A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting U.S. consumers right now.

For prior Sales Leads editions, click here.


  • Petco

Petco announced it has selected New York-based Horizon Media as its strategic media agency of record in support of the company’s ongoing retail and marketing transformation efforts.The selection follows just weeks after Anomaly was named the company’s creative agency of record, and was the result of a review process initiated in the Fall of 2018 and managed by MediaLink.Horizon will begin working with Petco immediately to deliver fully-integrated media planning and buying across paid channels and strategic integration with both Anomaly and Edelman, Petco’s PR agency of record. Petco is a leading pet specialty retailer with more than 50 years of service to pet parents. The brand operates more than 1,500 Petco and Unleashed by Petco locations across the U.S., Mexico and Puerto Rico.  


  • Avocados From Mexico

Avocados From Mexico (AFM), is taking shoppers’ party spreads to the next level with its Guac Nation program. The No. 1 selling avocado brand in the U.S. is teaming up with RITAS and TABASCO® Brand to help consumers savor winning flavors during the Big Game. The program runs through February 3, 2019, and will offer 360 support to inspire avocado consumption and lift sales. Avocados From Mexico will also be returning with its fifth annual Big Game commercial on February 3. Guac Nation seamlessly ties-in to support AFM’s established shopper communications platform, Savor Every Moment. During the week of the Big Game last year, increased avocado consumption helped retailers reach a 4-year sales high of US$58 million2 of all commodities. With millions of consumers hosting Big Game parties, this serves as an opportunity for high avocado consumption. Guac Nation is leaning into that excitement and engaging shoppers as they prepare for game day, making avocados the star player on their shopping lists.


  • Chevron

Chevron, the second-largest integrated energy company in the United States, has put its global media planning and buying business in review. WPP has been the brand´s incumbent for 16 years.  Two unnamed competitors will be pitching against the incumbent, aacording to a party close to the review . WPP currently handles global media for three of the world’s four largest fossil fuel companies, according to Adweek. The latter review resulted in the formation of dedicated unit Team Energy, which consists of Ogilvy, Grey, VML, Mindshare, Essence, SocialLabs and Landor.>




2019 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.


  • Procter & Gamble

P&G is bringing more of its media planning and buying in-house in an effort to cut costs and improve profit margins, as well as bringing its marketers closer to the consumers they serve. There was not a formal review but an internal bid process, in which Incumbent media shops Hearts & Science and Carat and P&G’s own in-house team participated, according to Adweek. Procter & Gamble’s in-house agency has taken over a larger share of its media business in the US. P&G categories at stake included fabric care, oral care, feminine care, personal healthcare, home care, skincare and baby care. P&G spent US$2.75 billion on paid media in the U.S. in 2017 and just over US$2 billion from January to September 2018, according to Kantar Media.



  • Electronic Arts

American video game company Electronic Arts — which develops and publishes games like FIFA, Madden NFL and The Sims —has placed a big part of its´media business in-house while launching a media agency review to find a strategic external media agency partner.The marketer will handle digital, including search, social, programmatic and digital out-of-home; while its outside media agency will handle linear, broadcast and out-of-home media. All strategy and planning will continue to be led in-house.Incumbent Publicis Groupe’s Starcom will participate in the review.


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

  • LaLigaLaLiga North America launched its #BringUStheGame campaign, addressing the growth of soccer in America and “the desire from American fans to bring the greatest soccer league in the world to the US to play the first ever European club regular season match held outside of Europe.” The game between FC Barcelona and Girona FC will be played at the Hard Rock Stadium on Jan 26 in Miami, Florida.


  • New US-based OTT Vidgo had a nationwide debut with the Barcelona vs Real Madrid streaming. This represented a ‘soft launch’ of its Latino package in anticipation for Sunday’s El Clásico clash, which was streamed via BeIN Sports. CEO Shane Cannon told Light Reading that the opening week was a success.


  • The Conmebol has signed a new four-and-a-half years sponsorship deal with Qatar Airways. The deal sees the Qatari company become the organization’s official airline. Conmebol president Alejandro Dominguez said: “The Conmebol competitions have a great legacy and are among the most exciting and competitive in the world, and thanks to recent reforms to raise their standards, they are also among the fastest growing sports competitions.”

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.

  • Lavazza USAEnglish soccer teams Liverpool and Arsenal have both announced regional three-years deals with Italian coffee brand Lavazza. Limited to UK-territory, Lavazza will become the official coffee partner of the two clubs. The Italian company will also become the exclusive coffee supplier at both Arsenal’s Emirates Stadium and Anfield, Liverpool’s historic home ground.


  • As part of its presence expansion in Latin America, Bayern Munich has launched a Spanish language online shop. The site maintains a similar form to its German and English equivalents, featuring more than 1,200 products, including replica shirts and household accessories.

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  • Real Madrid is close to signing a record ten-year, €1.1 billion (US$1.25 billion) sponsorship renewal with Adidas, according to Marca. If confirmed, this would represent the most expensive kit deal in soccer. Under its current contract, Adidas pays the club annually €52 million.

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

  • https://pbs.twimg.com/profile_images/877433269029089281/FVfZXf-H_400x400.jpgDue to resistance from UEFA and European clubs, FIFA is putting its plans to launch a Club World Cup and Global Nations League on hold. Now, a cohort will look into tournament options before reporting back to the FIFA Council when they meet in March next year in Miami.


  • Mediapro’s naming rights to Barcelona’s Nou Camp stadium have been rejected. The €300 million bid seems to have broken down over a demand from the La Liga reigning champions that Mediapro were to withdraw a lawsuit filed against Sandro Rosell, the club’s former president.


  • Telemundo Deportes will start its of FIFA Women’s World Cup France 2019 coverage on Dec. 8 with an exclusive, Spanish-language broadcast of the Final Draw on Telemundo and Universo. Andres Cantor will lead the coverage from Paris with Carlota Vizmanos also reporting from the site and Miguel Gurwitz, Ana Jurka, Copan Alvarez, and guests commentators live from Telemundo Center in Miami.


  • BMOThe Canadian soccer team Montreal Impact announced a new long-term agreement with BMO Financial Group, with the team’s jerseys to retain the BMO sponsorship. “We are both excited and feverish to continue what we have already started with BMO,” said Montreal Impact president Joey Saputo in a team statement. “For us, this is a historic deal, because our club can always count on the unconditional support of a prestigious partner for the years to come.” BMO has been a presenting partner with the Impact since 2012.

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  • Fifa is betting on female soccer by doubling the prize money available at the 2019 Women’s World Cup. The US$30 million will be split between the 24 teams taking part at next year’s tournament in France. In addition, clubs will receive financial rewards for the participation of their players in the competition for the first time.


  • Inter Milan 🇮🇹 ⚽The Inter Milan has finally decided to create its first women’s team by acquiring the naming rights to the ASD Femminile Inter Milano soccer club. Through the acquisition, the team will officially take on Inter’s name following a deal approved by new Italian Football Association (FIGC) president Gabriele Gravina, who was elected earlier this week. “This is a vital step for the club and one that strengthens an increasingly complete sporting area which has clear plans and a concrete vision for the future,” stated Alessandro Antonello, Inter CEO.


  • This year’s MLS regular season attendance showed an average decline for the first time in five years. According to SportsBusiness Daily, MLS’s average attendance throughout the 2018 regular season stood at 21,873 – marking a 1.1 percent decrease. Among the declination, factors are Columbus Crew’s potential relocation to Texas, which saw the league’s most drastic decrease in attendance with a 19.4 percent drop compared to 2017. 

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

  • Manchester CityManchester City partnered with esports organization Epsilon, to enter the FIFA 19 category for season four of the Gfinity Elite Series. A selection of players from City and Epsilon’s rosters of professional gamers will make up half of the team with the remaining players to be chosen through a draft.


  • Fifa is looking to increase women’s soccer by doubling worldwide participation to 60 million by 2026. The soccer governing body also talked about introducing a women’s equivalent to the men’s World Club Cup, which brings together the winners of each region’s continental tournament. This would become ‘Fifa Women’s World League’.

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  • FC Barcelona renewed its partnership with banking firm Samba, for five more years. The club is looking to strengthen its brand in the Middle East by adding “partners that are best suited to the values and traits that define its brand.”


  • Homestand SportsCanadian media company Homestand Sports locked a partnership with LaLiga to host a series of live interactive LaLiga themed Footy Talks events in key markets across Canada. Each event will feature engaging sports panels with top Canadian media following the latest in LaLiga news analysis.


  • BC Place, home of the Vancouver Whitecaps, has partnered with Ready and Bypass to become the first venue in North America to possess an app-free in-seat ordering facility. By scanning a unique QR code on the armrest of their seat fans can locate the order’s destination, before being taken directly to the menu. The user then places their order on their phone and pays using Bypass.

What: FIFA has announced its plans for growing women’s soccer worldwide.
Why it matters: For FIFA, increased participation will mean increased interest in the women’s game, leading to more marketing opportunities for brands as well.

Victory Lap (Wikimedia Commons/Nicki Dugan Pogue)

If for years it has seemed like FIFA (@FIFAcomhas concentrated, say, 99 44/100% of its energies on the men’s game, it’s probably not an illusion. And while the Women’s World Cup (@FIFAWWChas helped the ladies version gain popularity since the U.S. won the inaugural event in 1991, soar after the American victory in 1999, and reach new heights following the 2015 U.S. win over Japan in Canada, the lion’s share of the organizing body’s attention has focused on the men in the 100+ years since its 1904 founding.

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.

With the worldwide opportunities that the women’s game now possesses, FIFA recently unveiled a new global strategy, with a stated goal of doubling women’s participation to 60 million across the globe. With the Women’ World Cup looming next summer in France, now is the time for FIFA and its Confederations to step up, and for marketers to take advantage. In fact, the Concacaf (@Concacafwomen’s championship, which determines the World Cup qualifiers, is going on now through Oct. 17.

Most importantly it will make football more accessible to girls and women and encourage female empowerment.
Sarai Bareman (via Twitter)

In what many followers of the women’s game saw as at least a good first step, two years ago FIFA set up its first Women’s Football Division, run by Chief Women’s Football Officer Sarai Bareman (@SarBareman), a New Zealand native who competed for Samoa, the homeland of her mother. That same year, Fatma Samoura (@fatma_samouraof Senegal was appointed as the first female Secretary General of FIFA. These were two of the first significant moves by Gianni Infantino after replacing Sepp Blatter as FIFA’s president.

“As FIFA’s first female Secretary General I am proud to launch our first-ever global strategy for women’s football,” said Samoura in a statement. “The women’s game is a top priority for FIFA and via our new strategy we will work hand-in-hand with our 211 member associations around the world to increase grassroots participation, enhance the commercial value of the women’s game and strengthen the structures surrounding women’s football to ensure that everything we do is sustainable and has strong results. Most importantly it will make football more accessible to girls and women and encourage female empowerment, a subject of great importance, now more than ever before.”

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(Wikimedia Commons-GoToVan)

In 2015, with the Canada location providing more TV-friendly match times than the previous two Cups in China (2007) and Germany (2011), FIFA broadcast partner Fox attracted brands like Nationwide (@Nationwideand Fiat (@fiatalong with U.S. Soccer’s official sponsors Mondelez, Budweiser, Coca-Cola, Chevrolet and Johnson & Johnson.

Now, pool prize money increases, additional grassroots plans, and commitments to placing women in leadership positions on FIFA committees and in every member association are also part of the initiative. With the U.S. vs. Japan 2015 final attracting nearly 27 million viewers here, the most for any soccer match involving a U.S. team (men or women), interest among sponsors for the 2019 tournament should be at an all-time high.

Cover Image: credit Nicki Dugan Pogue/Wikimedia Commons

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

  • The San Jose Earthquakes hired Matías Almeyda as the team’s new coach. Almeyda was leading coach of the Chivas from Guadalajara during the team’s CONCACAF Liga de Campeones 2018 final. Almeyda will start his new position in 2019.

  • The South American Football Confederation (Conmebol) has signed its Copa Libertadores streaming rights over to Facebook. The deal will run from 2019 until 2022. Facebook will make the streaming available to all ten of Conmebol’s member nations.


  • Los Angeles FC Banc of California Stadium revealed a new virtual reality (VR) mobile app. The app allows LAFC fans and other customers to explore spaces within the stadium from anywhere in the world. Users can even select different camera angles to help visualize the various uses for each space.


  • Liverpool has signed a deal with AXA. Through the multi-year agreement, the insurance company will become the club’s first global insurance partner. AXA will host a range of Liverpool-themed mass participation events worldwide, as well as offer fan experiences.

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  • Brasileirão Serie ACampeonato Brasileiro Série A streaming rights were acquired by new sports technology startup Fanfoot for US$150 million. Fanfoot says it combines live streaming with a built-in online social community across any device in order to provide fans with high-quality video, engagement opportunities, unique content, and special promotions. The platform will be available to fans in early 2019.


  • Arsenal inked a new kit sponsorship deal with Adidas which is speculated to be worth around $78 million per year. The deal replaces Puma as the club’s partner and will go into effect on July 1 next year.


  • FIFA launched its first-ever global strategy for women’s soccer, “to realize the full potential that exists within the women’s game.” This Division will work closely with MAs around the world via workshops and special initiatives to assist them in bringing together key stakeholders to discuss, develop and implement their respective women’s football strategies and to ensure the greatest impact possible of their efforts to develop and grow the women’s game.


  • Perform Content has extended its exclusive betting partnership with LaLiga. Perform Content will remain the exclusive LaLiga betting video streaming provider until the 2022/23 season. The deal covers 848 matches per year.

What: The leaders of FIFA and U.S. Soccer Federation met with the President to discuss 2026 World Cup plans.
Why it matters: Though largely ceremonial, the meeting was important in supporting the growth of the sport here.

There may be no more political sport than the global game of football, and there may be no more politicized sport in the United States than American football (@NFL).

This week, the global game reminded us that if it is to keep growing here, having the buy-in of the most important office in the world will be a help.

FIFA president Gianni Infantino and U.S. Soccer Federation president Carlos Cordeiro (@CACSoccervisited President Donald Trump to talk about plans for bringing the 2026 World Cup (@FIFAWorldCup) to North America, a massive global business event that will always need the support of government, no matter who sits in the Oval Office when the Games arrive.

…[F]ootball, the global game, continues to flourish in America, especially among the growing Latino demographic, with much brighter days ahead for the game as it matures in the United States.

“I would definitely like to see that soccer in the U.S. is becoming one of the top sports, not the No. 5,” Infantino told The Washington Post and SI.com on Tuesday. “You have to transform this country into a soccer country … What I want to see is the U.S. league, the U.S. national team, the U.S. youth development structures, boys and girls, being part of the top three in the world.”

The 2026 tournament will be one of unprecedented scale: three host nations, 48 teams, 80 games and 16 venues. So work has to start early, and although Tuesday’s Oval Office event was mostly one of celebration, commemoration and gratitude (Trump’s promises regarding access and visas were key during the buildup to the June vote), there was a bit of logistical and political talk.

A lot of those logistics and commitments require legislation, Cordeiro added. Although Trump won’t be in office in 2026, Cordeiro added, “It’s the signature of the president of the day, and it outlives any individual. It’s the commitment of the country.”

While there was probably little talk of the trade wars waging between Washington and its allies to the north and south these days, it is clear that the business of soccer will need great support to flourish, and the start off stamp of approval to move things along in Washington, a city which has just seen the new home of the D.C. United (@dcunited) (Audi Field) unveiled with great fanfare, is very encouraging as a next step, not just for World Cup, but for MLS and the business of soccer in general.

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There are currently are 17 venues in the USA, three in Canada and three in Mexico in contention to make the final cut. That should be decided by the end of 2020. There will be 60 games in the USA and 10 each in Mexico and Canada. MetLife Stadium in East Rutherford, N.J., is the favorite to host the final.

There was certainly no talk of “Take A Knee,” the issue which has polarized American football and the White House, and continues to create issues off the field for the NFL, still the most popular and effective sport in terms of business across America. Despite recent reports of some declining youth numbers, football, the global game, continues to flourish in America, especially among the growing Latino demographic, with much brighter days ahead for the game as it matures in the United States.

While this week’s visit was more ceremonial, it presents a great step forward for all those stakeholders involved in the sport in America, politics kicked aside.

What: Concacaf General Secretary Philippe Moggio took some time to discuss the federation’s initiatives coming out of World Cup and looking towards France 2019, Qatar 2022 and beyond.
Why it matters: Changing the culture of the federation across the entire region has been the hallmark of Moggio’s two years at the helm, and a stronger and more unified Concacaf benefits marketers looking to connect.

Philippe Moggio

Concacaf (@Concacaf ‏), one of the six global FIFA (@FIFAcom) federations, administering soccer in 41 nations in North America, Central America, and the Caribbean, continues its stated vision, “For the Love of Our Game,” under the administration of General Secretary Philippe Moggio (@PMoggio). The Colombian former NBA Senior VP and managing director of Latin America and the Caribbean has instituted sweeping changes in how the federation operates in his two-plus years at the helm, notably a sizable increase in competitions throughout its footprint and updated branding.

Moggio discussed his achievements, vision and his NBA experience in a wide-ranging, exclusive interview with Portada this month.

Portada: What do you consider to be the most significant achievement at Concacaf since your appointment two years ago?

Phillipe Moggio: We have made tremendous progress over the last two years. And for us, our biggest accomplishment as we continue changing the culture of our organization is that the discussion across our 41 member nations is, for the first ever, purely about football.

We have made substantial strides in rebuilding Concacaf into a credible, transparent, well-governed organization. We have been heavily focused on reform and good governance while upholding the values of transparency and accountability. In addition, with the aim of providing more access to football for more Member Associations, players and fans, we have also expanded our national teams’ competitions, including Gold Cup and most recently, the Concacaf Nations League, and our club tournaments, including the Scotiabank Concacaf Champions League, the Scotiabank Concacaf League, and the Caribbean Club Championships.

As a result of these important changes, I think Concacaf is today well positioned for strong, long-term growth and success.

Portada: What are some of the programs or initiatives at Concacaf that were most influenced by your work at the NBA?

P.M.: The NBA is an incredible organization, where I had the opportunity to learn from some of the best leaders in sports, including current Commissioner Adam Silver and former Commissioner, David Stern. From them, I learned that the integrity of the game is a top priority, and that this integrity needs to be preserved through the implementation of strong governance and transparent practices. I also learned at the NBA that to grow a sport you need to ensure you work hand in hand with the right strategic partners and that to continue engaging current and new fans and staying relevant, you need to continuously innovate and push the envelope from a content development and distribution perspective.

Similarly, at Concacaf, we have established good governance processes to ensure the integrity and transparency of our organization and the preservation of our game, supported by a new organizational structure. We have also implemented efficient business processes to improve operational performance and designed a new corporate identity. And to support the growth of our game and our business, we have been very focused on the expansion of our national and club competitions as well as on putting in place the right football development initiatives across professional football, youth development, coaching education and refereeing.

…[W]e have established good governance processes to ensure the integrity and transparency of our organization and the preservation of our game, supported by a new organizational structure

Portada: What are the goals of the new branding of Concacaf?

P.M.: We proudly launched the renewal of our brand in March to better represent the collective best of the individual cultures of our 41 member nations and the “Love for Our Game” that we all share. Brought together by the vision and power of working as one, this new brand represents four core pillars we have identified as central to all Concacaf efforts, which include Unity – we are One Concacaf family, representing the best of our 41 individual and beautiful cultures; Football – the game always comes first; Quality – we are here to raise our game every day, making football better for every team, every time; and Access – in our game, everyone gets to play and everyone in our family should feel connected and respected.

These key pillars, represented in our new logo through the four sides of a diamond, with 41 diamonds coming together in a circle, guide our decision making across all areas of the organization. It is a way of telling ourselves that what we are doing is consistent with who we are as a brand. Unity, Football, Quality, Access. If it doesn’t have these qualities, it isn’t Concacaf. And it isn’t our game. This is what our brand is all about and what our slogan “Love for Our Game” represents.

Portada: Which competitions will be taking place under the Concacaf umbrella that fans can look forward to? Where will those take place?

P.M.: We are very focused on making football more accessible to more teams, players and fans across our region while raising the quality of our competitions. This second half of the year, our fans can look forward to a number of exciting competitions as we are hosting, and fully producing for media distribution, over 260 matches across men’s and women’s national team tournaments and youth competitions.

First, we are incredibly excited for the debut of our Concacaf Nations League Qualifying phase in September. The Concacaf Nations League (@CNationsLeagueis a new national team competition focused on improving the quality and standing of national team soccer within the Concacaf region. The development of this new competition, has been anchored on the principles of providing more meaningful games to our 41 Member Associations’ senior men’s national teams during a full FIFA World Cup qualifying cycle to increase competitiveness and spurring development of the sport on and off the field. The sixty-eight-match qualifying phase of this tournament will take place during the four FIFA match windows of September, October and November 2018 and March 2019.

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Our 2018 Concacaf Women’s Championship is scheduled to be played on October 4-17, in Cary, NC, Edinburg, Texas, and Frisco, Texas. The two finalists and winner of the third and fourth place match will automatically qualify to the FIFA Women’s World Cup next year in France and the fourth place team will play a home and away playoff against Argentina in November.

We also have the new Scotiabank Concacaf League. This 16 team professional club competition is currently underway throughout Central America and the Caribbean. The 2018 Scotiabank Concacaf League champion will earn a ticket to the 2019 Scotiabank Concacaf Champions League to be played in the spring, joining clubs that have qualified from across the region, including top teams from MLS in the U.S. and Canada and from Liga MX in Mexico.

In addition, we are preparing for the largest ever Concacaf Under-20 tournament which will be played at the IMG Academy campus in Bradenton, Florida, on November 1-21, 2018. Thirty-four teams from our region will compete in this men’s youth championship to earn one of four spots in the 2019 FIFA U-20 World Cup Poland.

And looking forward to next summer, 15 venues across 13 U.S. metropolitan cities will welcome the 2019 edition of the expanded Concacaf Gold Cup, which includes a pan-regional footprint with the upcoming selection of additional venues in the Caribbean and Central America.

Portada: What can Concacaf take from the 2018 FIFA World Cup results of member nations, heading into the 2022?

P.M.: We are very proud to have been represented by Costa Rica, Mexico and Panama at this year’s FIFA World Cup in Russia and to have had one of our members, Panama, qualify to a FIFA World Cup for the first time ever. Together with our 41 members, we are working very hard on raising the competitive level across our region, and we believe that the expansion of our Concacaf Gold Cup and the creation of Concacaf Nations League, will give our national teams the opportunity to compete more and on a more consistent basis, we will see an improvement in Concacaf’s teams performance in Qatar 2022.

What: La Liga’s Real Betis club’s partnership with esports company Esportia is the latest example of a soccer organization delving into the gaming world.
Why it matters: Following the NBA model to a degree, these clubs can use esports as a low-entry barrier to gain new fans and marketing opportunities.

While in the States much is being made about professional teams investing in esports franchises, or the creative advances the NBA (@NBAis making with the NBA 2K League (@NBA2Kwhich concludes this weekend, the work global soccer brands have made, and are still making in the space is still evolving and showing ROI.

This week some of those clubs and partners took another step forward, with La Liga’s Real Betis (@RealBetis_ensigning a partnership deal with esports company Esportia (@esportiato expand the soccer club’s presence in the gaming industry. Real Betis join a number of top-flight Spanish clubs in signing recent partnerships with Esportia; both Getafe and Villarreal are among the company’s recently acquired other clients.

Then came the news of EA Sports’ (@EASPORTScontinued expansion with FIFA, bringing in the video game license for Serie A champions Juventus. The deal means that EA Sports not only holds the license for four out of the top five European leagues –Konami holds the license for France’s Ligue 1 – as well as the rights to the UEFA Champions League and UEFA Europa League in April.

Cultivating those young fans in a manner they are accustomed to, on a small screen, can lead to longer-term engagement with brand partners, players, [and fans]…

“We are very happy to come back in a famous and popular game like FIFA 19,” Serie A’s Gaetano Micciche said in a statement. “The agreement signed with an internationally renowned partner such as EA Sports testifies to the worldwide recognition that our championship has.”

The growth of FIFA on a global scale, not just as a fan engagement tool but for some clubs as a training tool, is the model professional leagues can look to, and what the NBA is trying to do with NBA 2K as esports and gaming take more of a market in the coming years. While it is doubtful NBA teams will suddenly be using 2K in lieu of practice for their elite players, the strategy skills in advanced FIFA have come in very handy for clubs looking to better improve the thought process of their younger players who are used to being immersed in video games when they are away from the pitch.

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The barrier to entry for fans around the world to build their affiliation with a club through playing FIFA is also very low, giving global soccer clubs an interesting leg up in fan engagement strategy in emerging football markets like the US and even China. Cultivating those young fans in a manner they are accustomed to, on a small screen, can lead to longer-term engagement with brand partners, players and even with such things as purchasing kits and attending events down the line. It is that type of engagement that the NBA is seeking with NBA 2K, and that MLS and the NHL seek with their video game investments in the coming years. Not as much for enabling esports aficionados to make a cross to traditional sports, but to enhance those gamers who love traditional sports to enhance their engagement and then translate that engagement into a fan for life with the game, and the team, and the athletes themselves.

So while the buzz remains hot around traditional competitive esports like World of Warcraft, DITA, League of Legends and others, the real engagement window for traditional sports is through the enhanced games now being grown in partnerships with leagues. FIFA and EA have set the standard, and it continues to grow.

Cover Image: Esportia

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

  • AudiMajor League Soccer and Audi of America extended their multi-year partnership. With the highest percentage of the millennial audience of any major U.S. sport, the partnership enables Audi to combine its commitment to innovation and technology to engage fans, raise the profile of the game and reach the next generation of young buyers. As part of the agreement, Audi will remain the League’s Official Automotive Partner and the title sponsor of the Audi MLS Cup Playoffs.


  • Visa has announced its final results for the FIFA World Cup. The Official Payment Services Partner of FIFA reports that contactless payments accounted for 45% of all Visa purchases in the 11 host cities. Fans from Poland made the most of the contactless purchasing options in-stadium, making 74% of Visa transactions using contactless technology.


  • Univision Deportes announced that Univision Deportes Radio is now available nationwide on SiriusXM on channel 467. The lineup will offer “the best in live matches, original content and insightful commentary from a team of renowned sports journalists and analysts and bring more than 350 soccer matches annually to SiriusXM from UEFA Champions League, Europa League and National Team competitions, Liga MX, MLS, CONCACAF, the US Men’s National Team and others.”

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  • Global sports agency MP & Silva has failed to meet payments to multiple rights holders, according to a report from Sports Business. The firm, which is owned by Chinese companies Everbright and Baofeng Group, has apparently defaulted on scheduled payments to England’s Premier League and the European Handball Federation, among others. The agency is also in arbitration with Fifa, over its advisory contract for rights to the 2018 and 2022 Fifa World Cups in Italy.


  • Chicago FireMLS team Chicago Fire have announced a multi-year partnership with telecommunications giant AT&T. The deal will see AT&T’s branding integrated through broadcast, digital, video, content and in-stadium exposure, as well as on-site activation at Fire-related events. The company will also present exclusive content and experiences to Fire fans, including a behind-the-scenes series and activations tied to competitive gaming.


  • Manchester City has announced their first esports-specific partnership, securing a deal with the gaming headset and audio accessory brand Turtle Beach. The contract sees Manchester City esports players using Turtle Beach’s line of professional gaming audio equipment, as well as other Turtle Beach gear and accessories.

Tom Glick, Chief Commercial Officer at City Football Club, will be a speaker in our upcoming Portada NY conference. Sign up here.

  • UEFA Champions LeagueTurner Sports detailed plans for its upcoming coverage of the UEFA Champions League. On TV, Turner will televise 47 UEFA matches on TNT throughout the season. Meanwhile, B/R Live, Turner’s new premium live sports streaming service will offer fans live UEFA Champions League and UEFA Europa League action, with content branded B/R Football across all platforms.


  • Allstate Insurance Company will launch its first-ever Allstate All-America Soccer platform to honor the country’s rising high school soccer stars. In collaboration with MaxPreps, Allstate will identify the nation’s top high school soccer players in their junior year and award the “Allstate All-American” title to an elite group of 125 male and 125 female players. From the total 250 high school players, 40 males and 40 females will then be selected for the unique opportunity to compete in the inaugural Allstate All-America Cup that that will take place in summer 2019 in the city that hosts the Major League Soccer All-Star Game presented by Target.

What: Beach soccer has grown internationally by more than 60% in the past decade, with outreach to CONCACAF and CONMEBOL to increase the number of events in the region.
Why it matters: As it continues its push into the U.S. and Latin America, Beach Soccer Worldwide executive Joan Cusco believes the sport can tap into the Hispanic fan base’s support for all things soccer.

Photo by Lea Weil

While beach volleyball, morphed from the indoor version of the American-invented game, traces its “organized” history back to the post-World War II era—even gaining Olympic status in 1993 for its first inclusion in the Atlanta Games in 1996—beach soccer’s origins are a bit more hazy. While the game has been played casually for decades, under whatever rules may have applied at the time and place, it wasn’t until 1993 that Beach Soccer Worldwide (@BeachSoccer_WW) formed, unifying the rules and hosting its first official event that July.

Flash forward 25 years later, and the sport is flourishing. A recent agreement with mycujoo is expanding its broadcast footprint exponentially, with more than 1500 webcasts planned in the next three years. According to BSWW, there are 139 national associations, with 77 having joined in the last decade, an increase of more than 60%. That growth has been even more impressive on the women’s side, as BSWW will hold four international events with 35 teams, up from zero just three year ago.

…[T]he sport has its roots in Brazil, as everybody reckons, and the whole Latin America area is a place where the passion for beach soccer is strongly felt.
Joan Cusco

BSWW, recognized by FIFA (@FIFAcom ‏) as the major entity behind the creation and growth of the beach game, is based in Barcelona and is responsible for the organization of all major international beach soccer events. It became part of FIFA in 2005 and has enjoyed a fruitful partnership with the worldwide soccer organization.

Joan Cusco, BSWW Executive Vice President, took some time to discuss the sport and its bright future.

Portada: How has Beach Soccer as an organization tried to market to U.S. Hispanics and Latin American fans?

Joan Cusco: Hispanic and Latin American fans are one of the most passionate soccer fans in the world. They love soccer, and they are also naturally gifted for beach soccer. So the combination sounds just perfect. This is why we have always invested and supported the National FAs in these regions to help lay the foundations for beach soccer to become a key part of the soccer fans lives. Actually, the sport has its roots in Brazil, as everybody reckons, and the whole Latin America area is a place where the passion for beach soccer is strongly felt. We have to keep on supporting that passion working with the National Football Associations to set up grassroots programs, National Leagues, International events, etc. This is how we will see how the sport keeps growing in the Hispanic and Latin American communities.

Portada: Are there any Beach Soccer sponsors or partners that are tied into Latino support of the sport?

J.C.: The sponsors of our events normally come from the market where the event takes place. So, for example, when having an event in Miami or Rio de Janeiro, or Paraguay, or El Salvador, the sponsors supporting the event come from the local markets, which means they are a part of the fans reality in that same region.

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Portada: Are there plans for additional events in Latin America and/or traditionally strong Hispanic U.S. markets?

J.C.: We are working hand in hand with CONCACAF and CONMEBOL to increase the number of the events in those markets where beach soccer has a strong presence already and, at the same time, to help the markets that have an interest to make their first steps in the organization of international events. Very importantly, we are working hard to help develop Women’s beach soccer, to see more and more teams take part in competitions. Last year we saw the first ever International Women’s competition in Puerto Vallarta (MEX), with Spain and Mexico, an event that grows this year in number of participants. At the same time, San Diego, home to the next World Beach Games 2019

Portada: What are some of the factors that will determine the sport’s growth over the next 3-5 years?

J.C.: Obviously, the number of players, number of teams involved and number of international events are the figures that will determine the growth of the sport. But there are also other factors, such as the increasing participation of women, the number of National Leagues, etc.

Cover image courtesy Beach Soccer Worldwide

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

  • JUGOtvJUGOtv, a sports digital media network and content production studio for the US Hispanic and Mexican audience, will become an official digital video partner for the International Champions Cup. The San Francisco-based company will create, curate and distribute exclusive International Champions Cup content to the US Hispanic and Mexican fans.


  • Heineken kicked off its “Summer of Soccer” campaign. As soccer viewership and fandom continue to grow throughout the U.S. Heineken has also extended its long-term partnership with Major League Soccer with a five-year renewal as the Official Beer of MLS, and will continue to sponsor Rivalry Week, which runs from Aug. 22 through Aug. 26.

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  • Thom Browne

    FC Barcelona has reached an agreement with the exclusive American fashion brand Thom Browne, which will become a global sponsor for the Club and an official formal wear provider for the team off the field of play. From this season and for the next three years, the team will wear Thom Browne clothing on their away trips. This new agreement represents the club’s objective of searching proactively for new partners.



  • Twitter’s World Cup coverage saw 115 billion impressions on the platform with fans Tweeting the most during the Final between France and Croatia. Meanwhile, the social media reports that Brazil sent more Tweets than any other nation during the World Cup, followed by Japan, the UK, the US, and France. Brazil’s Neymar, Jr. was the most-mentioned player of the tournament, and Budweiser the most-discussed brand.


  • Meanwhile, Facebook saw 383 million people have more than 2.3 billion interactions related to the World Cup on the platform. Brazil, the US, Mexico, India, and Vietnam, were the most engaged countries in the conversation.

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

  • VisaTelemundo Deportes is adding to its sports content portfolio the exclusive Spanish-language U.S. media rights to the 2019 Copa America to be held in Brazil. Organized by South America’s soccer ruling body CONMEBOL, Copa America is the oldest international continental soccer competition and it determines the continental champion of South America.
    “We are extremely pleased to join forces with CONMEBOL and the Copa America tournament,” said Ray Warren, President, Telemundo Deportes. “It is a world-class event and perfectly aligns with our approach to partner with owners of the biggest and best global sporting events to bring them to our Spanish-language audience in the U.S.”


  • Visa, the Official Payment Services Partner of FIFA, released an analysis of foreign travelers’ spending during opening days of 2018 FIFA World Cup, discovering that in the stadiums, the share of contactless payments grew to 54%, inclusive of purchases made by fans from Russia and abroad.

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  • AeroméxicoOn Saturday, June 30, Aeromexico sponsored the short #FutSinGénero ( with no gender) tournament to promote equal rights among women and men in soccer. Soccer celebrities like Charlyn Corral, Lucero Cuevas, and Kenti Robles joined the event. The project has managed to create the Female Professional Soccer League in Mexico, and also to develop a strategic growth plan for professional female players.


  • It seems that Nike is close to becoming the winner of the World Cup jersey sponsorship battle. The Nike swoosh appears on the outfits of Brazil, France, and England, favorite teams to win the World Cup, plus Croatia, according to betting websites. Archrival Adidas still has Belgium, Russia, and Sweden in the quarter-finals, and Puma is adding Uruguay to the game.


  • As the MLS expansion process continues, Detroit remains in the mix. The bidders are hoping to bring Major League Soccer to the Ford Field. “I think MLS has now accepted the fact that Ford Field is the right place,” said Arn Tellem, vice chairman of the Pistons, who has been charged by owner Tom Gores with coordinating the bid in Detroit.


  • Wayne Rooney has confirmed he’ll be joining the MLS, through a 3 1/2 year designated-player contract with D.C. United. The British soccer player follows the lead of Swede Zlatan Ibrahimovic and retired countryman David Beckham by leaving Europe for MLS later in their careers. Rooney is expected to make his debut July 14 when the team opens its new stadium in Southeast Washington against the Vancouver Whitecaps.

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

  • Las Vegas Lights FCUSL team Las Vegas Lights extended its deal with bookmaker William Hill as a sponsor to promote the team’s Nevada mobile betting platform to fans. Lights fans will also be able to activate their own mobile sports account at William Hill syndicated sports betting properties across Nevada.
  • Hyundai and Italian soccer club Atletico Madrid signed a new partnership, which will run until 2021. The South Korean car manufacturer will replace Alfa Romeo as the team’s automotive sponsor. The company will provide cars for the club, and their logo will be placed on the team’s shirt sleeves. Hyundai has also signed a similar partnership with English Premier League club Chelsea.
  • Oculus has been streaming some of FIFA World Cup matches in virtual reality (VR) for free. Starting with Sunday’s face-off between Mexico and Germany, Facebook-owned Oculus will stream four games via its social co-viewing app Oculus Venues. Matches include Portugal vs. Morocco on June 20, Brazil vs. Costa Rica on June 22 and England vs. Panama on June 24.

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  • The Laughing Cow®The Laughing Cow has been named as the official snack cheese sponsor of the 2018 Kick It 3v3 National Tour. The National Soccer hosts over 70 events per year.
  • The American Youth Soccer Organization (AYSO) and BAND locked a sponsorship agreement to bring BAND’s communications and management app to AYSO’s National Office and youth soccer teams. The goal is to enhance their organization and communication. “AYSO is pleased to announce our new partnership with BAND. By helping to adopt BAND, we expect to help build stronger communications through its rich features. We are excited to bring this opportunity to coaches to help them communicate more efficiently with parents and other AYSO volunteers,” stated Yvonne Lara, AYSO’s Director of Marketing and Communications.
  • NBCSN televised its first-ever FIFA World Cup match in Spanish last Sunday, June 17, when Brazil faced Switzerland. The match was simulcast in Spanish from Telemundo and livestreamed in Spanish via the Telemundo Deportes En Vivo and NBC Sports apps.

What: The joint bid by the U.S., Canada and Mexico won the right to host 2026 FIFA World Cup, via voting results announced on Wednesday morning in Russia as World Cup kicks off this week.
Why it matters: In short, for millions of reasons. Especially with the U.S. and Canada not qualifying for this year’s event, this vote was critical to the future of soccer in North America. Dignitaries worldwide had plenty to say about the result.

It only took one vote on Wednesday morning in Russia, both sides issuing their final arguments as Morocco and the U.S., Canada and Mexico joint bid (@united2026quickly learned their fate after years of preparation. In the end, it was the United 2026 plan that secured the victory and right to host FIFA World Cup 2026 by a significant margin (two thirds of the electorate); the 16 host cities in the three nations are now on the clock for kickoff eight years from now.

“Thank you for the incredible privilege,” proclaimed U.S. Soccer (@ussoccerPresident Carlos Cordeiro (@CACSoccerto the FIFA contingent once the results were announced. “Football today is the only victor. We are all united in football.”

Every little kid who is 10 years old and says, ‘I want to play in that World Cup 10 years from now’ — well, why can’t they?

Here is a sampling of what Cordeiro and others said following the vote, the result of which means that 2026 will mark the first successful bid by three host nations:

Cordeiro: “I make the argument that we are a vast, powerful, wealthy nation, but we have haves and have-nots, and our disenfranchised are underserved, and in many ways these are the people with whom the sport resonates most. If we can bring them into the game, we’ll go from 4 million to 12 million participants. Every little kid who is 10 years old and says, ‘I want to play in that World Cup 10 years from now’ — well, why can’t they?”

Jason De Vos, Director of Development, Canada Soccer, via Twitter (@jasondevos): “To represent your country on home soil in a FIFA World Cup is the highest honour. It’s an historic day.”

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@LIGABancomerMX, via Twitter: Por tercera vez la pasión encuentra su hogar. Nadie vive el futbol como en México. #Mundial2026 ¡¡¡¡Tenemos Mundial!!! (tr: For the third time, passion finds its home. Nobody lives football like in Mexico. #Mundial2026 We have a World Cup !!!)

Morocco Football Federation president Fouzi Lekjaa: “I wish to congratulate Fifa for the conduct of this process and congratulate the president for what he has done in order to move things towards more transparency and more inclusion. I would like to reaffirm the determination of my country to continue to work for football and realise one day our dream to host the World Cup in Morocco.”

The Football Association (FA/English Football): “We congratulate the USA, Canada and Mexico on winning the bid to host the 2026 Fifa World Cup. Both bids were of a very high quality and we welcome the fact that the bidding process was both open and transparent.

FA: “We cast our vote for the ‘United’ bid as we believe the independent technical assessment made its advantages very clear. However, it is important to note that both bids were deemed to have met the hosting requirements and a tournament in Morocco, close to Europe and in a country that loves football, had a great deal for English football fans to be excited about.”

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

  • Samsung Electronics90min announced new partnerships with Budweiser, Hyundai, Right Guard, Listerine, Caliente, Samsung and BOSS Fragrance for its World Cup content. For the deal, the soccer–specialized website will use fan reporters to write on-the-ground stories from Russia, it will also provide street-level video reporting that focuses on the fan journey, the fan culture in Russia and the “combustion moments that happen on and off-the-pitch.
  • Telemundo and Google announced a partnership to bring Telemundo’s Spanish-language World Cup content to Google and YouTube for soccer fans across the US. For the first time ever, World Cup fans searching on Google for their favorite teams, matches, and scores in Spanish in the US will see close to real-time video highlights from Telemundo Deportes. In addition, the 2018 FIFA World Cup Russia games on Telemundo will be offered in markets where YouTube TV is available.
  • Amazon locked a three-year deal to broadcast live Premier League matches and weekly highlights packages on its Prime Video service in the UK, starting with the 2019-20 season. This marks the first time that Premier League TV rights have been acquired by a non-traditional broadcaster.

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  • BudweiserFIFA, partnered with Budweiser and Twitter to make it easier for fans to vote for the Man of the Match Award during the 2018 FIFA World Cup. The new Twitter voting platforms will offer an enhanced visual voting portal and will update to include active players on the pitch. When voting concludes, @FIFAWorldCup will tweet the name of the winner.
  • The National Women’s Soccer League announced that ESPN will telecast six NWSL Games of the Week on ESPNEWS throughout the remainder of the season. By doing this, the ESPN will replace the previously scheduled games on Lifetime. All six nationally televised games will be slated for evening kickoffs.
  • The Canadian Premier League has added Valour FC as one of the founding clubs set to play in Canada’s new professional men’s soccer league in the spring of 2019, plating out of Investors Group Field.
  • FIFA signed its first 2018 World Cup sponsor from Africa, agreeing to a deal with the government of Egypt. “Egypt – Experience & Invest” – a campaign which FIFA says aims to showcase the “wide spectrum of tourism experiences and investment potential Egypt has to offer” – fills the first of four African slots in a program for third-tier commercial deals. FIFA has now 20 sponsors of the 34 places in its 2018 World Cup commercial program.
  • Telemundo Deportes’s En Vivo App will include a custom emoji keyboard during the FIFA World Cup, in partnership with Sportsmania.

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

  • Orlando City SCMLS renewed its app, presenting an all-new version of the platform that includes features such as deep personalization; a complete interface refresh, quick notifications of scores, news, lineup releases, goals, highlights and more; an all-new Match Center; fully integrated fantasy, condensed matches and more.
  • The Orlando City SC locked in a multimedia rights agreement with YouTube TV to reinforce its broadcast coverage. The platform will exclusively stream all locally televised matches live, including the pre, halftime and post-game shows, for the remainder of the season.
  • According to the US/Canada/Mexico World Cup bid, hosting a North American 2026 World Cup would generate profits close to $11 billion for FIFA. Carlos Cordeiro, President of US Soccer and co-chairman of the United bid, calculates that revenues could top $14 billion for the event.
  • Budweiser presented its new global campaign, “Light Up the FIFA World Cup,” designed to showcase the “energy of the world’s biggest sporting event and Budweiser’s passion for energizing fans as they watch and celebrate their favorite players, moments and teams throughout the tournament.” The campaign includes a variety of integrated experiential, digital and social programs launching in more than 50 countries.

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  • MLS WORKSMLS WORKS, Major League Soccer’s community outreach initiative, announced the beginning of the 2018 Special Olympics Unified Sports Soccer Exchange Program, in collaboration with ESPN and Special Olympics. The three organs are looking to promote an environment of social inclusion by bringing together people with and without intellectual disabilities through Special Olympics Unified Sports.
  • Telemundo Deportes partnered with Panini America for the launch of Telemundo’s first-ever augmented reality experience, around this year’s World Cup. The collaboration kicked off with the new 2018 FIFA World Cup Russia Sticker Collection by Panini with the AR content live in the Telemundo Deportes En Vivo app, featuring new posts on a weekly basis for fans to enjoy. The experience will include 10-second videos presenting Telemundo Deportes talent, historic moments and most memorable goals in World Cup history, as well as additional information on this year’s host cities and stadiums.

What: Tech newcomer Tronsmart has signed Uruguay National Team star Luis Suárez as brand ambassador in advance of the FIFA World Cup next month.
Why it matters: Brands that don’t have the wherewithal for official FIFA World Cup partnerships can still find under-the-radar ways of promoting their products during the time when soccer fever is highest across the world.

The FIFA World Cup (@FIFAWorldCupis nearly upon us, with Group Play in Moscow, St. Petersburg and other Russian cities just six weeks away. Global brands are finding their way into the games, whether through official sponsorships or back-door via deals with individual athletes as spokesmen.

Upstart Chinese tech firm Tronsmart (@Tronsmart ), founded less than five years ago to take advantage of the burgeoning global live streaming TV box market, has kicked off marketing to soccer fans by signing Uruguay National Team star Luis Suárez as brand ambassador in a deal announced this week. While not thought of by some fans in the same breath as other South American countries like Brazil and Argentina, Uruguay has a deep, strong World Cup history and is considered a solid contender to advance out of Group play by many prognosticators.

With World Cup sponsorships coming fast and furious leading up to and through the summer, a brand like Tronsmart may have found an under-the-radar way to reach sports fans.

The prolific goal scorer (@LuisSuarez9), who also stars for FC Barcelona (@FCBarcelona), is an inspired if perhaps risky choice for the Shenzhen-based firm’s first real foray into sports marketing. The Salto native made headlines in the last World Cup in Brazil, having been found to have bitten Italian player Giorgio Chiellini during a match. That cost him a sponsorship with fledgling online poker company 888poker thereafter and was suspended for a time because of the action.

But Suárez has bounced back, leaving Liverpool and the Premier League after the incident and moving to La Liga, where he’s been a consistent scorer for Barça. He was able to keep his Adidas sponsorship and is still active with numerous partners in his native Uruguay, including telecommunications giant Antel.

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“Mr. Suárez is an international icon that has won fans all around the world,” said Mr. Eric, Chairman of Tronsmart, in a statement. “He is an extraordinary football player and a wonderful family man. I am looking forward to watching Mr. Suárez compete this year and will be rooting for him!”

With World Cup sponsorships coming fast and furious leading up to and through the summer, a brand like Tronsmart may have found an under-the-radar way to reach sports fans in its target markets in the Americas as well as Europe, Middle East, and Asia.

Cover image courtesy of Tronsmart.

What: The newest MLS team, Los Angeles Football Club, and FIFA World Cup have announced their respective Spanish language U.S. broadcast partners.
Why it matters: Whether an established international tournament or a team competing in its first handful of games in its inaugural season, soccer broadcasts in Spanish are critical in reaching this huge audience.

The launch of MLS’s latest franchise, Los Angeles Football Club (@LAFC), is off to a rousing start, with the new squad quickly developing a supporters group—seven busloads strong for a battle with “crosstown” rivals LA Galaxy in Carson, Calif. Starting next week, Spanish speaking LAFC fans can tune in to the first of 18 matches on UniMás () KFTR Channel 46, as the team announced that Univision Los Angeles will be its Official Spanish-Language TV partner this year.

“We are committed to making our matches accessible to everyone throughout Los Angeles,” LAFC Owner and President Tom Penn said in a statement. “It is an honor to partner with Univision Los Angeles – a trusted and respected broadcast leader that ensures award-winning, comprehensive content and coverage of our Club.”

We’re excited to be part of the World Cup event and our ability to provide extensive coverage to our local communities through our radio stations.

This comes on the heels of news that Hispanic fans who want to follow this summer’s FIFA World Cup (@FIFAWorldCupon radio will have a new option: Entravision (@EVCMedia), which will broadcast 53 of the 64 total matches (including al three for Mexico in Group F) on its stations in 16 markets, beginning with the opening ceremony and group play on June 14. With Uruguay, Peru, Argentina, Brazil, Costa Rica, Mexico, Panama and Colombia joining Spain and Portugal in the field, there will be plenty of interest among the Latin American fan base, particularly in markets like Los Angeles, Denver, Phoenix, El Paso, Albuquerque and Las Vegas, whose affiliates will air the games.

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“Latinos live and breathe soccer and it is by far the number one sport among our listeners,” said Jeffery A. Liberman, President and Chief Operating Officer of Entravision, in a statement. “We’re excited to be part of the World Cup event and our ability to provide extensive coverage to our local communities through our radio stations. This global soccer tournament is one of the most recognized sporting events in the world and provides advertisers with a premier opportunity to connect with our audience.”

No word yet on which advertising partners are on board for either entity, but with UniMás KFTR 46 ranking among the top stations in L.A., regardless of language, in key demographics, opportunities abound for marketers to catch on to the early success of LAFC and its newly formed fan base. And World Cup retains a huge appeal, even without the U.S. National Team, which failed to qualify.

Check out the stars of Portada’s Sports Marketing Board, who will meet at Portada Miami on April 18-19 to discuss various topics related to the future of marketing and innovation in sports. Register now!

Cover image courtesy LAFC

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

  • HeinekenHeineken extended its Major League Soccer partnership for five more years, to serve as the Official Beer of MLS. Heineken will continue to sponsor Rivalry Week. “Soccer has been a crucial platform for Heineken across the globe with multiple league, team and championship game sponsorships. In the U.S., our partnership with MLS has helped drive the sport’s rapid expansion and growing popularity,” said Felix Palau, Heineken SVP of marketing, in a statement.
  • The Chicago Fire Soccer Club announced a partnership with Evanston Soccer Association to bring numerous programs, services and supplemental playing opportunities to ESA and its players. ESA will rebrand its Under-13 through Under-19 boys and girls age groups to Chicago Fire Juniors North Shore.

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  • CHIVASLigaMX soccer team Chivas and German Borussia Dortmund have started a knowledge-sharing partnership. The Bundesliga and Liga MX teams will collaborate on financial, sports and administration strategies, as well as player signings and marketing.
  • The Los Angeles Galaxy announced a multi-year extension of their partnership with Constellation Brands. Modelo Especial will become the exclusive import beer sponsor of both the LA Galaxy and their StubHub Center home, with branding displayed throughout the stadium. Constellation Brands will also be listed as a founding partner of the 27,000-seater stadium.
  • Fifa has sealed a deal with Russian telecoms operator Rostelecom as partner of this year’s Fifa World Cup national team tournament. As part of the deal, Rostelecom will receive a range of rights, including LED board exposure at matches during the tournament and the opportunity to run ticket raffles.

Check out the stars of Portada’s Sports Marketing Board, who will meet at Portada Miami on April 18-19 to discuss various topics related to the future of marketing and innovation in sports. Register now!

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