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.

  • Kellogg CompanyMLS and Kellogg extended their multi-year partnership through 2020. Cheez-It® and Pringles® will remain the league’s official snacks, and Eggo® the official waffle. Kellogg’s will also be a key partner for eMLS – MLS’ competitive EA SPORTS™ FIFA 19. “We are proud to collaborate with Kellogg’s storied brands to deliver fun and engaging experiences for our ever-increasing fan base,” stated Jen Cramer, Major League Soccer’s Senior Vice President of Partnership Marketing. “MLS thanks Kellogg’s for their continued belief in our efforts to advance the game of soccer. We look forward to working with this historic American company for many years to come.”


  • English Premier League is thinking about launching its own Netflix-style streaming service. According to the Sunday Times, the OTT platform will be tested in Singapore, where the Premier League opened an office in January.

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  • SpotifyArgentinian soccer team Boca Juniors has teamed up with Spotify, to create its own playlist. Also, each of the team’s players compiled and shared their own playlist. This is the first time the online music platform partners with an Argentinian soccer team.


  • Uefa will launch its own OTT streaming platform in the next six months. The service will initially show women’s and youth soccer matches, as well as archive content and behind-the-scenes footage from matches. The Uefa Champions League will probably be streamed after 2021, because of the governing body’s existing contracts with broadcasters around the world. “We are fully aware that a revolution is under way and are in the process of agreeing on historic partnerships with the world’s leading companies in this field,” said Uefa president Aleksander Ceferin at Uefa’s annual congress in Rome.

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.

  • IntelIntel announced plans to deliver immersive experiences via Intel® True View at Emirates Stadium and the Etihad Stadium, together with Arsenal FC, Liverpool FC, and Manchester City Anfield. The new technology will allow Intel to capture every match element from every angle.


  • DAZN has presented a new multi-stream feature, for customers to watch up to four simultaneous live or on-demand matches on one screen. Called MultiView, the new feature is already available on fourth and fifth generation Apple TV devices to all DAZN subscribers in the US, Canada, Japan, Italy, Germany, Austria, and Switzerland. “DAZN is paving the way to a whole new sports watching experience,” said Ben Lavender, the company’s chief product officer.