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The Week in Soccer Marketing

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


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

  • Paris Saint-GermainParis Saint-Germain saw a decrease in sponsorship revenue during the 2017/18 season. Their latest financial report showed that PSG suffered a €14 million dip in sponsorship revenue from the previous season, falling from €108.1 million to €94.1 million, which represented a 13% drop.


  • Members of FIFA’s strategic and decision-making body voted for a new improved 24-team FIFA Club World Cup. The pilot edition will be played in June and July 2021, during the international match calendar slot that corresponded to the FIFA Confederations Cup. In addition, the soccer organization voted for the implementation of the VAR system at the FIFA Women’s World Cup France 2019.


  • South American soccer confederation Conmebol has chosen Argentina and Colombia to be provisionally co-hosts of the 2020 Copa America. Both South American countries will first need to meet the technical requirements laid out by Conmebol before they are confirmed as hosts. In a statement, Conmebol said that the 2020 tournament would bring “South American football closer to its fans.”

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  • Banco SantanderSantander extended its title sponsorship of La Liga for a further year. The partnership will continue until the end of the 2020/21 campaign. The partnership incorporates La Liga’s other competitions, including its second and third tiers, as well as La Liga Genuine, the league for people with intellectual disabilities, and the LaLiga Promises under 12 leagues. Santander and LaLiga will also continue their ProPlayer initiative, which provides soccer scholarships in the US to youngsters in Spain.
    “When we joined forces with the world’s best and most innovative bank, we knew that it would really help us with our internationalization efforts,” said La Liga president Javier Tebas.


  • For the first time, nine countries have expressed an interest to host the 2023 Fifa Women’s World Cup. Argentina, Australia, Bolivia, Brazil, Colombia, Japan, a joint Korean bid, New Zealand and South Africa are all officially taking part in the bidding process. The nine submissions mark the longest ever list of member associations at this stage of the process tournament since its inaugural edition in 1991.


  • Continental TireContinental Tire will return as the front of jersey sponsor for the North Carolina Courage in 2019. The brand’s logo will be featured on the front of both the home and away jerseys of the reigning NWSL Champions and Shield winners. “We are excited to continue our partnership with North Carolina Football Club in 2019,” said Travis Roffler, director of marketing for Continental Tire.  “This sponsorship strengthens our soccer platform and allows us to support the game of soccer right in our own backyard. We wish both teams the best of luck this year.”


  • MLS has become the latest league to lock a multi-year partnership with MGM Resorts International, which will become the league’s first official gaming partner. As part of the deal, Roar Digital, a joint venture between MGM and GVC, becomes the exclusive, official sports betting partner of MLS in addition to providing MGM Resorts and Roar access to enhanced MLS data for fans and sports betting customers.

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  • PUMALa Liga is looking to sign a new three-year partnership with Puma, as the league’s official ball from next season. According to reports in Spain, the deal will last until the end of the 2012/22 season with Puma reportedly paying close to US$5.6 million to take over from current suppliers, Nike, when the US sportswear brand’s extension expires at the end of the current campaign.


  • The Brazilian Football Confederation (CBF) has inked a media rights deal with Twitter for the 2019 Campeonato Brasileiro de Futebol Feminino. The contract affords Twitter exclusive rights to the league phase, as well as the quarter-finals and semi-finals, with the two-legged final possibly also to feature on the platform.


  • FIFA has announced the full line-up of the 20 participating countries that will participate at the first-ever FIFA eNations Cup. London has been chosen as the host city for the event, which serves as one of the major events in the EA Sports FIFA 19 Global Series with 20 national teams from all six confederations (CONCACAF, CONMEBOL, CAF, OFC, AFC, and UEFA) set to take part. The list of countries confirmed are Argentina, Australia, Brazil, China PR, Denmark, England (host country), Finland, France, Germany, Mexico, Netherlands., New Zealand, Norway, Portugal, Saudi Arabia, South Africa, Spain, Sweden, Russia, and the USA.


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