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.

  • Major League SoccerThe MLS has announced the introduction of shirt sleeve partners next season. According to The Athletic, the potential new deals could be worth anywhere between US$500,000 and US$1 million per year. The MLS league-wide kit supply deal with Adidas limits franchise shirt sponsorship to one main partner until 2023.


  • Spanish league La Liga launched an OTT subscription service in August that lets fans watch second-tier Spanish football matches for 3.45 a month or 17.29 a year on its TV app, LaLigaTV. La Liga is looking to take control of its own brands and broadcasting live games to audiences. Chief communications officer, Joris Evers, is not ruling out that La Liga’s top division matches might get broadcast on the platform someday as well.


  • The Canadian Premier League shared its plans for a first draft, as Canadian University soccer players have an opportunity to earn a spot on a CPL, in partnership with U SPORTS. This will allow an athlete with one to four years of eligibility remaining to play with a CPL club, while preserving their eligibility, in the spring and summer before returning to U SPORTS competition. A player draft will take place on Nov. 12 following the 2018 U SPORTS Men’s Soccer Championship at UBC in Vancouver.

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  • Sky Italia has acquired the exclusive coverage rights of the Premier League in Italy, for three more years. Its current deal is set to expire by the end of the current campaign. Sky Italia will broadcast over 235 matches a year from England’s top flight across its range of platforms.


  • AS RomaAS Roma has renewed its partnership with fashion brand Hugo Boss for the 2018/19 season. Hugo Boss will supply the club with exclusive term wear as well as formal club occasions. AS Roma won’t be the only well-dressed club, Real Madrid, Paris Saint-Germain, and Bayern Munich, as well as Premier League club Tottenham Hotspur, all have deals with the fashion brand.


  • ASICS has locked a multi-year sponsorship deal with Spanish football star Andres Iniesta. The deal is part of the brand’s efforts to expand its football business and reach more audiences across Asia. The football player will support the brand through product placement and promotions.


  • The German Football Association and Fanatics have partnered to allow fans of the national team to have access to a greater range of products and wider availability. Fanatics will offer a shopping experience across both online and offline channels through the creation of a new global e-commerce platform, DFB Fanshop ( while also operating DFB retail outlets during home games.