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.

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

  • JuventusFCJuventus announced the extension of its partnership with Adidas until 2027. The deal, estimated at US$58 million per year, will see Adidas be the technical partner of the club’s youth side, in addition of keeping its kit supplier rights. Separate from the new arrangement, Adidas will also grant Juventus a US$17 million bonus as a result of the club’s successful 2018.


  • Italian team AC Milan has locked a partnership with pasta company La Molisana. The two-year deal will include La Molisana’s branding at the San Siro stadium, both around the pitch and in the venue’s hospitality areas. In addition, AC Milan will promote the Italian food company through its social media. “The partnership with Milan is a strategic partnership, the north is an objective area for us,” stated Giuseppe Ferro, owner and chief executive of La Molisana.

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.

  • D.C. UnitedD.C. United has signed a multiyear live and on-demand coverage agreement with FloSports. Beginning in the 2019 season, the media company will broadcast nearly every D.C. United home and away game, plus other select matches, featuring both English- and Spanish-language broadcasts.


  • Inter Miami FC has hired Niki Budalic as the club’s director of soccer operations, adding another experienced MLS executive to the club’s growing technical staff, pending approval of his US work permit. “Niki’s experience working alongside players and coaches at all levels will be an important addition to our technical staff, and one that will allow us to create an environment that cultivates success,” stated Doug McDonough in a club release.

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