soccer news


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

  • Gabriel JesusGabriel Jesus, Manchester City’s soccer star, has extended his personal endorsement deal with Adidas. The Brazilian player started the partnership when he was only 17 years old. The length of the extension nor the financial terms have been announced.


  • According to ESPN, we will soon see a cup competition between Liga MX and MLS clubs. The tournament would involve four teams from MLS and four from Liga MX, running in the second half of 2019.


  • Inter Miami FC has selected London-based KIN Partners as its exclusive sponsorship sales representation agency. KIN will be identifying and developing sponsorship opportunities for David Beckham’s MLS franchise. “Miami is recognized as a global city with a mix of wonderful cultures and we cannot wait to start working with both the vastly impressive ownership group and one of the most exciting properties in world sports today,” Matthew Kay, head of KIN, stated.

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  • Seattle Sounders FCThe Seattle Sounders have rebranded its United Soccer League (USL) side, as part of a collaboration with MLB team Tacoma Rainiers. The move to Tacoma sees the 2014 and 2015 back-to-back NWSL Shield winners rebrand as Reign FC. “The addition of Reign FC to Tacoma matters, and shows the power behind great partnerships,” said Tacoma Rainiers’ president Aaron Artman.


  • OTT streaming platform LaLigaTV has been renamed as LaLigaSportsTV as part of a strategic change. As part of a new three-year project, La Liga is looking to change the sponsorship model of the OTT service and increase its sponsorship revenues.

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.

  • North Intl. BankThe Atlético Madrid has signed a new sponsorship deal with Latin-American financial institution North International Bank (NIBank). The partnership will leverage NIBank’s license to develop and commercialize Mastercard and UnionPay International cards by using Atléti’s profile to boost the placement, use, and benefits of those cards. The key objective of the four-year deal is to strengthen and innovate North International’s Caribbean Bank brand through association with the La Liga club.
    “The purpose of developing payment instruments with the image of the Spanish football club is to strengthen the relationship with the Rojiblancos fans in the region,” stated Jordán Silva Tugues, NIBank chairman.


  • The Confederation of North, Central America and Caribbean Association Football (CONCACAF) announced a multiyear agreement with OEG Sports as its global master licensee and licensing agent for consumer products. The rights deal makes OEG Sports the first official and exclusive master licensee and licensing agent of Concacaf through 2022.


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

  • FC Bayern MünchenBayern Munich has reported a record revenue for the 2017/18 financial year. The team made a total of €657.4 million (US$747.9 million), combining both the club’s Bayern Munich AG stock company and the Bayern Munich Group. After taxes, the German champions net income totaled €29.5 million (US$33.6 million). “As well as the sporting success of last season where we won the Bundesliga and reached the latter stages of the Champions League, these results are the evidence that FC Bayern also had a good year on the financial front,” stated Karl-Heinz Rummenigge, chairman of Bayern Munich.


  • Real Madrid locked a deal with China CITIC Bank. As part of the agreement, the two entities will create a China CITIC Bank Real Madrid credit card, which will provide financial services to fans and the chance to win tickets to home games, at the team’s Santiago Bernabeu stadium. The partnership represents the club’s first of its kind in an Asian country.

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.  Felix Palau, VP Marketing, Heineken will discuss “How to measure ROI and transfer best practices between sports marketing platforms”. Other 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!

  • American ExpressParis Saint-Germain renewed its partnership with American Express. The financial services company will continue to offer its concierge service and to operate the hospitality zones of the Ligue 1 outfit’s Parc des Princes stadium. As an additional part of the agreement, American Express Platinum cardholders can purchase tickets at home games, as well as having the opportunity to attend special club events, including the opportunity to meet the team’s star players.


  • Mitel has become Liverpool’s official global unified communications partner, through a multi-year partnership. The English team will work closely with the technology company to enhance their fan experience by implementing cloud-based communication and collaboration solutions, enabling supporters to quickly connect with the club through voice calls and online. “We are always looking for ways to enhance the experience that we provide to our supporters,” stated Billy Hogan, managing director, and chief commercial officer at Liverpool.

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  • Coca-ColaParis Saint-Germain announced the renewal of its sponsorship deal with Coca-Cola until 2021.  “We are very proud to be one of the historic partners of Paris Saint-Germain and to renew our commitment to the club. Paris Saint-Germain is France’s favorite club and one of the most popular clubs in the world, something we have in common, always very close to our consumers. We love Paris, its prestigious club and its fans, wherever they come from. This partnership is very important for Coca-Cola, and our strategy of uniting, despite our differences,” said Francois Gay Bellile, President of Coca-Cola France.


  • The Houston Dynamo announced a new jersey sponsorship deal with the University of Texas MD Anderson Cancer Center. The multi-year agreement will feature cancer-prevention education, community outreach, survivorship celebrations, public service announcements, and philanthropic initiatives. This represents the first season-long cause-related jersey partnership in MLS history.