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The Week in Soccer Marketing

A summary of the most exciting news in multicultural sports marketing. If you're trying to keep up, consider this your one-stop shop.


A summary of the most exciting news in multicultural sports marketing. If you’re trying to keep up, consider this your one-stop shop.

  • UEFASoccer governing body Uefa has launched ‘Time for Action’, a dedicated women’s soccer strategic framework that aims to double the number of female players by 2024 to 2.5 million. The strategy will include investing in programs from grassroots to a professional level and an overarching aim to change the perception of women’s soccer on the European continent. Uefa hopes to double the reach and value of the Women’s Champions League and Women’s European Championship.


  • BeIN Sports has locked exclusive rights to this year’s Copa América in Brazil, in 27 international markets. The deal includes South America’s international soccer tournament broadcast in Australia and New Zealand, in addition to contracts in France and the Middle East and North Africa (MENA) region, which were agreed earlier in the year.


  • Real Madrid has been named the most valuable soccer brand in the world, according to Brand Finance’s annual report. Real Madrid’s brand value increased by 26.9 percent from 2018 to 2019 and is now worth more than US$1.79 billion.

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  • ESPN is “stacking up global soccer” for ESPN+, its over-the-top (OTT) platform, according to executive VP of programming and scheduling, Burke Magnus. Launched in April 2018, ESPN+ has more than 2 million subscribers and is looking to quickly grow its portfolio of global soccer rights in the US.


  • PorschePorsche has become Los Angeles FC’s official premium luxury automobile partner on a multi-year deal. As part of the agreement, Porsche has acquired the naming rights to the directors’ box at LAFC’s Banc of California Stadium. “We’re delighted to welcome Porsche to the Black & Gold family. Porsche is an innovative and forward-thinking automotive brand and we look forward to working together,” stated Tom Penn, LAFC president, and co-owner.


  • Real Madrid is extending its sponsorship deal with betting company Codere until the end of the 2020/21 season. The Spanish gambling firm has been the club’s official betting partner since 2016.


  • The Spanish Football Federation (RFEF) is bringing its kit supply contract for the country’s national teams with Adidas to an end. The contract between the pair currently runs until 2026 but the RFEF has decided to revoke its agreement with Adidas seven years early. In a statement on the body’s website, the RFEF said: ‘The conditions that were agreed upon when it was signed years ago do not meet the criteria of legality, transparency, and fairness that the RFEF considers minimally acceptable.’


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