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.

  • 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.