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

  • Major League SoccerThe MLS has announced the introduction of shirt sleeve partners next season. According to The Athletic, the potential new deals could be worth anywhere between US$500,000 and US$1 million per year. The MLS league-wide kit supply deal with Adidas limits franchise shirt sponsorship to one main partner until 2023.


  • Spanish league La Liga launched an OTT subscription service in August that lets fans watch second-tier Spanish football matches for 3.45 a month or 17.29 a year on its TV app, LaLigaTV. La Liga is looking to take control of its own brands and broadcasting live games to audiences. Chief communications officer, Joris Evers, is not ruling out that La Liga’s top division matches might get broadcast on the platform someday as well.


  • The Canadian Premier League shared its plans for a first draft, as Canadian University soccer players have an opportunity to earn a spot on a CPL, in partnership with U SPORTS. This will allow an athlete with one to four years of eligibility remaining to play with a CPL club, while preserving their eligibility, in the spring and summer before returning to U SPORTS competition. A player draft will take place on Nov. 12 following the 2018 U SPORTS Men’s Soccer Championship at UBC in Vancouver.

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  • Sky Italia has acquired the exclusive coverage rights of the Premier League in Italy, for three more years. Its current deal is set to expire by the end of the current campaign. Sky Italia will broadcast over 235 matches a year from England’s top flight across its range of platforms.


  • AS RomaAS Roma has renewed its partnership with fashion brand Hugo Boss for the 2018/19 season. Hugo Boss will supply the club with exclusive term wear as well as formal club occasions. AS Roma won’t be the only well-dressed club, Real Madrid, Paris Saint-Germain, and Bayern Munich, as well as Premier League club Tottenham Hotspur, all have deals with the fashion brand.


  • ASICS has locked a multi-year sponsorship deal with Spanish football star Andres Iniesta. The deal is part of the brand’s efforts to expand its football business and reach more audiences across Asia. The football player will support the brand through product placement and promotions.


  • The German Football Association and Fanatics have partnered to allow fans of the national team to have access to a greater range of products and wider availability. Fanatics will offer a shopping experience across both online and offline channels through the creation of a new global e-commerce platform, DFB Fanshop (fanshop.dfb.de) while also operating DFB retail outlets during home games.

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

  • NASCARNASCAR presented the Monster Energy NASCAR Cup Series Playoffs in Las Vegas. To celebrate the start of the sport’s postseason and engage fans, the festivities center around three major events: Monster Energy NASCAR Cup Series Playoffs Media Day; NASCAR Burnout Blvd Fueled by Sunoco, and a two-day Playoffs Party at Fremont Street Experience. According to 2011 data, 20% of NASCAR’s followers are multicultural fans, 9% were Hispanic and 8% African-American.


  • MLB and USA Baseball announced a new high school baseball tournament designed to showcase some of the best rising seniors from Texas and California. “States Play,” co-hosted by the Texas Rangers, will center on a three-game series at Globe Life Park in Arlington, from Aug. 24-26. Each game will stream LIVE on MLB.com, and access to Globe Life will be free for the public. 31% of MLB players are Latino, according to ESPN.


  • Razer inked a strategic partnership to become the official phone and headset provider for Tribe Gaming, a top mobile esports organization in North America. The deal includes an eight-episode docuseries to be released by the end of 2018. According to a 2014 Think Now Research study Hispanic gamers buy and rent video games more often than Non-Hispanics.

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  • Papa John's PizzaOne month after suspending their relation with Papa John’s, after the pizza brand’s founder John Schnatter made some racist comments, the New York Yankees have restored their partnership, and will sell its products again at the Yankee Stadium.


  • The NFL team Los Angeles Chargers announced telecommunications company Rokit as their official wireless partner. As part of the multi-year agreement, the firm also becomes the title sponsor of the team’s stadium, Rokit Field at StubHub Center.


  • NBA franchises owned by the Los Angeles Lakers, Brooklyn Nets, Atlanta Hawks and Minnesota Timberwolves will join its NBA 2K League esports competition in 2019. The four expansion teams will join an existing roster of 17 NBA teams which participated in this year’s inaugural 2k League season, which got underway in May and will conclude with its first ever finals event on 25th August.

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