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.

  • Volkswagen USAU.S. Soccer and Volkswagen of America announced a new partnership, which makes Volkswagen the presenting automotive partner to the Federation through 2022. This is U.S. Soccer’s first-ever presenting partner. “We are extremely excited to work together with Volkswagen to help us continue to grow soccer in the United States,” stated U.S. Soccer CEO and Secretary General Dan Flynn. “Volkswagen will be one of the most active and visible partners U.S. Soccer has ever had, providing us with additional resources for more programs that can impact and help develop the sport, while also allowing us to reach more fans of the game across the country. We look forward to the next four years together as we drive towards our mission of becoming the preeminent sport in the United States.”


  • Heineken made a trademark application to become the ‘Official Beer of Soccer’ in the US. According to The Drum, the trademark application was filed to the US Patents and Trademarks office on Jan. 4.

Join us at PORTADA LOS ANGELES on March 15, 2019, at the Loews Beach Hotel Santa Monica, where we will dive deep into sports and soccer marketing’s preeminent topics. Speaking engagements include Tiago Pinto, Global Marketing Director, Gatorade who will provide answers to the question: “Will Corporate America jump on the soccer opportunity?”Attendees will also be able to benefit from Portada’s meet-up service of three-eight-minute meetings with top brand executives!

  • La Liga, Spanish soccer, has announced that all its Segunda Division matches will be streamed for free on YouTube, including live English commentary from this season’s matches in more than 155 countries. The new agreement will see the competition brought to certain territories where no previous transmission had been in place. The regions covered in the deal include major markets in Africa, Asia, Europe, and the Americas.


  • Ligue1 EnglishDAZN will stream free-to-air broadcasts of French Ligue 1 and Italy’s Coppa Italia via Facebook and YouTube before its full platform launch in Brazil. The OTT platform will add rights to the Coppa Italia and the Supercoppa Italiana, Italy’s top two cup competitions, to its portfolio in Brazil.


  • The French Professional Football League is discussing plans to take Ligue 1’s top teams on a summer tour to the US. This would include the top-tier French clubs who qualify for European competitions playing friendly matches against each other and participating in initiatives to promote their brand in the US market. “Our project is to organize a mini-tour in the United States in the summer of 2019 with some French clubs,” said LFP chief executive Didier Quillot.

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  • Cristiano RonaldoJuventus is looking to maximize the commercial opportunities of Cristiano Ronaldo by signing a first-ever sleeve sponsorship in the club’s history, according to newspaper Tuttosport. The team could generate as much as €10 million (US$11.4 million) per year through such a deal. The Premier League, Bundesliga, La Liga and Ligue 1 have already brought in an advertisement on their sleeves.


  •  FC Cincinnati has reached a deal with First Financial Bank to serve as its exclusive banking and financial services partner as it enters Major League Soccer. The multiyear agreement includes First Financial issuing an FC Cincinnati-branded debit card and set up ATMs at the team’s new West End stadium once it opens.