soccer sponsorship


Budweiser to Sponsor the NWSL in a multi-year deal. Here you’ll find a weekly summary of the most exciting news in soccer marketing. If you’re trying to keep up, consider this your one-stop shop.


  • The National Women’s Soccer League (NWSL) and Budweiser signed a multi-year deal. The beer brand will get granted naming rights to the play-offs, the championship, the MVP trophy, and a newly created ‘Most Valuable Supporter’ award. Budweiser is the competition’s first official beer sponsor. “Becoming the official beer sponsor of the NWSL is our way of not just supporting the US women’s team once every four years, but also supporting women’s soccer every single day,” said Monica Rustgi, Budweiser’s vice president of marketing.

  • The 2023 Women’s World Cup could go from 24 to 32 teams, according to Gianni Infantino, president of Fifa. He also wants to double the prize money to US$60 million. “I want to expand the tournament to 32 teams. We will have to act quickly to decide if we are to increase it for 2023. If we do, Budweiser to Sponsor the NWSLwe should reopen the bidding process to allow everyone to have a chance or maybe co-host. Nothing is impossible,” Infantino said.


  • Nike was the most-discussed brand on Twitter during the FIFA Women’s World Cup globally, according to the social media’s data. Budweiser and Visa came second and third.


  • Allstate locked a multi-year partnership as official sponsor of the U.S. Men’s, Women’s (NWSL) and Youth National Teams. The deal is headlined by Allstate’s presenting sponsorship of the U.S. Women’s National Team five-game Victory Tour. The tour begins Aug 3 when the USA hosts the Republic of Ireland at the Rose Bowl in Pasadena, carried on ESPN2. Also the U.S. Soccer Development Academy has designated Allstate exclusively as the Official Insurance Sponsor of U.S. Soccer, running through 2022.

European Soccer

  • French team Paris Saint-Germain (PSG) is teaming up with Finnish game developer Supercell, to expand their esports division. PSG will set up their own team for Supercell’s latest game, Brawl Stars. The game developer is currently the official gaming partner of the PSG. “Our two brands share the same global ambition and a young and dynamic identity that appeals to a young audience,” said Marc Armstrong, PSG’s chief partnerships officer.


  • Real Madrid and Telefónica signed a partnership that will run until June 2023. Through this deal, Telefónica becomes the club’s technological integrator. No figures have been released for the new deal.

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Broadcasting Rights

  • ESPN got the U.S. English-language broadcasting rights for the Leagues Cup, a new international club competition between four MLS teams against four teams from Mexico’s Liga MX. The tournament starts with quarterfinals on July 23-24.


  • Manchester CityManchester City has teamed up with DAZN, to make the sports streaming subscription service their new official partner in Japan. DAZN will serve as the exclusive live host broadcaster for the English giants’ first ever game in the country against City Football Group (CFG) sister club Yokohama F Marinos on 27th July.


  • According to Uefa’s president Aleksander Čeferin, the European soccer governing body is in the talks with Conmebol to create an intercontinental “champion of champions” game. The game would see the winner of European Championships play against the Copa America champions. Collaboration would take place next year after Euro 2020.

U.S. Soccer

  • The Súper Clásico between CD Chivas de Guadalajara, and Club América returns to the United States this September. Celebrating Mexico’s Independence month, the Clásico will be played at the Soldier Field in Chicago on Sunday, September 8th. Univision Deportes will broadcast the match in the U.S. and Televisa in Mexico. Various activities around the greater Chicago area will take place leading up to the game; including team legends, official mascots, trophies, celebrities, musical performances.


  • Toyota USAToyota launches is launching its “Choose the Toughest Field” soccer campaign. “This campaign champions the relentless spirit of those unafraid to conquer even the toughest terrains, just like our Tacoma and Tundra trucks,” said Terry Sell, national truck manager at Toyota Motor North America. “From international to home field games, we’re looking forward to an exciting soccer season as we celebrate the determination and toughness of the game, its players and the fans.”


  • Captain Morgan has become MLS’ official spiced rum and exclusive spirits partner through 2022. The new deal names Captain Morgan as an official sponsor of MLS All-Star – taking place in just a few weeks in Orlando – Campeones Cup (August 14) and MLS Cup (November 10). “From New York to Seattle to Los Angeles, everything about Major League Soccer, its intensely passionate fanbase, the atmosphere at each match, and the exciting growth of the sport in the U.S. mirrors the energy that Captain Morgan stands for,” said Christina Choi, DIAGEO Senior Vice President, Rum, Gin & Tequila

We finally know who is hosting the Copa America Final. A summary of the most exciting news in soccer marketing. If you’re trying to keep up, consider this your one-stop shop.

Copa America
Foto via @CopaAmerica
  • Colombia will host next year’s Copa America final, according to the country’s president, Ivan Duque. Conmebol had previously announced that Colombia would co-host the tournament, but the location of the finals hadn’t been announced yet. Copa America is South America’s soccer flagship national team tournament; this is its 47th edition.

    “Copa America final will take place in Colombia, which has been one of the greatest desires of all of us,” Duque said at a public appearance. The game will be played at the Estadio Metropolitano Roberto Meléndez, in the port city of Barranquilla.


  • Major League Soccer will now accept gambling and liquor sponsorship, starting in 2020. Every team will now be able to sign deals with any licensed gaming and betting operators. The league’s revision of its commercial policy also includes accepting liquor sponsorships. The youth teams in the league or players younger than 21, though, won’t be allowed to wear jerseys with logos of sponsors promoting gambling or liquor.

Read also in Portada: Copa America: 100 Years of Soccer Passion

European Soccer

  • Premier League soccer club Arsenal and gaming developer Konami have extended their global sponsorship agreement for three more years. This means that Konami will remain the club’s official video game partner until at least June 2022. Arsenal will be featured in the eFootball PES 2020 game, including a 3D recreation of its Emirates Stadium, and club players

    In return, the company will have access to the Gunners’ first-team players and legends, as well as gaining an increased presence at match days and across the club’s media channels.

    “We are excited to work with Konami to further engage our huge global fanbase and give them the opportunity to experience the players, legends and Emirates Stadium so accurately within eFootball PES 2020,” stated Peter Silverstone, Arsenal’s commercial director.


  • Manchester UnitedAlso Manchester United has locked a deal with Konami to star in the company’s PES 2020 video game. As part of the deal, United midfielder Scott McTominay has been selected as an ambassador for the game, which is released in September.
    “We are excited to bring Manchester United into the eFootball PES series – renowned for its realism and control,” said Jonas Lygaard, senior director of brand and business development at Konami Digital Entertainment.


  • Paris Saint-Germain confirmed a long-term extension of their kit deal with Nike. Described as the biggest sponsorship agreement’ in their history, Nike will remain the club’s technical partner until 2032. The financial terms of the new contract have not been disclosed

    “The agreement represents a very important milestone, reflecting what the club has become on the global stage and the great ambitions we have for the future,” said PSG president Nasser Al-Khelaifi. “Nike has been the club’s most faithful partner and this deal shows its firm commitment to continue with us every step of the way for many years to come.

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LaLigaSpanish Soccer

  • Spanish soccer champions Barcelona teamed up with online platform Roblox, to showcase their new home kit for the 2019/20 season. Members of the platform will be able to play in various games as one of two avatars kitted out in the La Liga side’s new home shirt.


  • The return on investment via television for lead sponsors of clubs in Spanish La Liga summed US$33 million over the 2018/19 season, according to a study by sponsorship consultancy Strock. Real Madrid returned €3.36 million for Dubai-based airline Emirates, whilst Barcelona delivered €3.27 million for Japanese ecommerce firm Rakuten.


  • OTT service DAZN has locked the exclusive broadcast rights for the Copa Libertadores, Copa Sudamericana and Recopa Sudamericana in five markets through 2022. The deal covers Germany, Austria, Switzerland, Italy, and Spain and includes the ongoing 2019 tournament as well as the next three editions.


  • Turner Sports will stream matches from Liverpool’s pre-season tour of the US later this month, via its OTT service B/R Live and pay-TV network. The English soccer giants, who return to action following their recent triumph in the Uefa Champions League final, will feature in three matches in the US ahead of the 2019/20 Premier League campaign.


  • New Era Cap, the official on-field cap of MLS, has launched the New Era 2019 MLS Jersey Hook Collection. The collection allows fans to represent their team, whether they’re playing on their own field or on the road.

    The collection, available for all 24 teams, features the team’s logo on the front of the crown and the MLS logo on the back. A variety of defining team attributes, such as a mascot, establish date and slogan, are also embroidered on the right-side panel of each cap.

What: The Confederation of North, Central American and Caribbean Association of Football (Concacaf) announced that supplier of branded lubricants and automotive services Valvoline will be a key sponsor of the 2019 Concacaf Gold Cup. We talked to Tim Ferrell, Valvoline Vice President, Brand Equity & Consumer Marketing, about why the brand decided to sponsor this specific soccer tournament.
Why it matters: This year’s Concacaf Gold Cup has grown significantly since the last edition, in 2017. This time we’ll see with more nations, more host countries, and more stadiums.

Click here to view in full size

Click here to view in full size

The Confederation of North, Central American and Caribbean Association of Football (Concacaf) is changing the rules for the 2019 Concacaf Gold Cup. With more participating nations (16 up from 12 in 2017), more host countries (three, including first-ever matches in Costa Rica and Jamaica), and more stadiums (17 up from 14 in 2017, eight of which are in contention to become a 2026 FIFA World Cup venue), the Gold Cup is aiming higher than ever.

More than 20 brands from across categories have signed on to be part of the international competition, which will feature the U.S. and Mexican men’s national teams and will be broadcast in Spanish exclusively on Univision Deportes. Valvoline, an American branded lubricants and automotive services supplier, is one of the brands that have signed a partnership to sponsor this edition of the confederation’s championship.

Within the U.S., 15 venues will host matches across 13 cities including Denver, Kansas City, Los Angeles, Minneapolis-St. Paul and New York. The knockout rounds will be played in Houston, Nashville, Philadelphia, and Phoenix, and the final will take place at the Soldier Field stadium in Chicago on July 7.

“We wanted to be a part of it”, Tim Ferrell, Valvoline Vice President, Brand Equity & Consumer Marketing, told Portada during an exclusive interview. 

Portada: Why was Concacaf the right fit for the sponsorship?
Tim Ferrell: “Soccer is the most watched sport in the world. The Gold Cup has more than 44 million viewers in the U.S. across the tournament and more than 75 million worldwide.  This is a very passionate fan base and there’s a crossover between this audience and the Valvoline consumer.  So we wanted to be a part of it – the excitement, the energy and have the opportunity to share our message with fans.”

The Gold Cup has more than 44 million viewers in the U.S. across the tournament.

Portada: Who is the key market you are looking to reach through the Concacaf Gold Cup?
TM: We want to reach both the general market and Hispanic consumers who are automotive DIYers.

Portada: How relevant is the Hispanic and multicultural market to Valvoline?
TM: “The Hispanic consumer is and always has been very important to Valvoline. We have a long history together embracing the DIY lifestyle”

ValvolinePortada: What actions will the sponsorship include?
TM: “We’re going to be a part of it all— stadium signage and announcements, digital display advertising, social media, on-site activation. We’re also amplifying our presence with broadcast television on national broadcasters Univision Deportes and Fox Sports.”

We’re going to be a part of it all.

Portada: Why did you specifically decide to present your sponsorship through the “High Mileage Stats of the Game” digital platform?
TM: “Valvoline created the first High Mileage motor oil. We created the category. We want consumers to know that. This was a fun way to make that message part of the matches themselves. Those guys cover a lot of ground. The vehicles with engines protected by Valvoline High Mileage oil do as well.

This was a fun way to make that message part of the matches themselves.

Portada: How will you measure the success of this partnership?
TM: “We look at a lot of things: how many DIYers we can reach, the fit between our brand and soccer fans, how well our presence is received by fans, increase in consideration and lift in sales.

Portada: In more general terms, how do you see soccer’s growth in the U.S.? Do you believe the sport will keep attracting more brands and sponsorships in the coming year? Why?
TM: The popularity of and interest in soccer is certainly on the rise in the U.S. We assume results in the continuing interest in brands considering a presence in soccer. For us, it’s more about finding the right fit with the right consumer. Many passionate soccer fans are also passionate DIYers.


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

  • Visa and Canada’s TSN, host to the FIFA Women’s World Cup, locked a partnership through which the network will produce custom content airing throughout the tournament, as well as digital and social media executions featuring Canadian Women’s National Team captain and Team Visa athlete Christine Sinclair.


  • Bill FoleyBill Foley, owner of the National Hockey League’s (NHL) Vegas Golden Knights, confirmed interest in leading a bid to bring a Major League Soccer (MLS) expansion franchise to Las Vegas, to play at a renovated Cashman Field, home of the United Soccer League’s (USL) Las Vegas Lights. “I’m very interested in this and we are working on making it happen,” Foley told the Review-Journal. “I think soccer is the new football for many parents who don’t want their children playing [tackle football]. I think we could be just as successful with soccer as we have been with hockey. We have all the infrastructure in place to make it very successful.


  • FOX Sports broadcast all 52 2019 FIFA Women’s World Cup France matches in 4k. This is the first time 4K content to be offered in the FOX Sports App.

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  • Following the 2019 Women’s World Cup Fifa, Fifa confirmed its means to negotiate increased prize money for women’s national soccer teams. The news comes after the Professional Footballers Australia (PFA) called on Fifa to offer the same amount of prize money for teams at the Women’s World Cup as it does in the men’s tournament.


  • Orlando City SCMLS team Orlando City has signed a deal with timeshare and holiday rental company Exploria Resorts, to become the franchise’s first naming rights partner for their home stadium. The 25,500-seat seat arena, also home to the National Women’s Soccer League (NWSL) side the Orlando Pride, will now be called the Exploria Stadium and sees the company secure signage, banners, kiosks, and booths throughout the venue. Financial details of the partnership have not been disclosed.


  • FOX Sports’ FIFA Women’s World Cup Now will live stream on Twitter, co-hosted by Karina LeBlanc and Aaron West. The company said each match will have its own dedicated page, featuring multiple timelines for top commentary and the latest tweets, as well as live video from publishers covering every, shot, save, and goal.

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  • Women’s soccer fandom is mainly driven by Hispanics, with more than half (58%) describing themselves as fans of women’s soccer compared to 39% of non-Hispanics, shows a new “La Ola de la FIFA” study commissioned by NBCUniversal Telemundo Enterprises in a partnership with Horowitz Research. NBCUniversalstates that. 24% of Hispanics consider themselves as die-hard fans compared to just 6% of non-Hispanics. 51%of Hispanics and 35% of non-Hispanics (and 35%, feel that in the next five years, the FIFA Women’s World Cup will be equally as popular as the Men’s FIFA World Cup.


  • Grey Argentina partnered with Telemundo on a campaign centered around the slogan: “If they fought so hard to get here, watch what they’ll do to win the Cup,” in the context of the FIFA Women’s World Cup. “We are extremely proud of the work we did for the joint campaign we developed with Grey.  It has allowed us not only to promote the FIFA Women’s World Cup but also to show our audience the reality behind many of the players we see excel on the field,” stated Karen Barroeta, Senior Vice President for Marketing and Creativity at Telemundo Networks

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

  • UEFASoccer governing body Uefa has launched ‘Time for Action’, a dedicated women’s soccer strategic framework that aims to double the number of female players by 2024 to 2.5 million. The strategy will include investing in programs from grassroots to a professional level and an overarching aim to change the perception of women’s soccer on the European continent. Uefa hopes to double the reach and value of the Women’s Champions League and Women’s European Championship.


  • BeIN Sports has locked exclusive rights to this year’s Copa América in Brazil, in 27 international markets. The deal includes South America’s international soccer tournament broadcast in Australia and New Zealand, in addition to contracts in France and the Middle East and North Africa (MENA) region, which were agreed earlier in the year.


  • Real Madrid has been named the most valuable soccer brand in the world, according to Brand Finance’s annual report. Real Madrid’s brand value increased by 26.9 percent from 2018 to 2019 and is now worth more than US$1.79 billion.

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  • ESPN is “stacking up global soccer” for ESPN+, its over-the-top (OTT) platform, according to executive VP of programming and scheduling, Burke Magnus. Launched in April 2018, ESPN+ has more than 2 million subscribers and is looking to quickly grow its portfolio of global soccer rights in the US.


  • PorschePorsche has become Los Angeles FC’s official premium luxury automobile partner on a multi-year deal. As part of the agreement, Porsche has acquired the naming rights to the directors’ box at LAFC’s Banc of California Stadium. “We’re delighted to welcome Porsche to the Black & Gold family. Porsche is an innovative and forward-thinking automotive brand and we look forward to working together,” stated Tom Penn, LAFC president, and co-owner.


  • Real Madrid is extending its sponsorship deal with betting company Codere until the end of the 2020/21 season. The Spanish gambling firm has been the club’s official betting partner since 2016.


  • The Spanish Football Federation (RFEF) is bringing its kit supply contract for the country’s national teams with Adidas to an end. The contract between the pair currently runs until 2026 but the RFEF has decided to revoke its agreement with Adidas seven years early. In a statement on the body’s website, the RFEF said: ‘The conditions that were agreed upon when it was signed years ago do not meet the criteria of legality, transparency, and fairness that the RFEF considers minimally acceptable.’

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

  • La Liga has announced that its club revenues increased 20.6% during the 2017/18 season to reach a record US$5 billion. This represents the Spanish league’s best financial results in its history. La Liga’s gross operating profit reached US$1.1 billion while operating profit was US$364 million. La Liga attributed the double-digit revenue increase to a significant uptick in sponsorship revenue and revenue from player transfers.


  • adidasAdidas has extended its sponsorship with Real Madrid, to continue as the club’s official kit supplier until the end of the 2027/28 season. Financial details of the extension were not disclosed, but it has been previously reported Adidas would pay a guaranteed US$1.2 billion over the duration of the deal, making it the most lucrative kit deal in soccer history.


  • Telemundo Deportes released its complete game broadcast schedule for the Women’s World Cup, which includes all 52 matches airing live, including 21 matches on Telemundo. The broadcaster will be doubling the 2015 coverage, marking the most-ever Women’s World Cup matches on Spanish-language television.

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  • The United States Soccer Federation (USSF), has sealed a multi-year extension with its official ticketing partner Ticketmaster. As part of the extension, Ticketmaster will roll out its new identity-based ticketing platform, Presence, which is set to be installed in more than 500 venues by the end of 2019.


  • Copa America has signed a content deal with Facebook to produce behind-the-scenes content for all 12 teams this summer. The partnership will allow official tournament profiles on both Facebook and Instagram to produce content from training centers, hotels, and team transportation. “This agreement will enable the production of unique content that will bring all football fans behind the scenes of the world’s oldest national team tournament and some of the top stars in today’s football,” said Thiago Jannuzzi, competition general manager at Copa America.


  • LaLigaLa Liga is still exploring the possibility of having a game in the US, as part of its plans to grow internationally, said Keegan Pierce, the league’s UK and Ireland delegate. The Spanish soccer body signed an extensive 15-year deal with US entertainment company Relevent Sports back in August 2018 to roll out a number of initiatives in North America, including the potential to stage a regular season match in the region.


  • Univision Deportes has established a new broadcasting record during the broadcast of Champions League’s 4 semifinal games. 705,000 people tuned in to watch the games; this is the largest audience for a Champions semifinal game to date. This is the first time since 2013, that a Spanish broadcast of the semifinals exceeds the English ones.

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  • FOX Sports reports that Sunday’s US Women’s National Team friendly game against South Africa saw a 12% uptick over last year’s comparable match, generating 705,000 viewers. On the company’s digital platforms, the average minute audience was up 40%.


  • https://pbs.twimg.com/profile_images/686974751508697090/IlX_mDKP_400x400.jpgUS Club Soccer inked a partnership with DICK’S Sporting Goods to serve as the org’s Official Sporting Goods Partner. “We are thrilled to enter into this strategic partnership with US Club Soccer,” adds Mark Rooks, Vice President of Relationship Management & Community Marketing of DICK’S Sporting Goods. “We stand with US Club Soccer’s commitment to developing young athletes both on and off the field.”


  • MLS will become the first pro sports league to feature a dedicated channel as part of Pluto TV’s offering of linear, curated channels, courtesy of a new agreement with the channel set to showcase soccer content, classic matches and more. “Major League Soccer’s agreement with Pluto TV offers fans a new way to experience the game and interact with our high-quality content,” said MLS Senior VP of Media, Chris Schlosser.


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

  • Spanish Atlético de Madrid will face the best in MLS in the 2019 MLS All-Star Game presented by Target, played at Orlando City Stadium on July 31and televised domestically on FS1 and UniMás in the U.S., on TSN and TVA Sports in Canada, and in more than 170 countries around the world. “The atmosphere in Orlando will be intense and memorable when Atlético de Madrid takes on the MLS All-Stars,” said MLS Commissioner Don Garber.  “Atlético de Madrid joins the list of the many prominent clubs in global soccer to play in our midseason showcase, and we know the passionate supporters that make up The Wall and the rest of Orlando City Stadium will provide a distinctive home-field advantage for the MLS All-Stars.”


  • VisaVisa presented its global marketing campaign for the FIFA Women’s World Cup France 2019. The campaign is titled “One Moment Can Change the Game” and designed to amplify “the meaningful moments women are creating on and off the pitch, whether it be inspiring athletic greatness on the field, influencing business outcomes in the boardroom or driving economic impact at home and across industries.”


  • England’s women’s national soccer team locked deals in the past few months with sports drink giant Lucozade, beer brand Budweiser and health and beauty retailer Boots UK, and Lewis. England’s Lionesses got more interest from publishers and brands for this summer’s Fifa Women’s World Cup than the men’s team received for the male equivalent in Russia, according to Georgina Lewis, head of marketing at the Football Association (FA).

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  • HBO got hold of the exclusive US television and streaming rights to the feature-length film Diego Maradona. Drawing on more than 500 hours of never-before-seen footage from the Argentine icon’s personal archives, the documentary debuts Sept. 24 at 8p. Asif Kapadia will be executive producer and director.


  • Univision DeportesUnivision Deportes announced a rebrand, evolving its multi-platform sports brand and cable network into ‘TUDN’. Under the TUDN brand, “Univision will continue to deliver more live soccer than any other U.S. media company while offering a richer and more engaging experience through new world-class programming, all-star talent and enhanced production capabilities,” according to the announcement, debuting this summer and debuting in Mexico simultaneously as part of a collaboration between the sports divisions of Univision and Grupo Televisa.


  • beIN SPORTS USA and HC2 Network announced a partnership with Azteca America, to represent media sales under one unified force in the United States. This marks a television network milestone as Azteca America leads media sales for beIN’s English and Spanish-language TV channels to cover advertisers and clients under one umbrella on an exclusive basis – including beIN SPORTS, beIN SPORTS en Español, and beIN SPORTS CONNECT, the live streaming platform.


  • Allstate has recognized 100 of the top high school soccer players in the country for their on-field achievements, naming them as 2019 Allstate All-Americans. These players will join the 150 standout teens previously named to the list after the fall soccer season. These final 100 players will complete the full list of 250 players representative of every state in the country.

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  • Ramón Loarte, Sevilla’s chief marketing officer explained the Spanish league was late to recognize the value of marketing to an international audience but is now focusing on growing its audience around the world. “Honestly, I think we all have been very lazy understanding that the Spanish league is worldwide,” Loarte said Tuesday, comparing La Liga with England’s Premier League.


  • AXAEnglish soccer team Liverpool and AXA have extended their partnership, which makes AXA the team’s official training kit partner from the 2019/20 season. The Premier League club initially struck a four-year deal with AXA in 2018 which saw the insurance firm become a global partner, with the expanded contract covering three years until the end of the 2021/22 season, according to the Liverpool Echo.


  • Patrick Lowe has become La Liga’s new North American head of sales. Lowe will lead on all commercial efforts in the US and Canada across a variety of properties, including digital and social content, experiential and events, and sporting development projects. Before this announcement, Lowe worked at La Liga’s headquarters in Madrid as the global partnerships sales manager.

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

  • FIFA.com en españolKarina LeBlanc and Aaron West will co-host FOX Sports’ “FIFA Women’s World Cup Now” live on Twitter every matchday, from its Paris studio. From June 7-July 7, FOX Sports will produce and stream the show on Twitter via the @FOXSports and @FOXSocceraccounts. “We want FIFA WOMEN’S WORLD CUP NOW to be bold, dynamic and interactive,” said David Katz, Executive Vice President of Digital for FOX Sports. “Karina and Aaron are the perfect ambassadors to engage, inform and inspire the millions of fans who will tune in to this global celebration of soccer.”


  • Saudi Arabia has been put on the US government’s Priority Watch List amid ongoing pressure from several national sports bodies and international broadcasters to bring down the pirate broadcaster BeoutQ. Two reports have been released by the Office of the United States Trade Representative (USTR), condemning the Saudi-based piracy operation, and call out the country for its failure to protect intellectual property (IP).


  • The United Premier Soccer League (UPSL) announced a sponsorship deal with safety technology company Reovo Hg, to provide a safe playing environment for every UPSL player. As part of the sponsorship, every UPSL team will have access to Reovo’s product line and reduced pricing, and UPSL members can go to reovohg.com/upsl to access a special league-only offer.

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  • Huawei TechnologiesDAZN signed a three-year partnership with Huawei to distribute part of its Spanish sports rights via the tech company’s mobile platforms. The agreement includes coverage of the Premier League among other sports. Subscriptions to the service cost €4.99 (US$5.60) per month.


  • Twitter has expanded its content deals with the Major League Soccer (MLS) as part of a new line-up of video programming. The agreement will see North America’s premier soccer league continue to provide the platform with live and on-demand content each week, including every goal of the season, until 2022. The move also means select live matches in English will continue to be broadcast on Twitter via the official MLS and Univision Deportes handles. “Our collaboration with Twitter has proven to be a highly effective vehicle to connecting with fans in innovative ways and bringing our teams and world-class athletes to new audiences,” said Chris Schlosser, senior vice president of media at MLS.


  • Heineken launched a new video campaign, ahead of this week’s UEFA Champions League first Semi-Finals match – Tottenham vs. Ajax – featuring Andrea Pirlo pulling off the ultimate “Unmissable Moment,” by surprising local ZogSports athletes ahead of their rec soccer match. Pirlo warmed up with them, put their goalies to the test, and surprised them yet again with the UCL Trophy that’s on the line in Madrid this year. With the Champions League finals just a month away, Heineken and Pirlo teamed up to bring the trophy on a tour of NYC this week, as the futbol hype in America continues to grow.

  • TNT Sports LANielsen has reported that year one of the UEFA Champions League on TNT is averaging its most viewed domestic English language coverage ever, with 246k viewers tuning in each week. TNT garnered a 31% gain in viewership only for this month’s live match Quarterfinals telecasts vs. last year’s comparable coverage. Meanwhile, UEFA Champions League content on Bleacher Report and B/R Football’s social media accounts have combined to deliver more than 100 million Engagements and 260 million Video Views through the Quarterfinals, greater than any other domestic rightsholder.


  • Valvoline Inc. is the latest brand to sign on as a partner of the 2019 Concacaf Gold Cup soccer championship. Valvoline will serve as an official marketing partner of the 2019 Concacaf Gold Cup and underwrite the “High Mileage Stats of the Game Presented by Valvoline” digital platform, which will deliver unique statistics and infographics to fans throughout the tournament. “Valvoline shares our passion for the game and vision to provide an innovative and premium quality experience to fans as they interact and consume the best football in the region,” said Concacaf General Secretary Philippe Moggio.

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

  • Major League SoccerThe MLS has announced it will expand to 30 teams, up from the previously announced line of 28 clubs. “Professional soccer at all levels is thriving in the United States and Canada and we believe there are many markets that could support a successful MLS club,” MLS Commissioner Don Garber said in a league statement. “Expansion during the last 15 years has been enormously successful and a key driver behind the league’s continued rise, and we are pleased that some of the top business and community leaders representing great markets in North America are aggressively pursuing MLS expansion clubs.”


  • CBC Sports and MEDIAPRO Canada unlocked a partnership that will see live coverage of 20 games throughout the 2019 season of the new Canadian Premier League on CBC Sports platforms. CBC will broadcast exclusively 10 Canadian Premier League games, with an additional 10 games available via free live streaming coverage.


  • US Soccer and Major League Soccer signed a three-year partnership with meditation and mindfulness app Headspace. The app will annually provide thousands of app subscriptions to all U.S. Soccer and MLS athletes, coaches, and league and club staff to strengthen their mindfulness and meditation skills. As part of the deal, Headspace will conduct in-person introductory training sessions during U.S. Men’s and Women’s National Team training camps and at various MLS events.

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  • TwitchThe MLS has locked a deal with Twitch to live stream its 2019 Generation Adidas Cup academy tournament. Twitch will live stream 66 matches from the Generation Adidas Cup, an annual soccer tournament played between academies from the MLS and international academies, held at Toyota Stadium, in Texas, this week.


  • Titulares y Más, Telemundo Deportes’ Spanish-language sports and entertainment studio show, is expanding to a one-hour special edition throughout the FIFA Women’s World Cup France and Copa América Brazil, starting June 7. Running Monday-Friday at 11:35 pm and Saturdays and Sundays at 11 pm, the show will offer daily recaps and previews of both tournaments.


  • English Liverpool Football Club will play in a trio of venues in the USA as part of their 2019/20 pre-season preparations this July. Fenway Park in Boston, Yankee Stadium in New York City and Notre Dame Stadium in South Bend at the University of Notre Dame will see the club play. In addition, while in the USA, the club will also participate in key local community projects in each city.

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

  • LaLigaAccording to Brand Finance, La Liga is Spain’s eighth biggest brand. Using its brand strength score metric, a figure based on calculations regarding emotional connection, financial performance and sustainability, Brand Finance gave La Liga a score of 80.7 out of 100.


  • The US National Women’s Soccer League (NWSL) has locked a deal with Yahoo Sports to stream all its upcoming matches. The agreement will enable viewers based in the US to access every game from the 2019 NWSL season. Games will still be available on NWSLsoccer.com and on the NWSL app to fans outside the US.

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  • https://pbs.twimg.com/profile_images/1008675609411837952/kARoawLj_400x400.jpgPUMA has become LaLiga’s newest partner, after signing a multi-year partnership. Starting with the 2019/20 season, PUMA will produce the official match ball and other products for all games in Spain’s top-flight leagues: LaLiga Santander and LaLiga 1|2|3.

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

  • Minnesota United FCMinnesota United have signed a multi-year sponsorship deal with PepsiCo, making Pepsi the official soft drink partner of the team. The new deal makes PepsiCo the exclusive beverage provider at the club’s new Allianz Field. “We are excited to be partnering with such an iconic brand like Pepsi as we enter a new stage in Minnesota United history,” stated Minnesota United chief executive, Chris Wright. “This partnership is an important foundation to the exceptional food and beverage experience we are striving to create for all guests of Allianz Field.”


  • The Seattle Sounders have extended their relationship with healthcare provider CHI Franciscan to make it their official training jersey partner through 2020. “CHI Franciscan is excited to further our partnership with Seattle Sounders and together engage thousands of fans about the importance of living an active and healthy lifestyle,” stated Ketul J Patel, chief executive of CHI Franciscan. “The Sounders are role models in our communities and have been exceptional partners in health.”

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  • Victor MontaglianiVictor Montagliani will continue working as president of Concacaf during four more years, until 2023. “Football has become our total priority and that’s thanks to our togetherness as one Concacaf,” said Montagliani. “Thank you for your support to serve as president for the next four years.”


  • US nutritional foods manufacturer Luna Bar has donated US$718,750 to the US women’s national soccer team (USWNT) to compensate for the pay-gap between the country’s male and female professional players. “It’s ironic that one of the most popular sports in the world is still experiencing pay inequalities between women and men,” said Kit Crawford, co-chief executive of Luna Bar’s parent company, Clif Bar.

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

  • CasemiroReal Madrid’s defensive midfielder, Casemiro has become one of HyperX ambassadors. The player will use HyperX products while gaming and be featured in HyperX’s global advertising campaign “We’re All Gamers.”


  • Banking group Barclays will appear as the first title sponsor of English football’s Women’s Super League. According to the BBC, the deal, which will run through 2022, is valued at over $13.2 million and will see the top tier of women’s football in the country be renamed the Barclays FA Women’s Super League.


  • The Italian Football Federation’s (FIGC) formal off-field outfits will now be provided by Italian fashion brand Giorgio Armani, after signing a four-year deal. The deal will see Armani produce formalwear from its Emporio Armani range for the men’s, women’s and Under 21 national teams. “We are proud that Italian excellence like Emporio Armani has decided to link its brand to the Italian national football teams” FIGC president Gabriele Gravina said.

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  • BETCRISHispanoCosta Rica-based gambling company Betcris has signed a four-year sponsorship deal with the Mexican Football Federation (FMF) to become the official betting site of the Mexican National Soccer Team. “We thank the FMF for allowing us to be part of a select group of sponsors. With this sponsorship, Betcris.mx has established itself as one of the leaders of the sports betting and casino industry in Mexico. We are very proud to be able to support the National Team and, especially, the most passionate and unconditional fans in the world”, stated JD Duarte, Betcris CEO.


  • Spanish club La Liga has launched its own over-the-top (OTT) streaming service, becoming the first major European league to have its own OTT. LaLigaSportsTV will be available for free and will not show live La Liga games, but will include other content from Spanish soccer’s top flight such as match highlights and pre and post-match interviews. Fans outside of Spain will also be able to watch matches and competitions on demand once the live broadcast has ended, depending on local rights restrictions.

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-GermainParis Saint-Germain saw a decrease in sponsorship revenue during the 2017/18 season. Their latest financial report showed that PSG suffered a €14 million dip in sponsorship revenue from the previous season, falling from €108.1 million to €94.1 million, which represented a 13% drop.


  • Members of FIFA’s strategic and decision-making body voted for a new improved 24-team FIFA Club World Cup. The pilot edition will be played in June and July 2021, during the international match calendar slot that corresponded to the FIFA Confederations Cup. In addition, the soccer organization voted for the implementation of the VAR system at the FIFA Women’s World Cup France 2019.


  • South American soccer confederation Conmebol has chosen Argentina and Colombia to be provisionally co-hosts of the 2020 Copa America. Both South American countries will first need to meet the technical requirements laid out by Conmebol before they are confirmed as hosts. In a statement, Conmebol said that the 2020 tournament would bring “South American football closer to its fans.”

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  • Banco SantanderSantander extended its title sponsorship of La Liga for a further year. The partnership will continue until the end of the 2020/21 campaign. The partnership incorporates La Liga’s other competitions, including its second and third tiers, as well as La Liga Genuine, the league for people with intellectual disabilities, and the LaLiga Promises under 12 leagues. Santander and LaLiga will also continue their ProPlayer initiative, which provides soccer scholarships in the US to youngsters in Spain.
    “When we joined forces with the world’s best and most innovative bank, we knew that it would really help us with our internationalization efforts,” said La Liga president Javier Tebas.


  • For the first time, nine countries have expressed an interest to host the 2023 Fifa Women’s World Cup. Argentina, Australia, Bolivia, Brazil, Colombia, Japan, a joint Korean bid, New Zealand and South Africa are all officially taking part in the bidding process. The nine submissions mark the longest ever list of member associations at this stage of the process tournament since its inaugural edition in 1991.


  • Continental TireContinental Tire will return as the front of jersey sponsor for the North Carolina Courage in 2019. The brand’s logo will be featured on the front of both the home and away jerseys of the reigning NWSL Champions and Shield winners. “We are excited to continue our partnership with North Carolina Football Club in 2019,” said Travis Roffler, director of marketing for Continental Tire.  “This sponsorship strengthens our soccer platform and allows us to support the game of soccer right in our own backyard. We wish both teams the best of luck this year.”


  • MLS has become the latest league to lock a multi-year partnership with MGM Resorts International, which will become the league’s first official gaming partner. As part of the deal, Roar Digital, a joint venture between MGM and GVC, becomes the exclusive, official sports betting partner of MLS in addition to providing MGM Resorts and Roar access to enhanced MLS data for fans and sports betting customers.

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  • PUMALa Liga is looking to sign a new three-year partnership with Puma, as the league’s official ball from next season. According to reports in Spain, the deal will last until the end of the 2012/22 season with Puma reportedly paying close to US$5.6 million to take over from current suppliers, Nike, when the US sportswear brand’s extension expires at the end of the current campaign.


  • The Brazilian Football Confederation (CBF) has inked a media rights deal with Twitter for the 2019 Campeonato Brasileiro de Futebol Feminino. The contract affords Twitter exclusive rights to the league phase, as well as the quarter-finals and semi-finals, with the two-legged final possibly also to feature on the platform.


  • FIFA has announced the full line-up of the 20 participating countries that will participate at the first-ever FIFA eNations Cup. London has been chosen as the host city for the event, which serves as one of the major events in the EA Sports FIFA 19 Global Series with 20 national teams from all six confederations (CONCACAF, CONMEBOL, CAF, OFC, AFC, and UEFA) set to take part. The list of countries confirmed are Argentina, Australia, Brazil, China PR, Denmark, England (host country), Finland, France, Germany, Mexico, Netherlands., New Zealand, Norway, Portugal, Saudi Arabia, South Africa, Spain, Sweden, Russia, and the USA.

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

  • Liga IberdrolaMediapro has extended its deal for the Liga Femenina Iberdrola, Spain’s top division of women’s soccer, through 2022, the equivalent to a three-season contract. According to Rubén Alcaine, president of the Association of Women’s Soccer Clubs (ACFF), the deal is worth a total of US$10.1 million. “It’s a historic day, of absolute joy. It is the result of a lot of work. We have not left anything to improvisation and the result is this,” said Alcaine. However, the clubs’ body is currently at loggerheads with the Spanish Football Federation (RFEF) over the organization and commercialization of domestic women’s soccer.


  • FloSports announced a multi-year rights contract with FC Cincinnati. This represents its second deal with a Major League Soccer (MLS) franchise. In January, FloSports announced a similar deal with DC United.

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  • FC CincinnatiMLS team Atlanta United has announced a partnership with Knot Standard, which will officially provide pre-match and travel apparel for the team during the 2018 MLS Cup champions. This deal coincides with the opening of Knot Standard’s Atlanta-based showroom in May. The deal also allows the apparel brand to host a number of premium fan events during 2019. “The team has an incredibly loyal fanbase, and the players are known to be some of the most stylish in the league,” said Knot Standard co-founder and chief executive officer; John Ballay. “We are proud to outfit the Atlanta United team for the upcoming season.”

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.

  • BMWBMW is in talks with German team Bayern Munich to enter into a ten-year strategic partnership by 2025. Bayern board member Edmund Stoiber confirmed the discussions, telling Manager Magazin: “Both sides have already signed a memorandum of understanding last year.”


  • Nike signed a five-year partnership with Uefa, joining the European soccer’s governing body’s Together #WePlayStrong campaign, to help raise the profile of women’s soccer in Europe. Nike will become the exclusive official match ball supplier for the Uefa Women’s Champions League and the 2021 Uefa Women’s European Championship. “We are delighted to have such a prestigious global brand such as Nike, who are committed to equality within the sport and renowned for empowering female athletes all over the world,” said Nadine Kessler, Uefa’s head of women’s football.

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

  • TwitchThe MLS has locked in a one-year sponsorship deal with streaming platform Twitch. Through this deal, the MLS will start streaming the second season of their esports league in conjunction with EA Sports’ FIFA franchise, eMLS Cup, starting March. “FIFA is one of the main generators of the fans that we have,” MLS Digital Senior VP Chris Schlosser said, via an official statement. “If you look at it historically – radio built baseball, television built the NFL and NBA, and the internet is building soccer.”
    The partnership between Twitch and MLS could also include content outside of the eMLS Cup, featuring highlights or media produced by MLS teams, or clips of MLS games moving forward.


  • Univision Deportes announced it would broadcast 27 matches of the 2019 Major League Soccer regular season, this year, along with the MLS All-Star Game, two MLS Playoff matches, and the 2019 MLS Cup. Broadcast networks Univision and UniMas will both be home to MLS action this season, with most matches simulcast on Univision Deportes Network.

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  • MEDIAPROCanadian Soccer Business inked a ten-year “Official Media Partnership” with MEDIAPRO, which includes the global and domestic rights to the Canadian Premier League, and the global and domestic media rights to the Canadian Championship. MEDIAPRO will continue to work with CSB to contemplate all distribution opportunities, partnerships, and platforms that ensure the future success of CSB’s media assets.


  • USL and ESPN locked in a deal to bring every game of USL League One’s inaugural 2019 season to ESPN+, with the regular season kicking off the weekend of March 29-30. ESPN+ will stream a total of more than 700 games across the USL Championship and League One in the 2019 season.


  • Los Angeles-based mezcal label Mezcal El Silencio has been announced as a strategic new partner to the LA Galaxy and the team’s home stadium, Dignity Health Sports Park. The multi-year agreement makes Silencio the exclusive mezcal of both the multi-use sports stadium and the Los Angeles MLS team. Silencio is the first mezcal ever to strike a partnership of this kind with a professional sports team.

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!

  • FC CincinnatiFC Cincinnati has added three new corporate partners ahead of the team’s inaugural 2019 season in Major League Soccer. The club has signed new sponsorship agreements with Advocare, Heineken and Mike’s Carwash. The new partnerships were announced by FCC President and General Manager Jeff Berding during his “State of the Club” media roundtable at the club’s annual Media Day.


  • Italian soccer player Alessandro Del Piero confirmed being an owner of LA10 FC, a small soccer club based in Los Angeles. “After a period of anonymity (you know me, I like privacy), I decided to share this beautiful experience and give credit to the entire team for the amazing results they’ve achieved,” Del Piero wrote on his website. The former Juventus striker decided to go public after the team went undefeated this season to gain promotion to the highest level of the United Premier Soccer League (UPSL).

What: We talked to Jim Zabel, Marketing VP at Volkswagen about the brand’s integrated partnership with U.S. Soccer, making VW the presenting automotive partner to the Federation through 2022.
Why it matters: Volkswagen has committed to help U.S. Soccer with the league’s mission to make soccer the preeminent sport in the United States by increasing participation, developing world-class players, coaches, and referees, and increasing fan engagement with the sport.

Some time back, U.S. Soccer announced its goal to make soccer the preeminent sport in the United States. In mid-January 2019, the national soccer organization announced that Volkswagen of America (VW) would be key to making this happen with its commitment as the official presenting-automotive partner to the Federation through 2022.

How are they planning to make this happen? By increasing participation, developing world-class players, coaches, and referees; and increasing fan engagement around the sport.

As part of this historic partnership, Volkswagen branding will be put on training tops for all U.S. Soccer National Teams, including the Men’s and Women’s National Teams; all Youth National Teams; the Football 7-a-side, Beach, and Futsal National Teams; and training tops used by the U.S. Soccer Development Academy.

We talked to Jim Zabel, Vice President of Marketing at VW, about the recent partnership and VW’s marketing expectations.

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Volkswagen USAPortada: Why is U.S. Soccer the right fit for such a big partnership?

Jim Zabel: Volkswagen is a proudly American brand and we would like to use the U.S. national team partnership to broaden our appeal and showcase our SUVs to families all over the U.S.

Portada: Why is now the right moment for this deal? 

JZ: The US Women’s team is defending its World Cup championship. And the men are in a rebuilding phase. Soccer is the third largest participatory sport in the U.S., with many young families spending their weekends involved in the sport.

Also, soccer aligns with where we want to go as a brand: 32-percent of U.S. soccer fans are more likely to purchase an SUV in the next 12 months compared to the general population, and 32-percent are more likely to have participated in a carpool in the past seven days. Finally, soccer fans are affluent, digitally native, and millennial, and they represent a strongly diversified audience.

32-percent of U.S. soccer fans are more likely to purchase an SUV in the next 12 months compared to the general population.

Portada: How will VW leverage this partnership?

JZ: We get exposure from the logo being placed on all U.S. national team training apparel, at U.S. team events and with child escorts for the players. We can use soccer events for vehicle activations, ride & drives, and dealer opportunities. Volkswagen marks will be integrated into U.S. Soccer controlled marketing, social media, digital, and mobile; and we can leverage using a variety of platforms.

Portada: Which platforms will you use? 

JZ: All the usual ones: broadcast, digital and social media, along with broadcast media integration; grassroots and stadium events; ride and drives at the grassroots levels; and PR events, by using players and launch support.

The Portada Los Angeles Summit 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.

U.S. SoccerPortada: Where does soccer stand right now in the U.S. in terms of how attractive it is for brands to make marketing partnerships with it? 

JZ: VW owners have a very strong affinity for soccer. Soccer’s fan base is at least 10 years younger than fans of the NFL, MLB, and NHL, as well as college football audiences, and soccer is also the third largest participatory sport in the U.S.

Soccer’s fan base is at least 10 years younger than fans of the NFL, MLB, and NHL.

Portada: How will VW help U.S. soccer become the preeminent sport in the United States? 

JZ: The goal is to be the most-played, most-engaged, most-beloved, and most-respected sport. Volkswagen plans to help accomplish this by creating awareness to drive increased participation at the grassroots level (youth and adult); the brand’s support will go towards programs for developing players, coaches, and referees; and finally Volkswagen’s strong brand reach will capture more potential fans across the U.S.

Volkswagen’s strong brand reach will capture more potential fans across the U.S.


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

  • Don GarberDon Graber, MLS’ commissioner, will keep as the league’s head for five more years, until at least the end of the 2023 season. Garber’s last financial terms were reportedly worth as much as US$5 million annually. The details of the new agreement haven’t been disclosed.


  • Chile will be added to a joint South American bid to host the 2030 Fifa World Cup. Up to now, Argentina, Paraguay, and Uruguay already talked about their interest to host the soccer cup back in 2017. Now Chile is joining in. “A few months ago I join proposed to the presidents of Argentina, Uruguay, and Paraguay to incorporate Chile, and jointly, to apply for 2030,” president Sebastián Pinera posted on Twitter. “This proposal was accepted by the [other] three countries.”

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  • Scotiabank Concacaf Champions LeagueThe 2019 Scotiabank Concacaf Champions League will stream live in English on the Yahoo Sports app as well as at YahooSports.com.


  • Old Trapper Beef Jerky has become the presenting sponsor for the Portland Timbers’ 2019 preseason matches in Costa Rica and the Kino Sports Complex in Tucson, Arizona. Through this deal, the Old Trapper logo will be displayed throughout the 2019 season in the northwest corner of Providence Park. The beef brand will also participate in multiple on-site activation events, and an in-market promotion.

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.

  • Official Maui JimHawaiian sunglasses brand Maui Jim and Manchester United inked a multi-year partnership that will see the brand supply the soccer first team, academy and women’s teams with glasses from their sun and optical ranges. As part of the agreement, Maui Jim eyewear will now be available to fans in the Old Trafford Megastore.


  • Heineken USA has locked a multiyear agreement to become the official and exclusive import beer and cider of FC Dallas and Toyota Stadium. The deal includes Heineken USA becoming a Signature Partner of FC Dallas and a Founding Partner of the National Soccer Hall of Fame.

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

  • Kellogg CompanyMLS and Kellogg extended their multi-year partnership through 2020. Cheez-It® and Pringles® will remain the league’s official snacks, and Eggo® the official waffle. Kellogg’s will also be a key partner for eMLS – MLS’ competitive EA SPORTS™ FIFA 19. “We are proud to collaborate with Kellogg’s storied brands to deliver fun and engaging experiences for our ever-increasing fan base,” stated Jen Cramer, Major League Soccer’s Senior Vice President of Partnership Marketing. “MLS thanks Kellogg’s for their continued belief in our efforts to advance the game of soccer. We look forward to working with this historic American company for many years to come.”


  • English Premier League is thinking about launching its own Netflix-style streaming service. According to the Sunday Times, the OTT platform will be tested in Singapore, where the Premier League opened an office in January.

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  • SpotifyArgentinian soccer team Boca Juniors has teamed up with Spotify, to create its own playlist. Also, each of the team’s players compiled and shared their own playlist. This is the first time the online music platform partners with an Argentinian soccer team.


  • Uefa will launch its own OTT streaming platform in the next six months. The service will initially show women’s and youth soccer matches, as well as archive content and behind-the-scenes footage from matches. The Uefa Champions League will probably be streamed after 2021, because of the governing body’s existing contracts with broadcasters around the world. “We are fully aware that a revolution is under way and are in the process of agreeing on historic partnerships with the world’s leading companies in this field,” said Uefa president Aleksander Ceferin at Uefa’s annual congress in Rome.

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.

  • IntelIntel announced plans to deliver immersive experiences via Intel® True View at Emirates Stadium and the Etihad Stadium, together with Arsenal FC, Liverpool FC, and Manchester City Anfield. The new technology will allow Intel to capture every match element from every angle.


  • DAZN has presented a new multi-stream feature, for customers to watch up to four simultaneous live or on-demand matches on one screen. Called MultiView, the new feature is already available on fourth and fifth generation Apple TV devices to all DAZN subscribers in the US, Canada, Japan, Italy, Germany, Austria, and Switzerland. “DAZN is paving the way to a whole new sports watching experience,” said Ben Lavender, the company’s chief product officer.

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.

  • zulilyThe Seattle Sounders FC announced a new jersey-front sponsorship deal with online retailer Zulily. In addition to its new relationship with the Rave Green, Zulily is also partnering with National Women’s Soccer League side Seattle Reign FC. This is Sounders FC’s first new kit sponsor since joining the MLS in 2009. “When searching for our next primary kit partner, we approached the process thoughtfully and with considerations beyond merely the front of our jersey,” said Sounders FC Owner Adrian Hanauer.


  • Mediapro received the Spanish rights for the 2022 World Cup in Qatar, from FIFA. The Chinese media giant is planning on launching a dedicated 24/7 television channel to house its extensive coverage of the competition, which will include additional programming, analysis, news, interviews, training sessions, press conferences, and historic matches.

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  • Copa Libertadores 🏆BeIN Sports has secured a four-year media rights deal to Copa Libertadores and Copa Sudamericana club competitions, in the US and Canada through 2022. The matches will be broadcast on English and Spanish channels, as well as BeIN Sports Connect, the broadcaster’s streaming platform. “The new agreement and strong partnership with Conmebol allows us to further cater to our unique audience, evolving our coverage from the best of the weekend to now the best of the week with our robust broadcast commitment for these must-watch tournaments,” said Antonio Briceño, BeIN Sports’ regional deputy managing director.


  • Austin FC has become MLS’ 27th club, starting its pro season in 2021. The club will become the city’s first team in a major professional sports league, playing in a privately funded US $225 million soccer stadium at McKalla Place.


  • Univision has announced plans to feature a regular time slot for Liga MX Femenil matches on its platforms. The women’s soccer league will be shown on Monday nights during the 2019 Clausura schedule on UDN, which started on Jan. 21.

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!

  • Jacob & CoLionel Messi has signed a three-year partnership with watchmaker Jacob & Co. Together, the jeweler and Messi have created a limited-edition watch, known as the Epic x Chrono Messi, which is being sold at a retail price of US $28,000 each. Under the terms of the arrangement, Messi will work with the company on other projects in order to produce further limited-edition products.


  • The Chicago Fire Soccer Club and Motorola announced today a three-year partnership agreement, naming the Chicago-based mobile communications company the official jersey partner of the Club. “As a proud Chicago-based company, Motorola is thrilled to further our dedication to our hometown by teaming up with the Chicago Fire Soccer Club,” said Rudi Kalil, vice president, and general manager, North America at Motorola. “The Chicago Fire is the latest to join our roster of iconic Chicago sports partnerships. Much like Motorola, the Chicago Fire are forward-looking, agile and driven to win, which made this partnership easy to root for.”

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