manchester united


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

  • Paris Saint-GermainFrench soccer team Paris Saint-Germain is ending their shirt sponsorship deal with Emirates after the upcoming 2018/19 season. Emirates were not willing to meet president Nasser Al-Khelaifi’s up to US$93 million-per-year demand. PSG are searching for a replacement for Emirates, with an Asian company in insurance or electronics a possibility. Qatar Airways has also been touted as a potential replacement.


  • English Manchester United have expanded their partnership with German coffee company Melitta. Melitta is going from a regional agreement to a global one. The expansion includes the creation of a global initiative which will bring some of the club’s international fans to Old Trafford for a VIP experience. “At Manchester United we pride ourselves on offering to our fans the best possible experience when visiting Old Trafford,” said Richard Arnold, United’s group managing director.


  • The English soccer giant has also announced a multi-year global partnership with MoPlay, a new mobile betting and gaming brand. The deal will see the two brands create exclusive collaborative content for fans, as well as engage in innovative co-branded activations around the world. “MoPlay are an innovative and dynamic company looking to further enhance our fans’ gaming experience,” said Arnold.


  • Continuing with Manchester United, Scotch whisky Chivas teamed up with the English team in a three-year global partnership. No financial details of the multi-year partnership were revealed but the deal will see Chivas’ range of whiskies made available throughout Old Trafford’s hospitality suites, while the company’s branding will be displayed on digital perimeter boards as well as throughout the stadium.

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  • Sina Sports90min announced a deal with Sina Sport to provide fan-driven international football content to the Chinese market and help Sina Sports attract and engage with “the next generation football fan.” In addition, with assistance from Sina Sports, 90min is one of the first foreign sports media to open and operate an official Weibo account. In order to service Sina Sport in its localized language, 90min has created a dedicated community team which curates and publishes all content in Chinese.



  • ESPN and ESPN+ locked in an exclusive, multi-year rights agreement in the US for Italian soccer league Serie A TIM. The deal will bring more than 340 matches per season to ESPN+. Most telecasts will air on ESPN and ESPN2, and the Match of the Week will also be available in Spanish on ESPN Deportes.


  • Telemundo Deportes hit the Premier League this week, detailing production plans as for its exclusive Spanish-language coverage. The Telemundo Deportes soccer expert team returns to provide play-by-play commentary led by Andres Cantor, Sammy Sadovnik, Copán Álvarez, Carlos Hermosillo and Manuel Sol.

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/983542117581516800/-qaNBZdk_400x400.jpgEnglish Premier League Manchester City inked a multiyear deal with dating app Tinder. This is the app’s first promotion in the sports market. Tinder is also partnering with Major League Soccer’s New York City Football Club.
  • Jake Reid has been named Sporting Club CEO and President of the Sporting Kansas City. Reid assumes his new role having served as Sporting KC President since January 2016. He joined the organization in 2010 as the Vice President of Ticket Sales and Service before his promotion to Chief Revenue Officer in 2012.
    “It’s as much about representing Kansas City as it is about representing Sporting. We’re still the second smallest market in MLS, but we feel like we’re punching way above our weight class, which is a great representation of our city,” Reid stated.
  • The USL has expanded its broadcast agreement with ESPN for the 2018 and 2019 seasons. The deal includes bringing more regular-season games to linear channels and making ESPN+ the league’s streaming subscription service in the US. There will now be six USL regular season games and the 2018 USL Cup aired on linear networks.

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  • NBC SportsNBC Sports’ broadcast of Manchester United’s win over Manchester City in the Manchester Derby, brought together a Total Audience Delivery average of 1.72 million viewers across all platforms. This represents the most-watched Premier League match in US history, according to Nielsen and Adobe Analytics. NBC delivered 1.35 million viewers, with 309,000 on Telemundo, and an Average Minute Audience of 59,800 across NBCSports.com and the NBC Sports app.
  • Italian team Roma agreed on a new back-of-shirt sponsorship deal with Hyundai, according to a report in Roman daily Il Tempo. According to the newspaper, the deal will run for three years, with a US$4.3 million-per-season contract. The club will have to end its two-year official car partnership with Volvo a year early.
  • Kathy Carter
    Kathy Carter

    Major League Soccer and Soccer United Marketing have announced that SUM president Kathy Carter is departing her role. Carter had been SUM president, which oversees the commercial arm of MLS and other soccer properties, since 2010. Recently Carter lost against runner-up Carlos Cordeiro to become U.S. Soccer president.
    “My time with SUM and MLS has been deeply meaningful – building and expanding the game has been my profession and my passion. I will remain a huge supporter of MLS and US Soccer and will be cheering loudly from the stands for our clubs and players,’ Carter stated.

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!

What: Alexis Sanchez leaves Arsenal for Manchester United instead of Manchester City.
Why it matters: For better or worse, Sanchez’s contract with Manchester United places him near the top of football world’s highest earners.

Sanchez Chooses United


After months of speculation that go back to the start of the summer transfer window Chile international, Alexis Sanchez, has finally left Arsenal Football Club. But not for Manchester City, the club who once valued him at £60 million during summer negotiations.  Instead Sanchez signed a mega deal with City’s rivals Manchester United. Sanchez to City was all anyone could talk about in summer. It wasn’t a question of ‘was it going to happen?’ Rather it was one of ‘when was it going to happen?’ And when it didn’t happen in the summer, it was assumed City would just go back in for their man in the winter. They did, this time valuing the Chilean at £20 million due to the time left on his current contract and unwillingness to be an Arsenal player. United also valued Sanchez at £20 million. So why the Red Devils over the Citizens? Simply put, United’s £20 million meant a whole lot more than City’s.


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What One Sanchez Costs


The details of Sanchez’s contract are staggering to say the least: The Chilean forward will earn a £350,000-a-week wage plus an extra £100,000 a week for image rights over the course of a four-and-a-half-year contract.  He will also receive £7.5 million a year for four years as a signing-on fee. In addition to paying £20 million for Sanchez, United also gave the unwanted Henrikh Mkhitaryan to Arsenal. Lastly, United paid £15 million to Sanchez’s agent Fernando Felicevich.


Sanchez’s contract makes him the highest paid player in the English Premier League. His wages soar high above United legend Wayne Rooney, who was on £300,000 pounds before he returned back to boyhood club Everton this past summer. Unprecedented in the Premier League, Sanchez’s wages are similar to the salaries of players in Spain’s La Liga, or the Chinese Super League. The next highest paid player in the EPL is United’s Paul Pogba who is on £290,000 a week. Sanchez will be making more than five-time Ballon d’Or winner Cristiano Ronaldo.


The Possible Impact of This Move


While the contract is fantastic for Sanchez, especially at his age, it could be a little unsettling for his new teammates and other players in the league. Sanchez had his best season in the league last year scoring 24 goals for Arsenal. Yet we are halfway through this season, and he has only netted seven times. His wages are bound to have a ripple effect on players who feel they are performing as well or better than Sanchez. City’s manager, Pep Guardiola stated City pulled out of the deal in order to preserve the “stability of the club.”


Sanchez has firmly held that his decision to go to United was not one motivated by money, but an attempt to make a dream come true. There is no question that he will have that opportunity. However, can he do it under the massive amount of pressure his new contract has put on him?


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Soccer’s popularity in the United States and the rest of the world has given rise to an alternative new business that has mushroomed in the last three years: soccer summer camps and soccer academies.

Teams such as FC Barcelona, German club Bayern Munich, and British clubs Arsenal, Liverpool, and Manchester United, are the first seeking to set up US outposts through football academies, which enroll about 300 children each year at an average cost of $2,000 each.

FC Bayern and Global Premier Soccer (GPS) have an extensive youth partnership that brings the knowledge and expertise of FCB’s notable Youth Academy. The partnership, which began in 2014, aims to grow the level of the game in North America, bringing the FC Bayern coaching philosophy and curriculum to now over 85,000 children and 6,000 coaches into 101 soccer clubs in over 22 states.

FC Barcelona, one of Europe’s most popular teams, has 25 academies and dozens of summer camps in more than 60 countries on five continents, which together enroll more than 30,000 boys and girls each year. They represent small regiments of brand loyal consumers who will further expand the team’s fan base among their close circles of friends and family.

Luis Ramón Carazo
Luis Ramón Carazo. (Photo: Twitter)

In the US, Barça got its start with camps run by the ISL Futbol company. Nowadays, the club has a presence in 25 cities, four of them with academies for kids ages 6-14.

Increasing merchandising sales for their clubs is the big draw for teams looking to establish a presence among their younger sports fans, said Luis Ramón Carazo, sports business specialist and columnist for Mexican newspaper Reforma. By increasing brand recognition and engagement, clubs increase their sales of team-related merchandise, such as jerseys.

Increasing merchandising sales for their clubs is the big draw for teams looking to establish a presence among their younger sports fans

In addition, the strategy helps clubs find talent at an early age and develop young soccer talents who have the potential to become future professional soccer players.

Alex Isern
Alex Isern, Director of ISL Futbol. (Photo: LinkedIn)

In addition to enrollment income, the soccer camps and academies welcome sponsors looking to establish a presence on the pitch and make activations. “The sponsors are the same ones who’ve signed on with the club in each region. In the US, we have the support of Gatorade, Gillette, and Black & Decker,” said Alex Isern, Director of ISL Futbol.

The sponsors are the same ones who’ve signed on with the club in each region. In the US, we have the support of Gatorade, Gillette, and Black & Decker.

“FC Barcelona has one of the most important sports brands, with millions of fans around the world. In addition, it has a highly recognized training method, not only for its sporting successes, but also for the values it instills”, said Eduardo Celorio, Director of FCBEscola, Mexico.

A multinational future

In the long run, having foreign soccer stars playing on European teams increases the TV rights paid by international broadcasters, explained Carazo. “In Mexico, for example, we follow Bayern because Javier ‘El Chicharito’ Hernández plays for them.”

European teams are also training their sights on Asia, to countries such as the United Arab Emirates, Japan, and China. Latin America is not far behind, with Brazil and Colombia among the countries where FC Barcelona has already inaugurated its first soccer schools. Mexico will be next, with the arrival of its first soccer academy slated for September 2018, stated Celorio.

The new “Early Morning Classic”

The European influence on American soccer is evident. The International Champions Cup, previously known as the World Futbol Challenge, is the most important international friendly tournament in the world. It has already created a new soccer classic: Barcelona vs. Real Madrid, which will be held this year on July 29th in Miami.

Tickets for the “Early Morning Classic,” as it known in Spain because of the early morning match time in that country, went on pre-sale in March at $125-$500 each, and sold out within a few days. Resale prices for the tickets go from $500 to almost $3,000 each.

Text written by Gabriela Gutiérrez M. @gabytronica

Feature image: sxc

What: English soccer team launched MUTV, an app to let worldwide fans watch live games through streaming.
Why it matters: MUTV is already available in 165 countries for Manchester United’s 659 million followers to live stream their games for a monthly subscription fee, which varies by country.

Limited only to fans outside the U.K., Manchester United launched this week its most recent app, MUTV. Available in Apple Store and Google Play, the app will give the team’s followers access to 24/7 live stream and on demand MUTV content.

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Followers will be able to get live radio coverage for every Manchester United game in the Premier League, FA Cup, EFL Cup and European competitions. Press conferences, interviews and analysis on studio shows will also be available, as well as any live game or repetition, on the field and behind the scenes.

With a lock on U.K. users due to license restrictions with the Premier League, the app’s goal is to keep international fans tuned and close to the team around the clock.

Out in more than 160 countries, prices vary from one location to another raging from $1.99 to $7.99, depending on the content you choose, regular or premium.

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

  • Bulova – Global

Bulova, the timepiece and clock manufacturer, has chosen The San Jose Network as its AOR in Latin America . The agency has precense in 21 countires in Latin America and 36 markets. The agency will be in charge of implementing the global campaign of Bulova in the region.  Bulova has launched a global campaign as sponsor of the Manchester United.  The company has been named Manchester United’s official timekeeper and global partner earlier this year.

Football stars such as Wayne Rooney and Javier Hernandez are to star in an integrated marketing campaign. Speaking about the three-year sponsorship agreement, Vice-president of marketing at Bulova, Eric Hofmann, said the partnership was a “tremendous opportunity” to grow the brand internationally. “When searching for a partner that truly resonated on a global scale, we recognized Manchester United as a perfect fit.”

  • Mediacom – Dadone – Spain

Mediacom´s Group M has won the Dadone account for all Europe after a pitch. The agency will be in charge of the media buying and planning of all departments of the brand.

  • ARS DDB – Farmatodo – Venezuela

Farmatodo has chosen ARS DDB to work as its agency of record in Venezuela. The agency will be in charge of all the communication strategy and implentation.

  • Shackleton – Kelisto.es – Spain

The agency will be in charge of the Kelisto.es campaign in Spain. The campaign will be feature in the TV, radio and digital media in the country.

  • The Blend – US – Spain

Diluvia and Noline has merged to create The Blend. The agency will be managed by Juan Mariano Mancebo, Paco Segovia, Rosa Gonzalez, Hernan Goñi, Andres Linares and Miguel Angel Torres. The new agency will have offices in Miami and Madrid targeting the Spanish speaking world.