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.

  • Liga IberdrolaMediapro has extended its deal for the Liga Femenina Iberdrola, Spain’s top division of women’s soccer, through 2022, the equivalent to a three-season contract. According to Rubén Alcaine, president of the Association of Women’s Soccer Clubs (ACFF), the deal is worth a total of US$10.1 million. “It’s a historic day, of absolute joy. It is the result of a lot of work. We have not left anything to improvisation and the result is this,” said Alcaine. However, the clubs’ body is currently at loggerheads with the Spanish Football Federation (RFEF) over the organization and commercialization of domestic women’s soccer.


  • FloSports announced a multi-year rights contract with FC Cincinnati. This represents its second deal with a Major League Soccer (MLS) franchise. In January, FloSports announced a similar deal with DC United.

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  • FC CincinnatiMLS team Atlanta United has announced a partnership with Knot Standard, which will officially provide pre-match and travel apparel for the team during the 2018 MLS Cup champions. This deal coincides with the opening of Knot Standard’s Atlanta-based showroom in May. The deal also allows the apparel brand to host a number of premium fan events during 2019. “The team has an incredibly loyal fanbase, and the players are known to be some of the most stylish in the league,” said Knot Standard co-founder and chief executive officer; John Ballay. “We are proud to outfit the Atlanta United team for the upcoming season.”

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.

  • BMWBMW is in talks with German team Bayern Munich to enter into a ten-year strategic partnership by 2025. Bayern board member Edmund Stoiber confirmed the discussions, telling Manager Magazin: “Both sides have already signed a memorandum of understanding last year.”


  • Nike signed a five-year partnership with Uefa, joining the European soccer’s governing body’s Together #WePlayStrong campaign, to help raise the profile of women’s soccer in Europe. Nike will become the exclusive official match ball supplier for the Uefa Women’s Champions League and the 2021 Uefa Women’s European Championship. “We are delighted to have such a prestigious global brand such as Nike, who are committed to equality within the sport and renowned for empowering female athletes all over the world,” said Nadine Kessler, Uefa’s head of women’s football.