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.

  • JuventusFCJuventus announced the extension of its partnership with Adidas until 2027. The deal, estimated at US$58 million per year, will see Adidas be the technical partner of the club’s youth side, in addition of keeping its kit supplier rights. Separate from the new arrangement, Adidas will also grant Juventus a US$17 million bonus as a result of the club’s successful 2018.


  • Italian team AC Milan has locked a partnership with pasta company La Molisana. The two-year deal will include La Molisana’s branding at the San Siro stadium, both around the pitch and in the venue’s hospitality areas. In addition, AC Milan will promote the Italian food company through its social media. “The partnership with Milan is a strategic partnership, the north is an objective area for us,” stated Giuseppe Ferro, owner and chief executive of La Molisana.

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.

  • D.C. UnitedD.C. United has signed a multiyear live and on-demand coverage agreement with FloSports. Beginning in the 2019 season, the media company will broadcast nearly every D.C. United home and away game, plus other select matches, featuring both English- and Spanish-language broadcasts.


  • Inter Miami FC has hired Niki Budalic as the club’s director of soccer operations, adding another experienced MLS executive to the club’s growing technical staff, pending approval of his US work permit. “Niki’s experience working alongside players and coaches at all levels will be an important addition to our technical staff, and one that will allow us to create an environment that cultivates success,” stated Doug McDonough in a club release.

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