAZN secured Spanish media rights to all Copa América matches, for a reported US$1.69 million. Telefonica Movistar+ was the previous rights holder. Domestic rights to Copa America have gone to Brazilian free-to-air broadcaster Rede Globo, and pay-TV network SporTV.


  • The Home DepotThe MLS extended its partnership with the Home Depot until the end of the 2022 season. As part of the renewal, The Home Depot continues to be the exclusive home improvement retailer of the MLS and the Mexico national team and it will be a 2019 partner of Campeones Cup.


  • Univision Deportes presented its full roster of sponsors for its 2019 CONCACAF Gold Cup coverage. More than 20 brands from different categories will be part of Univision Deportes’ exclusive Spanish-language coverage. Some of the sponsoring brands are Sprint, Valvoline, Uber Eats, Jeep brand, and AT&T. AT&T, Modelo Especial, Victoria Beer, Corona, Mazda, State Farm, Toyota, Bud Light, Walmart, and Wells Fargo.
    “I’m thrilled to announce that we have surpassed all previous milestones with our Gold Cup inventory,” said Steve Mandala, President of Advertising Sales and Marketing, Univision. “The anticipation for this year’s tournament has been unlike any I can remember, and that excitement has extended to our valued partners who have lined up to be part of the summer’s premier soccer event. We look forward to delivering a best-in-class production and providing wall-to-wall, comprehensive coverage to the country’s most passionate soccer audience.”

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  • Grey Argentina, together with Telemundo, launched its promotional campaign for the Copa America Brazil 2019. Under the slogan, “The irresistible desire to watch the best in the world,” the campaign features soccer stars Claudio “El Emperador” Suárez and Rolando Fonseca, among others.


  • Uber Eats MéxicoUber Eats will become French Ligue 1’s new naming rights sponsor, starting during the 2020/21 campaign. According to French daily newspaper Le Figaro, Uber Eats will pay US$36.1 million over the course of the agreement. “This major agreement reflects the new dimension taken by Ligue 1,” said LFP chief executive Didier Quillot. “We are very proud to be able to count on the support of Uber Eats, a major global brand, to support the development of the French championship.


  • Uefa has launched its own free-to-air over-the-top (OTT) service: The platform will offer live match streaming from Uefa’s women’s, youth and futsal competitions to relevant markets, as well as on-demand content from the body’s various leagues and events, including the Champions League. It will also include a host of Bundesliga content as part of a new partnership with the German Football League (DFL).


  • Toyota USAToyota is launching a multifaceted campaign built around soccer and toughness, as part of its role as the official automotive sponsor of the Concacaf Gold Cup soccer tournament. “This campaign champions the relentless spirit of those unafraid to conquer even the toughest terrains, just like our Tacoma and Tundra trucks,” states Terry Sell, national truck manager, Toyota Motor North America. “From international to home field games, we’re looking forward to an exciting soccer season as we celebrate the determination and toughness of the game, its players and the fans.”


  • FC Barcelona extended its global partnership with digital entertainment company Konami through 2023. As part of the deal, Konami will launch a special Barcelona edition of the game Pro Evolution Soccer (PES) series at the club’s shop in its home stadium, the Camp Nou.

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  • 1.14 million viewers chose Telemundo Deportes’ to watch the opening weekend of the 2019 Copa America. This represents a 132% jump from the 2015 opening weekend. Colombia’s 2-0 win against Argentina on June 15 was Telemundo’s most-watched match of the weekend, notching a Total Audience Delivery average of 1.64 million viewers.


  • FIFA Women's World Cup France 2019Sunday’s FIFA Women’s World Cup game between US and Chile was FOX Sports’ most-watched match in the history of the Group Stage of the tournament in the US and most-watched English-language soccer telecast in the country since last year’s 2018 FIFA World Cup Russia final, according to Nielsen Media Research. An average of 5.4 million viewers across its television and streaming sources tuned in for the game.


  • Australia and Qatar will be featured during next year’s edition of the Copa America. The two nations, both of which are members of the Asian Football Confederation (AFC), will join the ten South American countries at the 2020 event, which is being co-hosted for the first time by Colombia and Argentina.

A summary of the most exciting news in multicultural sports marketing. If you’re trying to keep up, consider this your one-stop shop.

  • ESPN is closing its ESPN Deportes radio business in September as the company looks to shift resources into mobile and podcasts, according to the Minute MediaSports Business Daily. The division, which debuted in 2005, has 44 terrestrial affiliates in 15 states, as well as a SiriusXM channel. Staff layoffs are expected.


  • Minute Media has raised $40 million in its latest funding round. The publishing platform owns and operates five media brands powered by its proprietary technology platform: 90min, DBLTAP, and 12up, As well as Mental Floss and The Big Lead. Combined, Minute Media’s properties reach more than 140 million monthly and feature original content in 12 languages.
    “With the commercial momentum we’re experiencing as an organization, growing at 100% year-on-year, we’re purposely focusing investment on the deepening of our publisher product and tech offering — a part of our business that is rapidly expanding. Additionally, the new capital enables us to continue to be aggressive on the M&A front, constantly looking to acquire premium publishing brands across new content verticals and within new markets,” said Asaf Peled, Founder & CEO.

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  • DAZN locked Spanish media rights to all 26 matches from this year’s Copa América, for a reported US$1.69 million. Conmebol’s streaming rights were previously carried by Telefonica’s Movistar+ streaming platform.


    Canelo Alvarez
    Canelo Alvarez.

    Canelo Alvarez came fourth in the top 10 members of Forbes’ highest-paid athletes for 2019, with $94 million ($92 million in winnings. Forbes calculates earnings include prize money, salaries, and bonuses earned between June 1, 2018, and June 1, 2019, as well as endorsement estimates of sponsorships, appearance fees and licensing incomes for the same 12-month period. 


  • Combate Americas’ Cricket Wireless Presents Combate Americas: Tucson Unbreakable showcase reached more than 420,000 viewers, nearly 10% higher (421,000 vs. 390,000) than the previous event which was held in Lima.

What: The Confederation of North, Central American and Caribbean Association of Football (Concacaf) announced that supplier of branded lubricants and automotive services Valvoline will be a key sponsor of the 2019 Concacaf Gold Cup. We talked to Tim Ferrell, Valvoline Vice President, Brand Equity & Consumer Marketing, about why the brand decided to sponsor this specific soccer tournament.
Why it matters: This year’s Concacaf Gold Cup has grown significantly since the last edition, in 2017. This time we’ll see with more nations, more host countries, and more stadiums.

Click here to view in full size

Click here to view in full size

The Confederation of North, Central American and Caribbean Association of Football (Concacaf) is changing the rules for the 2019 Concacaf Gold Cup. With more participating nations (16 up from 12 in 2017), more host countries (three, including first-ever matches in Costa Rica and Jamaica), and more stadiums (17 up from 14 in 2017, eight of which are in contention to become a 2026 FIFA World Cup venue), the Gold Cup is aiming higher than ever.

More than 20 brands from across categories have signed on to be part of the international competition, which will feature the U.S. and Mexican men’s national teams and will be broadcast in Spanish exclusively on Univision Deportes. Valvoline, an American branded lubricants and automotive services supplier, is one of the brands that have signed a partnership to sponsor this edition of the confederation’s championship.

Within the U.S., 15 venues will host matches across 13 cities including Denver, Kansas City, Los Angeles, Minneapolis-St. Paul and New York. The knockout rounds will be played in Houston, Nashville, Philadelphia, and Phoenix, and the final will take place at the Soldier Field stadium in Chicago on July 7.

“We wanted to be a part of it”, Tim Ferrell, Valvoline Vice President, Brand Equity & Consumer Marketing, told Portada during an exclusive interview. 

Portada: Why was Concacaf the right fit for the sponsorship?
Tim Ferrell: “Soccer is the most watched sport in the world. The Gold Cup has more than 44 million viewers in the U.S. across the tournament and more than 75 million worldwide.  This is a very passionate fan base and there’s a crossover between this audience and the Valvoline consumer.  So we wanted to be a part of it – the excitement, the energy and have the opportunity to share our message with fans.”

The Gold Cup has more than 44 million viewers in the U.S. across the tournament.

Portada: Who is the key market you are looking to reach through the Concacaf Gold Cup?
TM: We want to reach both the general market and Hispanic consumers who are automotive DIYers.

Portada: How relevant is the Hispanic and multicultural market to Valvoline?
TM: “The Hispanic consumer is and always has been very important to Valvoline. We have a long history together embracing the DIY lifestyle”

ValvolinePortada: What actions will the sponsorship include?
TM: “We’re going to be a part of it all— stadium signage and announcements, digital display advertising, social media, on-site activation. We’re also amplifying our presence with broadcast television on national broadcasters Univision Deportes and Fox Sports.”

We’re going to be a part of it all.

Portada: Why did you specifically decide to present your sponsorship through the “High Mileage Stats of the Game” digital platform?
TM: “Valvoline created the first High Mileage motor oil. We created the category. We want consumers to know that. This was a fun way to make that message part of the matches themselves. Those guys cover a lot of ground. The vehicles with engines protected by Valvoline High Mileage oil do as well.

This was a fun way to make that message part of the matches themselves.

Portada: How will you measure the success of this partnership?
TM: “We look at a lot of things: how many DIYers we can reach, the fit between our brand and soccer fans, how well our presence is received by fans, increase in consideration and lift in sales.

Portada: In more general terms, how do you see soccer’s growth in the U.S.? Do you believe the sport will keep attracting more brands and sponsorships in the coming year? Why?
TM: The popularity of and interest in soccer is certainly on the rise in the U.S. We assume results in the continuing interest in brands considering a presence in soccer. For us, it’s more about finding the right fit with the right consumer. Many passionate soccer fans are also passionate DIYers.


A summary of the most exciting news in soccer marketing. If you’re trying to keep up, consider this your one-stop shop.

  • Visa and Canada’s TSN, host to the FIFA Women’s World Cup, locked a partnership through which the network will produce custom content airing throughout the tournament, as well as digital and social media executions featuring Canadian Women’s National Team captain and Team Visa athlete Christine Sinclair.


  • Bill FoleyBill Foley, owner of the National Hockey League’s (NHL) Vegas Golden Knights, confirmed interest in leading a bid to bring a Major League Soccer (MLS) expansion franchise to Las Vegas, to play at a renovated Cashman Field, home of the United Soccer League’s (USL) Las Vegas Lights. “I’m very interested in this and we are working on making it happen,” Foley told the Review-Journal. “I think soccer is the new football for many parents who don’t want their children playing [tackle football]. I think we could be just as successful with soccer as we have been with hockey. We have all the infrastructure in place to make it very successful.


  • FOX Sports broadcast all 52 2019 FIFA Women’s World Cup France matches in 4k. This is the first time 4K content to be offered in the FOX Sports App.

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  • Following the 2019 Women’s World Cup Fifa, Fifa confirmed its means to negotiate increased prize money for women’s national soccer teams. The news comes after the Professional Footballers Australia (PFA) called on Fifa to offer the same amount of prize money for teams at the Women’s World Cup as it does in the men’s tournament.


  • Orlando City SCMLS team Orlando City has signed a deal with timeshare and holiday rental company Exploria Resorts, to become the franchise’s first naming rights partner for their home stadium. The 25,500-seat seat arena, also home to the National Women’s Soccer League (NWSL) side the Orlando Pride, will now be called the Exploria Stadium and sees the company secure signage, banners, kiosks, and booths throughout the venue. Financial details of the partnership have not been disclosed.


  • FOX Sports’ FIFA Women’s World Cup Now will live stream on Twitter, co-hosted by Karina LeBlanc and Aaron West. The company said each match will have its own dedicated page, featuring multiple timelines for top commentary and the latest tweets, as well as live video from publishers covering every, shot, save, and goal.

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  • Women’s soccer fandom is mainly driven by Hispanics, with more than half (58%) describing themselves as fans of women’s soccer compared to 39% of non-Hispanics, shows a new “La Ola de la FIFA” study commissioned by NBCUniversal Telemundo Enterprises in a partnership with Horowitz Research. NBCUniversalstates that. 24% of Hispanics consider themselves as die-hard fans compared to just 6% of non-Hispanics. 51%of Hispanics and 35% of non-Hispanics (and 35%, feel that in the next five years, the FIFA Women’s World Cup will be equally as popular as the Men’s FIFA World Cup.


  • Grey Argentina partnered with Telemundo on a campaign centered around the slogan: “If they fought so hard to get here, watch what they’ll do to win the Cup,” in the context of the FIFA Women’s World Cup. “We are extremely proud of the work we did for the joint campaign we developed with Grey.  It has allowed us not only to promote the FIFA Women’s World Cup but also to show our audience the reality behind many of the players we see excel on the field,” stated Karen Barroeta, Senior Vice President for Marketing and Creativity at Telemundo Networks

A summary of the most exciting news in multicultural sports marketing. If you’re trying to keep up, consider this your one-stop shop.

  • Amazon Web ServicesAmazon Web Services has become NASCAR’s standard for cloud-based machine learning and artificial intelligence workloads. NASCAR will use the AWS technologies to build cloud-based services and automate processes, including a new video series on called ‘This Moment in NASCAR History’ powered by AWS.


  • As part of the organization’s diversity and inclusion initiative, Minor League Baseball announced the official launch of MiLB Pride, the largest documented Pride celebration in professional sports. Nearly 70 MiLB teams will host Pride Nights or events this season, including teams holding LGBTQ-themed nights, incorporating Pride into scheduled promotions, providing discounted tickets to LGBTQ organizations, and/or engaging with the LGBTQ community both in the ballpark and beyond.

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  • Chicago CubsMajor League Baseball announced that the St Louis Cardinals will host the Chicago Cubs in a rivalry matchup on June 13 and 14 2020 in London. “The Cardinals-Cubs rivalry is one of the best in sports, and it will be exciting to bring it to Europe for a new audience to experience,” said William DeWitt Jr, Cardinals chairman, and chief executive. “I have no doubt that the passionate sports fans in London will love these games and we look forward to creating some new Cardinals fans overseas.”


  • As part of Minor League Baseball’s Copa de la Diversión initiative, the Braves’ Triple-A affiliate will rebrand as Xolos de Gwinnett, and open the doors to the 200,000 Hispanic citizens of Gwinnett County, north of Atlanta. Close to 30% of Major League players are Latino, based on 2019 Opening Day rosters. “Sometimes in this country, we feel not wanted at all,” Luis Covarrubias, the owner of Super Mercado Jalisco, a grocery store chain, who was setting up a tent on the concourse at the stadium, told Forbes. “This helps.”

A summary of the most exciting news in soccer marketing. If you’re trying to keep up, consider this your one-stop shop.

  • VisaVisa 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.


  • Orlando City SCMLS 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.

A summary of the most exciting news in multicultural sports marketing. If you’re trying to keep up, consider this your one-stop shop.

  • The Chicago Cubs’ new TV network, Marquee Sports Network, will cost $4 a month to audiences, the Chicago Tribune reported. Scheduled to launch in February, the network will be the exclusive local TV home of Cubs games.


  • MastercardGrand Slam champion Naomi Osaka became a Mastercard ambassador, becoming the first professional tennis player to wear the Mastercard logo – on her visor – in competition. “As Asia’s first world number one player, she is an inspiration not just to her fans in Japan and the region, but to young girls and boys the world over. We see our relationship as an opportunity for us to enable her – as a consumer and our brand ambassador – to experience all the security and convenience of our payment products and services,” said Raja Rajamannar, chief marketing, and communications officer, Mastercard.


  • Major League Baseball is bringing its All-Star Game to Atlanta, cementing plans for a 2021 appearance at SunTrust Park. The game had previously been played at Atlanta Stadium in 1972 and at Turner Field in 2000.

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  • Facebook and Instagram announced fan engagements that will run throughout the NBA Finals, which include Facebook Stories contribution stickers, Fan stickers and Polling on Facebook, while Instagram will serve up Instagram Shopping, and an Instagram Story takeover, that will see the NBA partner with the official @Instagram account to help generate Instagram Stories content from Game 2 of the NBA Finals.


  • Combate AmericasCombate Americas announced that Cricket Wireless will continue to serve as the exclusive wireless sponsor of the organization. In addition to its presenting sponsorship at “Reinas” and upcoming events, Cricket and Combate have developed a 17-piece video series to give fans a closer look into fighters’ everyday lives.


  • Social Finance, a private lender that specializes in refinancing student loans, has reportedly acquired naming rights for the new US$5.2 billion stadium in Los Angeles that will be home to the National Football League’s (NFL) Rams and Chargers.

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+.