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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+.

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

  • Aurora Cannabis and UFC locked in an exclusive, multi-year, multi-million dollar, global partnership, designed to advance further clinical research on the relationship between 100% hemp derived Cannabidiol (CBD) products and athlete wellness and recovery. The research will be conducted at the UFC’s Performance Institute in Las Vegas, Nevada.

 

  • State FarmState Farm and League of Legends are extending their partnership through 2021. The deal includes North America’s League of Legends Championship Series; League’s three global events: League of Legends World Championship, Mid-Season Invitational, and All-Star Event; and the League of Legends College Championship presented by State Farm. Financial details for the agreement have not been made public.

 

  • A new partnership makes the Chinese social media platform Weibo serve as the “Official Social Media platform” of UFC throughout the country in a new strategic alliance. The platform will have access to UFC live event content including athlete and executive interviews, fight highlights, fight night results, athlete metrics, fight announcements, and content highlights from the soon-to-open UFC Performance Institute in Shanghai. According to a Washington Post poll, 38% of mixed martial arts fans are African-American, and 31% are Hispanics.

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A|X Armani Exchange will become the first fashion brand to enter esports, locking in a sponsor with the Italian team Mkers for the 2019-20 season. The team will serve as the global ambassador for the brand and wear a new official uniform at tournaments. “We are proud to be the first e-sports team chosen by a prestigious brand like Armani Exchange,” said Mkers CEO Paolo Cisario in the announcement. Hispanics are nearly twice as likely to buy and wear video game branded apparel, according to a 2014 Think Now Research study

FanDuelFuboTV and FanDuel announced a partnership that will make FanDuel Group the exclusive sportsbook, online casino, horse racing and DFS partner of the live TV streaming service. This is the first deal of its kind between a sports gaming company and a third-party OTT service, it also includes a media buy that will make FanDuel the exclusive advertiser on FuboTV in those categories.

Univision Deportes Network has ranked as the top Spanish-language sports channel among adults 18 to 49 in primetime, with the highest concentration of those viewers among 10 dedicated sports networks, irrespective of language. UDN was also the youngest network among this group, with a median age viewer of 43.

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.

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  • 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.’

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

  • NikeAccording to RepTrak, Nike has been named the brand with the best reputation in Mexico. Next in the ranking came Nintendo, Netflix, Google and Microsoft

 

  • 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.

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  • The NBA has been named the most popular sports league in China, according to Ampere Analysis. On second and third place came the English Premier The GEICO GeckoLeague and Uefa Champions League respectively.

 

  • GEICO has locked a partnership with the Professional Fighters League to become the “Official Insurance Partner of the PFL. “PFL partners with leaders and we are proud to align with another premium brand in GEICO as we continue to grow in just our second season,” said Peter Murray, CEO of the PFL.

 

  • The NFL is planning to host a regular season game in São Paulo, Brazil according to UOL. The game would be played in the Arena Corinthians, home to the top flight soccer side Corinthians.

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

  • La Liga has announced that its club revenues increased 20.6% during the 2017/18 season to reach a record US$5 billion. This represents the Spanish league’s best financial results in its history. La Liga’s gross operating profit reached US$1.1 billion while operating profit was US$364 million. La Liga attributed the double-digit revenue increase to a significant uptick in sponsorship revenue and revenue from player transfers.

 

  • adidasAdidas has extended its sponsorship with Real Madrid, to continue as the club’s official kit supplier until the end of the 2027/28 season. Financial details of the extension were not disclosed, but it has been previously reported Adidas would pay a guaranteed US$1.2 billion over the duration of the deal, making it the most lucrative kit deal in soccer history.

 

  • Telemundo Deportes released its complete game broadcast schedule for the Women’s World Cup, which includes all 52 matches airing live, including 21 matches on Telemundo. The broadcaster will be doubling the 2015 coverage, marking the most-ever Women’s World Cup matches on Spanish-language television.

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  • The United States Soccer Federation (USSF), has sealed a multi-year extension with its official ticketing partner Ticketmaster. As part of the extension, Ticketmaster will roll out its new identity-based ticketing platform, Presence, which is set to be installed in more than 500 venues by the end of 2019.

 

  • Copa America has signed a content deal with Facebook to produce behind-the-scenes content for all 12 teams this summer. The partnership will allow official tournament profiles on both Facebook and Instagram to produce content from training centers, hotels, and team transportation. “This agreement will enable the production of unique content that will bring all football fans behind the scenes of the world’s oldest national team tournament and some of the top stars in today’s football,” said Thiago Jannuzzi, competition general manager at Copa America.

 

  • LaLigaLa Liga is still exploring the possibility of having a game in the US, as part of its plans to grow internationally, said Keegan Pierce, the league’s UK and Ireland delegate. The Spanish soccer body signed an extensive 15-year deal with US entertainment company Relevent Sports back in August 2018 to roll out a number of initiatives in North America, including the potential to stage a regular season match in the region.

 

  • Univision Deportes has established a new broadcasting record during the broadcast of Champions League’s 4 semifinal games. 705,000 people tuned in to watch the games; this is the largest audience for a Champions semifinal game to date. This is the first time since 2013, that a Spanish broadcast of the semifinals exceeds the English ones.

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  • FOX Sports reports that Sunday’s US Women’s National Team friendly game against South Africa saw a 12% uptick over last year’s comparable match, generating 705,000 viewers. On the company’s digital platforms, the average minute audience was up 40%.

 

  • https://pbs.twimg.com/profile_images/686974751508697090/IlX_mDKP_400x400.jpgUS Club Soccer inked a partnership with DICK’S Sporting Goods to serve as the org’s Official Sporting Goods Partner. “We are thrilled to enter into this strategic partnership with US Club Soccer,” adds Mark Rooks, Vice President of Relationship Management & Community Marketing of DICK’S Sporting Goods. “We stand with US Club Soccer’s commitment to developing young athletes both on and off the field.”

 

  • MLS will become the first pro sports league to feature a dedicated channel as part of Pluto TV’s offering of linear, curated channels, courtesy of a new agreement with the channel set to showcase soccer content, classic matches and more. “Major League Soccer’s agreement with Pluto TV offers fans a new way to experience the game and interact with our high-quality content,” said MLS Senior VP of Media, Chris Schlosser.

 

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

  • NFLThe NFL started an initiative, as part of the NFL Academy in the UK, designed to use American football to create “life-changing educational and professional opportunities for young people.” The NFL Academy will begin operations in September 2019 and offer student athletes aged 16-18 the opportunity to combine education with life skills and intensive training in the sport under full-time professional coaches. The initiative will be supported by Nike and based at Barnet and Southgate College, in North London.

 

  • According to the NBA’s data, the League Pass has recorded a 400% consumer growth driven by the popularity of the league’s overseas players, including a 400 per cent spike in subscriptions to the over-the-top (OTT) service in Serbia. Denver Nuggets’ Serbian center Nikola Jokić has been instrumental to that huge increase in subscribers in his native country throughout the 2018/19 season.

 

  • Disney is considering the option to acquire streaming rights to the NFL Sunday Ticket, as part of plans to boost ESPN’s professional football portfolio. AT&T currently holds the streaming rights until 2022, though a clause in the contract indicates that the league does have an option to opt out of its exclusive agreement at the end of the 2019 regular season. Amazon is also thinking about entering the bidding.

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  • MLB presented its promotional plans for the London Series 2019, looking to highlight the growth of baseball & softball in the UK as the Red Sox face the Yankees on June 29 and 30. Activities include a baseball cultural festival, known as “London Yards,” that will include music, baseball virtual reality activations, Boston & New York cuisine, and, a live screening of the game.

 

  • Copa AméricaCopa America has signed a content deal with Facebook to produce behind-the-scenes content for all 12 teams this summer. The partnership will allow official tournament profiles on both Facebook and Instagram to produce content from training centers, hotels and team transportation. “This agreement will enable the production of unique content that will bring all football fans behind the scenes of the world’s oldest national team tournament and some of the top stars in today’s football,” said Thiago Jannuzzi, competition general manager at Copa America.

 

  • More than 500,000 viewers switched on Univision to watch Combate Americas’ “Cricket Wireless Presents Combate Americas: Reinas” event, the first all-women’s Mixed Martial Arts fight lineup, which was broadcast live on network television on April 26. Viewership among adults 18-49 shot up by a margin of 28% from the previous Combate Americas event.

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

  • Spanish Atlético de Madrid will face the best in MLS in the 2019 MLS All-Star Game presented by Target, played at Orlando City Stadium on July 31and televised domestically on FS1 and UniMás in the U.S., on TSN and TVA Sports in Canada, and in more than 170 countries around the world. “The atmosphere in Orlando will be intense and memorable when Atlético de Madrid takes on the MLS All-Stars,” said MLS Commissioner Don Garber.  “Atlético de Madrid joins the list of the many prominent clubs in global soccer to play in our midseason showcase, and we know the passionate supporters that make up The Wall and the rest of Orlando City Stadium will provide a distinctive home-field advantage for the MLS All-Stars.”

 

  • VisaVisa presented its global marketing campaign for the FIFA Women’s World Cup France 2019. The campaign is titled “One Moment Can Change the Game” and designed to amplify “the meaningful moments women are creating on and off the pitch, whether it be inspiring athletic greatness on the field, influencing business outcomes in the boardroom or driving economic impact at home and across industries.”

 

  • England’s women’s national soccer team locked deals in the past few months with sports drink giant Lucozade, beer brand Budweiser and health and beauty retailer Boots UK, and Lewis. England’s Lionesses got more interest from publishers and brands for this summer’s Fifa Women’s World Cup than the men’s team received for the male equivalent in Russia, according to Georgina Lewis, head of marketing at the Football Association (FA).

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  • HBO got hold of the exclusive US television and streaming rights to the feature-length film Diego Maradona. Drawing on more than 500 hours of never-before-seen footage from the Argentine icon’s personal archives, the documentary debuts Sept. 24 at 8p. Asif Kapadia will be executive producer and director.

 

  • Univision DeportesUnivision Deportes announced a rebrand, evolving its multi-platform sports brand and cable network into ‘TUDN’. Under the TUDN brand, “Univision will continue to deliver more live soccer than any other U.S. media company while offering a richer and more engaging experience through new world-class programming, all-star talent and enhanced production capabilities,” according to the announcement, debuting this summer and debuting in Mexico simultaneously as part of a collaboration between the sports divisions of Univision and Grupo Televisa.

 

  • beIN SPORTS USA and HC2 Network announced a partnership with Azteca America, to represent media sales under one unified force in the United States. This marks a television network milestone as Azteca America leads media sales for beIN’s English and Spanish-language TV channels to cover advertisers and clients under one umbrella on an exclusive basis – including beIN SPORTS, beIN SPORTS en Español, and beIN SPORTS CONNECT, the live streaming platform.

 

  • Allstate has recognized 100 of the top high school soccer players in the country for their on-field achievements, naming them as 2019 Allstate All-Americans. These players will join the 150 standout teens previously named to the list after the fall soccer season. These final 100 players will complete the full list of 250 players representative of every state in the country.

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  • Ramón Loarte, Sevilla’s chief marketing officer explained the Spanish league was late to recognize the value of marketing to an international audience but is now focusing on growing its audience around the world. “Honestly, I think we all have been very lazy understanding that the Spanish league is worldwide,” Loarte said Tuesday, comparing La Liga with England’s Premier League.

 

  • AXAEnglish soccer team Liverpool and AXA have extended their partnership, which makes AXA the team’s official training kit partner from the 2019/20 season. The Premier League club initially struck a four-year deal with AXA in 2018 which saw the insurance firm become a global partner, with the expanded contract covering three years until the end of the 2021/22 season, according to the Liverpool Echo.

 

  • Patrick Lowe has become La Liga’s new North American head of sales. Lowe will lead on all commercial efforts in the US and Canada across a variety of properties, including digital and social content, experiential and events, and sporting development projects. Before this announcement, Lowe worked at La Liga’s headquarters in Madrid as the global partnerships sales manager.

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

  • YouTubeYouTube and Major League Baseball have locked their first-ever exclusive live game distribution partnership that will see MLB games stream on YouTube and YouTubeTV during the second half of the 2019 MLB Regular Season. The deal includes exclusive distribution rights in the US, Canada, and Puerto Rico, running on MLB’s official YouTube channel and via a forthcoming channel on YouTube TV.

 

  • According to Bloomberg, the Professional Fighters League raised $30 million from a group of investors. Series C funding will look to enhance its data and analytics as it expands its global audience and secures more fighters. The PFL opens its season May 9.

 

  • FOX Sports will serve as the new exclusive television home of the Triple-A Baseball National Championship Game Presented by Ephesus Sports Lighting. This year’s contest takes place on Sept. 17 at 8p. George Grande and Jim Kaat will call the game.

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  • Combate AmericasCombate Americas is coming back to Tucson on June 7. The fight will be carried live on television in Spanish in the U.S. on both Univision and UDN (12a) and in English in the U.S. and Canada on DAZ (10p). “Combate Americas: Tucson Unbreakable” will be headlined by the return of former world champion Jose “Pochito” Alday (12-4-1), who will square off with fellow Combat Americas veteran and prolific striker Irwin “The Beast” Rivera (7-4).

 

  • USA Basketball and Red Bull North America have signed a new partnership to build “an elite pathway for men’s and women’s players who have a goal of competing at the highest levels of 3×3 basketball.” As part of the deal, Red Bull will host more than 20 qualifying tournaments across the country under the newly-created Red Bull 3X series to identify the eight athletes who could potentially represent USA Basketball at the 2020 Olympics.

 

  • The MLB locked extended its multi-year rights agreements with UK broadcasters BT Sport through 2021, to show regular season and postseason games. Meanwhile the BBC has acquired the rights to stream the London Series across all its digital platforms.

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

  • FIFA.com en españolKarina LeBlanc and Aaron West will co-host FOX Sports’ “FIFA Women’s World Cup Now” live on Twitter every matchday, from its Paris studio. From June 7-July 7, FOX Sports will produce and stream the show on Twitter via the @FOXSports and @FOXSocceraccounts. “We want FIFA WOMEN’S WORLD CUP NOW to be bold, dynamic and interactive,” said David Katz, Executive Vice President of Digital for FOX Sports. “Karina and Aaron are the perfect ambassadors to engage, inform and inspire the millions of fans who will tune in to this global celebration of soccer.”

 

  • Saudi Arabia has been put on the US government’s Priority Watch List amid ongoing pressure from several national sports bodies and international broadcasters to bring down the pirate broadcaster BeoutQ. Two reports have been released by the Office of the United States Trade Representative (USTR), condemning the Saudi-based piracy operation, and call out the country for its failure to protect intellectual property (IP).

 

  • The United Premier Soccer League (UPSL) announced a sponsorship deal with safety technology company Reovo Hg, to provide a safe playing environment for every UPSL player. As part of the sponsorship, every UPSL team will have access to Reovo’s product line and reduced pricing, and UPSL members can go to reovohg.com/upsl to access a special league-only offer.

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  • Huawei TechnologiesDAZN signed a three-year partnership with Huawei to distribute part of its Spanish sports rights via the tech company’s mobile platforms. The agreement includes coverage of the Premier League among other sports. Subscriptions to the service cost €4.99 (US$5.60) per month.

 

  • Twitter has expanded its content deals with the Major League Soccer (MLS) as part of a new line-up of video programming. The agreement will see North America’s premier soccer league continue to provide the platform with live and on-demand content each week, including every goal of the season, until 2022. The move also means select live matches in English will continue to be broadcast on Twitter via the official MLS and Univision Deportes handles. “Our collaboration with Twitter has proven to be a highly effective vehicle to connecting with fans in innovative ways and bringing our teams and world-class athletes to new audiences,” said Chris Schlosser, senior vice president of media at MLS.

 

  • Heineken launched a new video campaign, ahead of this week’s UEFA Champions League first Semi-Finals match – Tottenham vs. Ajax – featuring Andrea Pirlo pulling off the ultimate “Unmissable Moment,” by surprising local ZogSports athletes ahead of their rec soccer match. Pirlo warmed up with them, put their goalies to the test, and surprised them yet again with the UCL Trophy that’s on the line in Madrid this year. With the Champions League finals just a month away, Heineken and Pirlo teamed up to bring the trophy on a tour of NYC this week, as the futbol hype in America continues to grow.

  • TNT Sports LANielsen has reported that year one of the UEFA Champions League on TNT is averaging its most viewed domestic English language coverage ever, with 246k viewers tuning in each week. TNT garnered a 31% gain in viewership only for this month’s live match Quarterfinals telecasts vs. last year’s comparable coverage. Meanwhile, UEFA Champions League content on Bleacher Report and B/R Football’s social media accounts have combined to deliver more than 100 million Engagements and 260 million Video Views through the Quarterfinals, greater than any other domestic rightsholder.

 

  • Valvoline Inc. is the latest brand to sign on as a partner of the 2019 Concacaf Gold Cup soccer championship. Valvoline will serve as an official marketing partner of the 2019 Concacaf Gold Cup and underwrite the “High Mileage Stats of the Game Presented by Valvoline” digital platform, which will deliver unique statistics and infographics to fans throughout the tournament. “Valvoline shares our passion for the game and vision to provide an innovative and premium quality experience to fans as they interact and consume the best football in the region,” said Concacaf General Secretary Philippe Moggio.

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

  • Matchroom BoxingSky Sports and Matchroom Boxing locked a deal with the World Boxing Super Series to exclusively broadcast the three Semi-Final doubleheaders throughout the UK starting April 27. “The WBSS is delighted to be working with Sky Sports and Matchroom Boxing to bring our sensational semi-finals to as many UK fans as possible,” said Kalle Sauerland, Chief Boxing Officer of Comosa, the organizer of World Boxing Super Series.

 

  • Starting next season, NBA clubs will be allowed to sell international sponsorship rights (outside the US and Canada), according to the Sports Business Journal (SBJ). The agreement will start with a three-year test of the International Marketing Program. This could permanently end the league’s control of all international sponsorship deals. But, the new model states that sponsors can only use non-game content.

 

  • DAZN partnered with LeBron James’ production company Uninterrupted, to produce and air a new boxing-focused documentary series. With the name “40 Days”, the first edition will center on Mexican boxer and DAZN contractor, Canelo Alvarez. The series will follow Alvarez and American boxer Daniel Jacobs, during their preparation for their highly-anticipated middleweight title fight at Madison Square Gardens on 4th May.

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  • ESPN Deportes unveiled a new marketing campaign for its coverage of the Lima 2019 XVIII Pan American Games, featuring Peruvian Latin Grammy recording artist Gian Marco performing “El Triunfo es mi destino.” The spot has been running across ESPN Deportes’ platforms since last week. Various editions of the creative will be distributed across ESPN Deportes’ linear, digital and social channels in the US and Latin America.

 

  • LeBron JamesThe NBA and the National Basketball Players Association announced that LeBron James and the Los Angeles Lakers secured the top spots on the NBA’s Most Popular Jersey and Team Merchandise lists. The Golden State Warriors’ Stephen Curry ranked No. 2 on the player list followed by the Milwaukee Bucks’ Giannis Antetokounmpo (No. 3).

 

  • Last week’s 2019 NFL Draft became the highest-rated and most-watched Draft ever. Overall NFL Draft telecasts combined to reach over 47.5 million viewers over the three-day event, up 5% over 2018 with NFL Network, ABC, ESPN, ESPN2, and ESPN Deportes in addition to NFL and ESPN digital and social properties all carrying the content.

 

  • The Overwatch League locked a deal with AB InBev, making Bud Light the official beer of Overwatch League. The brand will now activate at fan watch parties around the world (excluding China) and will include sponsorship of fan activations when the league hits the road, including last weekend’s events in Dallas, along with Atlanta Bud Light Homestand Weekends and the LA Rivalry Weekend.

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

  • Major League SoccerThe MLS has announced it will expand to 30 teams, up from the previously announced line of 28 clubs. “Professional soccer at all levels is thriving in the United States and Canada and we believe there are many markets that could support a successful MLS club,” MLS Commissioner Don Garber said in a league statement. “Expansion during the last 15 years has been enormously successful and a key driver behind the league’s continued rise, and we are pleased that some of the top business and community leaders representing great markets in North America are aggressively pursuing MLS expansion clubs.”

 

  • CBC Sports and MEDIAPRO Canada unlocked a partnership that will see live coverage of 20 games throughout the 2019 season of the new Canadian Premier League on CBC Sports platforms. CBC will broadcast exclusively 10 Canadian Premier League games, with an additional 10 games available via free live streaming coverage.

 

  • US Soccer and Major League Soccer signed a three-year partnership with meditation and mindfulness app Headspace. The app will annually provide thousands of app subscriptions to all U.S. Soccer and MLS athletes, coaches, and league and club staff to strengthen their mindfulness and meditation skills. As part of the deal, Headspace will conduct in-person introductory training sessions during U.S. Men’s and Women’s National Team training camps and at various MLS events.

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  • TwitchThe MLS has locked a deal with Twitch to live stream its 2019 Generation Adidas Cup academy tournament. Twitch will live stream 66 matches from the Generation Adidas Cup, an annual soccer tournament played between academies from the MLS and international academies, held at Toyota Stadium, in Texas, this week.

 

  • Titulares y Más, Telemundo Deportes’ Spanish-language sports and entertainment studio show, is expanding to a one-hour special edition throughout the FIFA Women’s World Cup France and Copa América Brazil, starting June 7. Running Monday-Friday at 11:35 pm and Saturdays and Sundays at 11 pm, the show will offer daily recaps and previews of both tournaments.

 

  • English Liverpool Football Club will play in a trio of venues in the USA as part of their 2019/20 pre-season preparations this July. Fenway Park in Boston, Yankee Stadium in New York City and Notre Dame Stadium in South Bend at the University of Notre Dame will see the club play. In addition, while in the USA, the club will also participate in key local community projects in each city.

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

  • Titulares Y MásTitulares y Más, Telemundo Deportes’ Spanish-language sports and entertainment studio show, is expanding to a one-hour special edition throughout the FIFA Women’s World Cup France and Copa América Brazil, starting June 7. Running Monday-Friday at 11:35pm and Saturdays and Sundays at 11pm, the show will offer daily recaps and previews of both tournaments.

 

  • According to NBC News, Amazon or Disney could be getting the NFL’s out-of-market streaming rights, which are now with DIRECTV. The new chosen streaming platform would provide fans access to the full slate of NFL games not already being broadcast in their market. By the end of the 2019 season, the NFL has the option to end its exclusive deal for Sunday Ticket with AT&T. Meanwhile, AT&T announced last week that it was dropping the NFL Network from DirecTV Now and U-verse.

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  • Chipotle has announced a partnership with ESL and DreamHack to launch the Chipotle Challenger Series, described as “a unique onsite amateur esports competition that gives attendees at DreamHack Dallas and DreamHack Atlanta the opportunity to compete in the world’s most popular game titles for prizes.” The deal will see Chipotle serve as an official partner of DreamHack Masters Dallas as well as the presenting partner of DreamHack Open Atlanta with an additional presence at of ESL’s Intel Extreme Masters (IEM) Chicago. Activations will also include player and VIP hospitality programs and digital content surrounding the events.

What: We talked to Adam Satz, USL’s Senior Director of Digital Services, on the soccer league’s recent partnership with Opta as Official Data Partner of USL League One.
Why it matters: Opta has major global data partnerships within soccer, including the Premier League, LaLiga, Major League Soccer, U.S. Soccer, and the Eredivisie.

 

Adam Satz, USL Senior Director of Digital Services.

In late March, the United Soccer League (USL) and Opta announced the expansion of a partnership which saw the digital sports content company become the Official Data Partner of USL League One. As part of the deal, Opta will continue to provide teams, fans, and media with the same detailed, deep, consistent data as has been recorded for the USL Championship since the start of the 2017 season.

 

Through the USL League, One website fans are now able to obtain detailed data on each game such as live statistical updates, game-activity mapping, and player heat maps. USL League One teams are also able to integrate Opta’s data into their own websites and content to enhance fans’ experience.

Adam Satz, USL Senior Director of Digital Services, detailed for Portada how the league will be using this partnership to connect better with fans and reach out to new ones. Satz also explained why having the data is important to the league’s growth and development.

Portada: Why is data key to creating sports content? 

Adam Satz: “The modern sports fan has grown accustomed to having advanced analytics at their fingertips. Metrics once confined to the boardroom are now the norm.”

The modern sports fan has grown accustomed to having advanced analytics at their fingertips.

“However, stats bring with them an inherent challenge: numbers by themselves can be confusing or boring. So it’s important for us to utilize the wealth of information that is available to us, incorporating data organically into the right stories or creating angles to tell a more compelling, complete story of what it is occurring.”

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Portada: How relevant is this data for marketing purposes?                  

AS: “The level of insight we are able to provide is an extremely powerful tool in helping to illuminate the level of play across our professional leagues. By pairing this data with interactive content, we are able to develop new streams that expand our audience while developing targeted partnership opportunities with engaging activations.”

The level of insight we are able to provide is an extremely powerful tool.

Portada: How can data help you connect with fans?

AS: “We’ve taken a very transparent approach to make a significant amount of data publicly accessible in order to satisfy the appetite of the soccer consumer. Our fan base is filled with passionate, knowledgeable supporters with a rich understanding of the game, so it’s exciting to be able to peel back the curtain and provide a deeper look into what’s happening between the lines.”

Portada: What data generated is the most wanted?

AS: “We’re able to identify trends and apply qualitative judgments regarding the level of play across the league in a way that was not previously possible. In terms of public consumption of the information, we’ve seen heightened interest in the use of distribution statistics, perhaps due to the fact that such metrics are a clear representation of our progression beyond a traditional scoresheet/match report.”

We’ve seen heightened interest in the use of distributed statistics.

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

  • LaLigaAccording to Brand Finance, La Liga is Spain’s eighth biggest brand. Using its brand strength score metric, a figure based on calculations regarding emotional connection, financial performance and sustainability, Brand Finance gave La Liga a score of 80.7 out of 100.

 

  • The US National Women’s Soccer League (NWSL) has locked a deal with Yahoo Sports to stream all its upcoming matches. The agreement will enable viewers based in the US to access every game from the 2019 NWSL season. Games will still be available on NWSLsoccer.com and on the NWSL app to fans outside the US.

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  • https://pbs.twimg.com/profile_images/1008675609411837952/kARoawLj_400x400.jpgPUMA has become LaLiga’s newest partner, after signing a multi-year partnership. Starting with the 2019/20 season, PUMA will produce the official match ball and other products for all games in Spain’s top-flight leagues: LaLiga Santander and LaLiga 1|2|3.

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

  • WNBAThe Women’s National Basketball Association (WNBA) has locked a multi-year partnership with AT&T, as the first non-apparel partner of the league to have its logo featured on the team’s jersey. AT&T will also be the title sponsor of the annual WNBA All-Star Game, gaining on-court logo placement, signage, and unique activation opportunities.

 

  • Combate Americas will have an MMA event at Stockton Arena on May 10, carried on television in Spanish in the U.S. on both Univision and UDN at midnight, as well as in English in the US and Canada on DAZN at 10p. Women’s flyweight Zoila “The Warrior Princess” Frausto will fight an opponent to be announced soon. “We are bringing Combate Americas’ style of Mucha Más Acción to the city of Stockton for the first time ever with some of our sport’s worst men and women, beginning with Zoila Frausto, who exemplifies the essence of a world-class fighter and proud Latina,” said Combate Americas CEO Campbell McLaren.

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  • Rugby Football LeagueEnglish Rugby Football League (RFL) is expanding in North America with teams from New York and Ottawa entering the league structure in 2020. Representatives from New York and Ottawa presented their proposals at a meeting of RFL clubs on 11th April.

 

  • Chipotle announced a partnership with ESL and DreamHack to launch the Chipotle Challenger Series, “a unique onsite amateur esports competition that gives attendees at DreamHack Dallas and DreamHack Atlanta the opportunity to compete in the world’s most popular game titles for prizes.” The deal also sees Chipotle serve as an official partner of DreamHack Masters Dallas as well as as the presenting partner of DreamHack Open Atlanta with an additional presence at of ESL’s Intel Extreme Masters (IEM) Chicago. Activations will also include player and VIP hospitality programs and digital content surrounding the events.

 

  • The NBA, the International Basketball Federation, and the Latvian Basketball Association announced that the 18th edition of Basketball Without Borders Europe will be held June 9-12 at Elektrum Olympic Center in Riga, Latvia, marking the first time that the NBA and FIBA’s global basketball development and community outreach program will be held in Latvia. NIKE, a global partner of BWB since 2002, will outfit the campers and coaches with NIKE apparel and footwear.

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

Premier LeagueDAZN got the exclusive rights in Canada to all Premier League matches for the next three seasons, starting in August 2019. The exclusive contract will include the Uefa Champions League, Europa League, Serie A, La Liga and Ligue 1. “European soccer fandom in Canada is more fervent than ever, and we are proud to be at the epicenter of this trend,” said Joseph Markowski, DAZN’s executive vice president, North America.

Amateur Hispanic soccer program Alianza de Futbol announced a four-year partnership with Univision Deportes. Univision Deportes will serve as Alianza’s official Spanish-language media partner, strengthening the media company’s position as the Home of Soccer in the U.S. Univision Deportes will have exclusive access to cover the 2019 Alianza de Futbol tour in ten cities across the country and will showcase Alianza content across the Univision Deportes portfolio beginning with the organization’s May 25 event in Atlanta.

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FacebookFacebook and Fox Sports have announced a one-year content-sharing partnership in South America to broadcast this season’s Copa Libertadores. Starting this week, 46 games will be available for free on Facebook Watch, while Fox Sports will gain access to all fixtures that were due to be shown exclusively on Facebook on Thursdays. Live games on Facebook will also now be available on the Conmebol Libertadores page every Tuesday through Thursday. The partnership covers Argentina, Bolivia, Chile, Colombia, Ecuador, Paraguay, Peru, Uruguay, and Venezuela.

The National Women’s Soccer League signed a deal with Yahoo Sports to stream the 2019 regular season live exclusively on the Yahoo Sports app for digital distribution in the US. The 2019 NWSL regular season will kick off Saturday, as the reigning NWSL champions the North Carolina Courage square off against the Chicago Red Stars.

Univision Deportes will live broadcast the unveiling of the 2019 CONCACAF Gold Cup groups and full schedule. The show will be hosted by Univision Deportes’ Adriana Monsalve and Fox Sports’ John Strong.

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

  • Beijing, China, has become home to the NBA’s largest official store outside of North America. In alliance with Nike and Topsports, a leading Chinese sports retailer, the new 1,145 square meter store is will provide Chinese fans with authentic NBA apparel from partners such as Nike, Jordan Brand, as well heritage merchandise from Mitchell & Ness. “Our largest NBA Store outside North America underscores the NBA’s long-standing commitment to serving our fans in China,” said NBA China chief executive, Derek Chang.

 

  • Minor League BaseballMinor League Baseball, together with Brand Activation Maximizer, launched the “Grilling All-Stars” national retail program, the largest in its history. The program will encompass five national brands and will be activated at select retailers in more than 100 MiLB markets and over 13,000 locations across the country. Brands include BUSH’S Beans, Scott Bath Tissue, Scott Paper Towels, Ball Park Buns and The ORIGINAL Louisiana Brand Hot Sauce.

 

  • MLB FoodFest Presented by Budweiser is returning to the MLB. After having a sold out within 48 hours during its debut in New York in 2018, MLB has expanded FoodFest to three locations across the globe in 2019: Los Angeles, New York, and London. The new edition of MLB FoodFest hits downtown LA from April 26-28 at Magic Box. New York and London will host the much-anticipated event in the second half of the season.

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  • As part of a rights deal with Russian telecommunications company Rostelecom, the UFC has launched UFC TV. Its first-ever dedicated linear channel will be broadcast 24 hours a day across all Russian regions as well as the Commonwealth of Independent States (CIS). UFC TV will also offer hundreds of hours of original programming, including archived content, interviews, and event reviews.

 

  • Combate AmericasCombate Americas is prepping its next live television event, ‘Combate de Reinas’, at Galen Center in LA on April 26, with a new equity infusion of $20 million. This will represent “the first time in history that a combat sports event will feature an all-women’s lineup on broadcast television.” Investors included actress Kate Del Castillo, along with Joe Plumeri, Ambassador Cliff Sobel and Irving Place Capital CEO John Howard. Del Castillo will now chair the advisory board, continue the company’s commitment to female empowerment and take on an active leadership role in growing the global MMA sports entertainment brand.

 

  • DAZN launched its biggest marketing campaign presenting the Canelo Alvarez/Daniel Jacobs boxing match set for May 4 in Las Vegas. The full campaign features a 30-second, 15-second and six-second video spots that will run on linear and digital outlets.

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

  • Minnesota United FCMinnesota United have signed a multi-year sponsorship deal with PepsiCo, making Pepsi the official soft drink partner of the team. The new deal makes PepsiCo the exclusive beverage provider at the club’s new Allianz Field. “We are excited to be partnering with such an iconic brand like Pepsi as we enter a new stage in Minnesota United history,” stated Minnesota United chief executive, Chris Wright. “This partnership is an important foundation to the exceptional food and beverage experience we are striving to create for all guests of Allianz Field.”

 

  • The Seattle Sounders have extended their relationship with healthcare provider CHI Franciscan to make it their official training jersey partner through 2020. “CHI Franciscan is excited to further our partnership with Seattle Sounders and together engage thousands of fans about the importance of living an active and healthy lifestyle,” stated Ketul J Patel, chief executive of CHI Franciscan. “The Sounders are role models in our communities and have been exceptional partners in health.”

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  • Victor MontaglianiVictor Montagliani will continue working as president of Concacaf during four more years, until 2023. “Football has become our total priority and that’s thanks to our togetherness as one Concacaf,” said Montagliani. “Thank you for your support to serve as president for the next four years.”

 

  • US nutritional foods manufacturer Luna Bar has donated US$718,750 to the US women’s national soccer team (USWNT) to compensate for the pay-gap between the country’s male and female professional players. “It’s ironic that one of the most popular sports in the world is still experiencing pay inequalities between women and men,” said Kit Crawford, co-chief executive of Luna Bar’s parent company, Clif Bar.

What: We talked to Belen Pamukoff, Tecate Brand Director, on introducing Tecate Titanium to the U.S. market, offering the first Mexican high-strength beer available in the country. We also talked about the importance of Tecate’s soccer sponsorships.
Why it matters: The Tecate group discovered that high-strength beer is consumed most by Mexican-American Millennials, which represents a huge opportunity to introduce Tecate Titanium in the country, mainly in the Sun Belt states.

 

In early March, Tecate announced it is introducing Tecate Titanium to the U.S. market, making the brand the first Mexican import to offer a high-ABV (7.5% Alcohol by Volume) beer. Available in 24-ounce, single-serving cans, the beer has started to appear in convenience stores throughout the country including in New York and the Sun Belt states.

Titanium,” the brand says in a press release, “will capitalize on the increased popularity of Mexican Imports, and the growing demand for high-strength beers.”

We talked to Belen Pamukoff, Tecate Brand Director, on why the brand decided to introduce the high-strength beer now, who they hope to target and how they are planning on growing the brand through marketing.

Portada: Why did you decide to launch Tecate Titanium in the US now?

BP: The high-alcohol beer category is growing in the US, specifically in the convenience channel. We saw an opportunity because within the Mexican beer category there are no high-alcohol beer brands.

We did more research to see who is the target consumer and who buys high-ABV beer. What we have found is that Hispanics and bicultural Millennial consumers are driving the category. And within the category, there was no Mexican beer option. So it was a perfect opportunity.”

What we have found is that Hispanics and bicultural Millennial consumers are driving the category.

Portada: How will you reach this consumer?

BP:The consumers are specifically Mexican bicultural Millennials. They are second- and third-generation Americans with Mexican heritage. We are concentrating the launch of Tecate Titanium in the Sunbelt area (California, Texas, New Mexico, Arizona, Nevada) and we also are bringing it to New York. We are focusing on the sunbelt area because it has a high Hispanic population.

Right now we are distributing specifically to convenience stores, and by the end of April, we’re going to start with our media efforts. We want to work on the distribution first. We want to have Titanium in at least half of the stores before we start generating awareness through media.”

We want to have Titanium in at least half of the stores before we start generating awareness through the media.

Portada: What marketing platforms will you use in your marketing strategy?

BP: We are going to use out-of-home, mainly in-store, so people can taste the product. Then we’ll also use radio and, of course, social media.

We are going to use Instagram and Facebook because both platforms allow us to target very locally. They allow us to have a very customized message in each market. Content will be very simple because our goal is only to generate awareness. We won’t create a whole advertising campaign, we just want to inform people that we have launched a new product and where you can get it.”

We won’t create a whole advertising campaign. We just want to inform people that we have launched a new product.

Belen Pamukoff will take the stage tomorrow at the Portada New York Data & Content Marketing Forum to discuss How Data & Content Continue to Fuel the Evolving World of Advertising. Don’t miss her and fellow panelists LaToya Christian (Managing Partner Marketing Strategy and Analytics, GroupM) and Robin Garfield (SVP, Research & Scheduling, CNN), get tickets.

Portada: How will you expand the brand beyond the Hispanic and bicultural market in the US?

BP: During the next two years we’ll only be concentrating on the Hispanic Mexican-American consumer. All the communication we have is very targeted but we’re still not alienating the general market. We don’t want to spread out our investment trying to reach two markets. Once we have reached our objective, we might expand to the general market after two or three years.

We don’t want to spread out our investment trying to reach two markets.

Portada: Which challenges are you prepared to face?

BP: The challenge will be when a new competitor comes, maybe in a month or maybe in a year, with more investment. We have the support of our Tecate franchise, so we are ready to fight that challenge when it comes.

Switching to Soccer

Portada: How relevant is soccer marketing for the Tecate brand in the U.S.?

BP: Soccer is a passion point among Mexican-Americans in the U.S., as it is a passion point for Mexicans in Mexico. We use our local Mexican sponsorships to market in the U.S., in grocery stores and convenience stores.

We use our local Mexican sponsorships to market in the U.S.

Portada: How do your soccer sponsorships of Mexican teams and leagues help you reach a bigger market in the U.S.?

BP: We are sponsoring Tigres, Rayados, and Chivas so these teams come to the U.S. for friendly games in L.A., San Diego, Chicago, Dallas… When they come to the U.S., we amplify our outreach during the days around the games.

Portada: How do you leverage these local sponsorships in the U.S.?

BP: We usually tie that to a retail program. In addition to that, during the summer, we have a program focused on local games (played in Mexico or elsewhere outside the U.S.) which you can watch on TV, so each week we develop our program so you can win soccer merchandising on the weekends in exchange for your participation.

Also, we are creating a whole retail program to interact with our consumer through which they can win merchandising. We leverage the games in the US because our target consumer is very engaged with them.

Also, we have a TV buy. Every week during the game you will see a Tecate commercial.

We leverage the game in the U.S. because our target consumer is very engaged with the game.

Portada: How do you measure ROI or fan engagement in experiential marketing platforms?

BP: We look at the volume (sold), and not the number of impressions or engagements. We measure how we drive volume as a whole.

Portada: Is there any interest in sponsoring a local U.S. soccer team?

BP: Not at the moment. We want to focus on Mexican soccer.

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

  • Comcast Spectacor is planning to build a US$50 million esports arena to house its Philadelphia Fusion Overwatch League franchise. Planned to start the construction during this Summer, the new Fusion Arena would become the largest purpose-built esports facility in North America, seating up to 3,500 people. “We’re thrilled to introduce a venue like no other as we move forward with the next phase of development within the Philadelphia Sports Complex,” said Dave Scott, Comcast Spectacor chief executive.

 

  • New Era CapNew Era Cap Co, the official on-field cap of Major League Baseball, launched the next chapter in its cross-cultural multi-platform campaign: “We Reign as One.” The campaign unveiled New Era’s 2019 MLB Ambassador roster, including Los Angeles Dodgers third baseman Justin Turner; New York Yankees shortstop Didi Gregorius; Milwaukee Brewers outfielder Christian Yelich; Cleveland Indians shortstop Francisco Lindor; Atlanta Braves outfielder and 2018 National League Rookie of the Year Ronald Acuna Jr., and rapper, Jay Rock.

 

  • Nielsen presented its newest MLB fan research. According to their data, the average MLB team fan base is more than 2.5 million people, with St. Louis, Kansas City, Cleveland, Houston and Pittsburgh having the highest percentages of fans in their local market populations. Mexico and Japan are the main countries where MLB is gaining new fans (outside the U.S.).

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  • VerizonVerizon signed a two-year deal with the NFL to explore different ways its 5G technology can be used to enhance fan engagement. Verizon network already distributes live matches and shoulder content from the NFL to its mobile users, through this new deal, the telecommunications company will also act at the North American league’s official 5G innovation partner, working on three strands including the in-stadium experience, mobile gaming, and emerging video streaming technology.

 

  • MLB is pulling back on its broadcasts on Facebook, announcing that the platform will stream six non-exclusive games on Watch, with one per month. MLB Network will produce dedicated Watch broadcasts with interactive and social elements. On the other hand, MLB has expanded its relationship with Twitter to include a series of new short-form content initiatives for the ’19 season, including highlights of every home run hit during the season and a daily featured hitter category.

 

  • The NBA has announced that a regular-season game will be played in Paris next season for the first time. Presented by BeIN Sports, the match will see the Charlotte Hornets take on the Milwaukee Bucks at the AccorHotels Arena on 24th January 2020. The announcement signals the end of the NBA’s annual trip to London’s O2 Arena, as its annual European match.