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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.

  • DeloitteDeloitte has published its 22nd annual edition of the Football Money League. According to the consulting company, Real Madrid was the world’s highest-earning soccer club during the 2017/18 season, with a total of US$852.8 million. This represents an increase of 6% in comparison with last year’s statistics. In second place comes Barcelona with US$784.2 million, followed by Manchester United, who sit third in the list, with US$756.5 million. In total, the 20 top-earning clubs worldwide generated a record figure of US$9.4 billion.

 

  • Facebook has had quite a success with its Uefa Champions League group stage coverage. More than 8.8 million people in Latin American countries have engaged with the social media platform, according to a report by MktEsportivo. The content posted on the social platform has generated 1.3 million comments, as well as a further 10 million reactions.

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  •  FloSportsFloSports has locked the exclusive English-language broadcast rights in the US of Concacaf’s new Nations League international tournament. The multi-year agreement will see FloFC provide live coverage of the competition’s qualifying and knockout rounds through 2022. The rights package also includes on-demand content.
    “This a landmark deal for FloSports as we continue to expand our soccer coverage,” stated FloSports co-founder Mark Floreani. “The CONCACAF region represents some of the most competitive teams and players, and we’re thrilled to give fans access to these world-class games.”

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.

  • Real Madrid C.F.⚽Real Madrid TV is coming back, with Javier Baena, previously an audiovisual assistant at La Liga, to oversee the commercial aspect of the project. The club will try to commercialize individual content or programming to international broadcasters or other media organizations, including brands.

 

  • Telemundo Deportes has revealed some details of its 2019 Copa America coverage plans. The broadcasting network will present all 26 matches live in Spanish on Telemundo, Universo, and Telemundo Deportes’ app and digital platforms. The will take place in Brazil from June 14-July 7.

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.”

What: We talked to Raja Rajamannar, Chief Marketing & Communications Officer at Mastercard, about the brand’s recent multi-year partnership with Riot Games, and the decision to become the first global sponsor for League of Legends esports.
Why it matters: This first-of-its-kind global agreement represents a diversification of the financial company’s world-class esports and entertainment portfolio. League of Legends esports games are broadcast live to millions of fans in 18 different languages across the globe, with a regular season viewership averaging 90 million hours-watched live, week-over-week, worldwide.

 

Raja Rajamannar, Chief Marketing & Communications Officer at Mastercard.

In September of last year, Mastercard announced a new multi-year partnership with Riot Games to become the first global sponsor for League of Legends esports. As the exclusive global payment services partner, Mastercard will focus on three annual global tournaments – the Mid-Season Invitational, the All-Star Event, and the pinnacle of all esports events, the World Championship. This represents a first-of-its-kind global agreement for the brand.

 

We talked to Raja Rajamannar, Chief Marketing & Communications Officer at Mastercard, about why the global payment services company decided to join the esports market, the marketing strategies it will implement, and why League of Legends esports was the right fit.

Portada: Why did you choose League of Legends esports to enter the esports market?

“First, we took our time in exploring and educating ourselves. We have been looking at esports for about two years. The passion for esports is undeniable. It’s a world-class phenomenon that’s engaging hundreds of millions of fans all over the world. Over the last several years, League of Legends Esports has become a massive cultural force of its own bringing people from different cultures together. It bridges sports and entertainment, and we are excited to be the first global partner of the world’s largest esport.”

First, we took our time exploring and educating ourselves. We have been looking at esports for about two years.

“We have a world-class portfolio with major global sponsorships properties that include the PGA TOUR, UEFA Champions League, Rugby World Cup, the GRAMMY Awards, and Cannes Film Festival, and our sponsorship of esport complements our portfolio perfectly.”

League of LegendsPortada: Why was this the right timing to enter the esports market?

“Mastercard has been a premier brand in sports and entertainment for over two decades. We continually review our partner portfolio to ensure we are staying current with consumers’ passions and to uncover opportunities to engage with new audiences.”

“Our partnership with League of Legends esports opens opportunities for us to engage with this global community through onsite experiential activations like the Mastercard Nexus, and in-game through special Mastercard spend-and-use promotions. We’re also engaging with our banking partners to offer League of Legends Mastercard cards in select markets around the world.”

Esports fans are generally younger but are among the most passionate in the world and rival fans of any other major sports.

“Esports fans are generally younger but are among the most passionate in the world and rival fans of any other major sports. As we continue to deliver amazing experiences for our loyal consumers, we are equally excited about emerging passions and new opportunities. Innovation is core to our company and that reflects our approach to partnerships as well as products and services.”

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Portada: Besides special promotions among your clients, what marketing strategies will you use to leverage the sponsorship?

“We are developing unforgettable priceless experiences and unique offers through event activations – like The Mastercard Nexus – as well as through priceless.com and in-game promotions. For example, in the lead up to the World Championship Final, we opened up priceless fan opportunities such as attending the opening ceremony rehearsal, a behind-the-scenes tour, and the chance to play-test the pro-gaming PCs. These experiences all sold out on priceless.com, giving us the confidence that we are headed on the right path with this highly engaged community.”

“First and foremost, we are focused on the fan experience. By collaborating with Riot Games, we are looking to co-create experiences for the fans and the community. We are learning what matters most to them, and this helps us define what is priceless for them.”

Portada: Which platforms will be key to this sponsorship?

“We are delivering this through our Priceless.com marketing platform. Priceless is rooted in the insight that experiences matter more than things, and our sponsorship partners are key to bringing those unforgettable experiences to life. It’s an approach we bring to many of the sports and entertainment events we sponsor and a unique way to bring Priceless to life.”

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 speakers will 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!

MastercardPortada: What does a League of Legends fan look like?

“With an estimated audience of 380 million around the globe, it represents a fantastic opportunity for us to engage with a new millennial audience. Being innovative and forward-thinking is core to our DNA, and being at the forefront with new emerging passions like esports is very exciting for us as well.”

Portada: Esports is followed by a rather young population. As a finances brand, how will you manage to connect with them?

“As a payments technology company, Mastercard is the leader in connected commerce. Our primary currency is trust, and safety and security form the core of our DNA. In the era of digital disruption, we have an unparalleled opportunity to bring together our experience and expertise in safe and secure transactions together with the new innovations and solutions that are smart, convenient, and safe for a better customer experience.”

Mastercard is seeing a rise in the usage of digital wallets.

“Mastercard is seeing a rise in the usage of digital wallets. Telephone companies, banks, merchants, device makers, transport companies and others are aggressively competing for consumer adoption. With the introduction of the smart phone, there is now a device for every price point.”

“This, combined with the rise of digital natives, and the increase in social media-led commerce, is leading to consumers using less cash, as phones become the preferred mode of payment.”

 

Portada: How will you measure your marketing efforts?

“This is the first time that we’re activating around esports, and we’re very pleased with the response so far. We’ve been delighted by the way the community has interacted with the Mastercard Nexus and their overall reaction has been overwhelmingly positive thus far. It’s early days, but this indicates to us that we are on the right path forward.”

Portada: From a marketing perspective, what opportunities do you see in the esports market that other brands shouldn’t be missing out on?

“As a global brand and technology company, we see great synergy for a company like ours to be in this space. Like I said before, our partnership with League of Legends esports opens opportunities for us to engage with this global community through onsite experiential activations like the Mastercard Nexus, and in-game through special Mastercard spend-and-use promotions. These are all opportunities to not only drive our brand and reputation but our business as well.”

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.

Subscribe to Portada daily Sports Marketing Updates!

  • 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.

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

  • McDonald'sDAZN is entering the Brazilian and Latin-American market after securing media rights for two major European soccer leagues. According to SportBusiness, the OTT platform is trying to get the rights to Italy’s Serie A and France’s Ligue 1 in both regions, which are currently owned by IMG and BeIN Media Group respectively.

 

  • McDonald’s Germany is moving out of soccer and focusing on esports by ending its partnership with the German Football Association and building upon its relationship with esports brand ESL. McDonald’s first partnered with ESL in January to sponsor the national esports championship in Germany, the ESL Meisterschaft.

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.

  • Boxeo TelemundoBoxeo Telemundo is coming back to Telemundo Deportes on Nov. 16. The season premiere will feature Puerto Rican Jonathan “Bomba” Gonzalez and Mexican Juan “Pinky” Alejo battling for the WBO/NABO flyweight title. Rene Giraldo and Edgar Lopez will act as commentators alongside Abner Mares.

 

  • MLB owners are looking at a new television contract possibility with FOX Sports as well as a bespoke agreement with the OTT streaming service DAZN. The DAZN deal would see the platform negotiating a $300 million, three-year deal with MLB for in-game cut-ins.

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

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

 

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

 

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

The Portada Brand-Sports Summit in Los Angeles on March 15, 2019 (Hotel Loews Santa Monica) will provide a unique setting for brand marketers to learn about the opportunities sports and soccer content offers to engage consumers in the U.S. and Latin America.

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

 

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

Subscribe to Portada daily Sports Marketing Updates!

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

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

  • Major League SoccerThe MLS has announced the introduction of shirt sleeve partners next season. According to The Athletic, the potential new deals could be worth anywhere between US$500,000 and US$1 million per year. The MLS league-wide kit supply deal with Adidas limits franchise shirt sponsorship to one main partner until 2023.

 

  • Spanish league La Liga launched an OTT subscription service in August that lets fans watch second-tier Spanish football matches for 3.45 a month or 17.29 a year on its TV app, LaLigaTV. La Liga is looking to take control of its own brands and broadcasting live games to audiences. Chief communications officer, Joris Evers, is not ruling out that La Liga’s top division matches might get broadcast on the platform someday as well.

 

  • The Canadian Premier League shared its plans for a first draft, as Canadian University soccer players have an opportunity to earn a spot on a CPL, in partnership with U SPORTS. This will allow an athlete with one to four years of eligibility remaining to play with a CPL club, while preserving their eligibility, in the spring and summer before returning to U SPORTS competition. A player draft will take place on Nov. 12 following the 2018 U SPORTS Men’s Soccer Championship at UBC in Vancouver.

Subscribe to Portada daily Sports Marketing Updates!

  • Sky Italia has acquired the exclusive coverage rights of the Premier League in Italy, for three more years. Its current deal is set to expire by the end of the current campaign. Sky Italia will broadcast over 235 matches a year from England’s top flight across its range of platforms.

 

  • AS RomaAS Roma has renewed its partnership with fashion brand Hugo Boss for the 2018/19 season. Hugo Boss will supply the club with exclusive term wear as well as formal club occasions. AS Roma won’t be the only well-dressed club, Real Madrid, Paris Saint-Germain, and Bayern Munich, as well as Premier League club Tottenham Hotspur, all have deals with the fashion brand.

 

  • ASICS has locked a multi-year sponsorship deal with Spanish football star Andres Iniesta. The deal is part of the brand’s efforts to expand its football business and reach more audiences across Asia. The football player will support the brand through product placement and promotions.

 

  • The German Football Association and Fanatics have partnered to allow fans of the national team to have access to a greater range of products and wider availability. Fanatics will offer a shopping experience across both online and offline channels through the creation of a new global e-commerce platform, DFB Fanshop (fanshop.dfb.de) while also operating DFB retail outlets during home games.

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

  • Canelo AlvarezStreaming service DAZN locked a five-year deal with boxing superstar Canelo Alvarez. The deal is valued at a minimum of $365 million, and includes 11 fights annually, making this the “richest sports contract in history,” according to the platform. “Canelo fighting on DAZN, we believe that that will help us attract some of the other fighters, some of the other premier fighters,” stated John Skipper, DAZN executive chairman.

 

  • Watch brand Tissot has inked new partnerships with the Chicago Bulls and Washington Wizards that designate it as the Official Watch of each of these franchises. Tissot has partnerships with six other NBA teams and has the status of Official Watch and Official Timekeeper of the NBA.

 

  • NBA Houston Rockets locked in a multi-year partnership with ROKiT Phones that makes the company the team’s first jersey partner. The ROKiT logo will be featured on all Rockets jerseys in addition to ROKiT partnering with the team on various community outreach efforts throughout the season.

Subscribe to Portada daily Sports Marketing Updates!

  • Minor League Baseball5050 Central Ltd. locked a partnership Minor League Baseball Charities as the “Official 50/50 Charitable Raffle Provider and Sponsor of Minor League Baseball Charities.” 5050 Central’s digital raffling platform will be used at two marquis industry events, the Minor League Baseball Innovators Summit and the Baseball Winter Meetings. According to MiLB, some 18.3-million U.S. Hispanics designate themselves as fans of Minor League Baseball, behind only the NBA and MLS.

 

  • ESL has extended its partnership with Mercedes-Benz for two more years. The new deal makes the auto brand ESL’s global mobility partner and supports a variety of National and Global ESL tournaments through Dec. 31st, 2020. The deal also includes the continuation of the Most Valuable Player award which has been presented to the tournament’s best player at past ESL One Dota 2 tournaments. The price for the winner of the fan and expert voting includes a brand new Mercedes-Benz car. Hispanics are nearly twice as likely to buy and wear video game branded apparel, according to a 2014 Think Now Research study.

 

  • Under Armour has inked new sponsorships with Mo Bamba and Hamidou Diallo. The deals comes after the brand announced it was adding Joel Embiid to the Under Armour family, last week. “Under Armour appreciates how culturally important basketball is in Harlem,” said Bamba, who plays Center for the Orlando Magic. “They feel that Harlem pride and responsibility that I carry, and are ready to support my long-term vision of giving back to the community that raised me.”

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

  • According to the NFL, the consumption of games on digital platforms has jumped 65% from 2017 through week four of the new season, with an average minute audience of 326,000 viewers per game window across different platforms. The biggest growth has come from fans streaming games on their phones, where the average audience is up 147%. TV ratings are also up on last season. NFL viewership among Hispanics has increased by 28% in the past five years alone, according to a 2016 Nielsen report.

 

  • AT&T Mexico has announced an agreement to become the official sponsor of Mexican Pacific League baseball team Tomateros de Culiacan. The current 2017-18 champion has close to half a million followers on social networks. The deal includes AT&T’s logo to be added to the front of the official Tomateros jersey and the team’s players will take part in a number of AT&T events.

  • Google has expanded its partnership with MLB. The deal will see Google Assistant, a virtual assistant powered by artificial intelligence, become the presenting sponsor of the American League and National League Championship Series. The tech company already has similar deals with YouTube TV and the MLB World Series. 31% of MLB players are Latino, according to ESPN.

 

  • Sugarlands Distilling Company is teaming up with NASCAR and Talladega Superspeedway, as the “Official Moonshine of NASCAR”. As a part of the five-year agreement, Sugarlands will gain rights to promote its moonshine at retail, on packaging and will host key customers and distributors at-track. According to 2011 data, 20% of NASCAR’s followers are multicultural fans, 9% were Hispanic and 8% African-American.

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  • Under Armour locked a five-year deal with NBA player Joel Embiid. ESPN reports that the deal will make him the highest-paid center for this type of partnership, and will see Embiid and Under Armour partner on branded footwear and apparel in addition to charitable initiatives in and around Philadelphia and in Cameroon.

  • ESPN is planning on launching espnW in Mexico. espnW Mexico will serve as the brand umbrella and power content initiatives to engage and inspire women across ESPN’s linear, digital and social platforms.

 

  • The Houston Rockets locked in a partnership with Bilibili, the leading online entertainment platform for younger audiences in China. The Rockets are looking to expand their presence in esports, with Bilibili’s esports team, Bilibili Gaming and the Rockets’ esports squad Clutch Gaming taking part in a friendly game and Bilibili will become the official partner of CG.

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

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

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

 

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

 

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

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

 

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

 

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

 

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

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

  • Soccer club Barcelona is expecting to reach its highest ever revenues of €960 million (US$1.1 billion) during the 2018/19 season. The team also stated that it is expecting to reach its target of exceeding revenues of €1 billion by 2021.

 

  • Andrés Iniesta
    Andres Iniesta.

    Spanish player Andres Iniesta will have his own fly-on-the-wall documentary television series, focusing on his life in Japan with the J1 League Vissel Kobe team. The show will be produced by local e-commerce giant Rakuten, who financed Iniesta’s move to Kobe. The series will be available on Rakuten Viki in English, Spanish, and Japanese.

 

  • The Canadian Premier League (CPL) has signed a long-term deal with Macron, making the Italian-based company the official league kit provider beginning with the 2019 CPL season. The deal includes custom-designed playing kits and training gear for Canadian Premier League clubs; HFX Wanderers FC, York 9 FC, Forge FC, Valour FC, FC Edmonton, Cavalry FC, and Pacific FC squad and coaching staff.

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  • The New York Red Bulls has named New Jersey-based Brisas Bakery & Restaurant as the club’s official empanada. According to the club, this represents the first such sponsorship of any pro sports team in the country.

 

  • KonamiArsenal has expanded its global partnership agreement with Japanese video game company Konami, as the club’s official video game partner. In-game graphics of both the club’s first team players and the Emirates Stadium will benefit from 3D scanning, while former club legends will feature in the game for the first time.

 

  • Manchester United’s latest financial report showed revenues of UK£590 million (US$777 million). These numbers represent an increase of 1.5 percent on the previous year. The club cited sponsorship deals as a key revenue driver over the past year, with a total of seven partnerships signed including the team’s first ever sleeve sponsorship with Kohler.

 

  • The players of the FC Barcelona Club stepped into fashion by wearing Thom Browne custom made-to-measure suits for the first time, when arriving in London to play the Champions League match against Tottenham Hotspur. Thom Browne was announced as the official off-field outfitter of the Catalan soccer club in July 2018.

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

  • UFCUFC has reached a company value of up to US$7 billion, after signing a five-year media rights deal with ESPN, according to Dana White, president of the UFC. The deal with ESPN, announced in May, will see the sports broadcasting giant cover a total of 30 events each year, with 15 bouts to air exclusively on the new ESPN+ streaming service. The agreement is said to be worth an eye-popping US$300 million annually over five years, netting the UFC a total US$1.5 billion.

 

  • MLB will open the season earlier than ever before next year, after announced that all 30 teams will start the 2019 season on March 28, the earliest Opening Day in history, without counting international games. The season will tip off with the Mariners and host Athletics at the Tokyo Dome on March 20-21.

 

  • Victor Cruz, former New York Giants wide receiver, is joining ESPN as an NFL analyst. Cruz will contribute to NFL Live, Get Up!, SportsCenter, ESPN Radio and other ESPN platforms year-round.

 

  • MMA promotion Combate Americas announced the opening of La Jaula Studios, a new multi-platform content production studio created to serve Hispanic Millennials and Generation Z. La Jaula Studios will produce authentic content in Spanish, English, and Portuguese that complements Combate Americas’ programming with upcoming projects. The new studio will be led by Stan Jakubowicz, who was recently promoted to Chief Content Officer and will be based in New York.

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  • CHEEZ-ITKellogg’s Cheez-It brand was named as the title sponsor of the NFL Cactus Bowl, which will now be known as the Cheez-It Bowl. The multi-year partnership features a match-up between members of the Big 12 and Pac-12 conferences at Chase Field in downtown Phoenix. The fully-integrated partnership includes digital and social media, content, in-stadium exposure, product sampling and on-site activation at the game and other Fiesta Bowl organization events.

 

  • Frost Bank has become the San Antonio Spurs first-ever jersey partner. The multi-year deal will see Frost’s logo on the jerseys starting Sept. 30. Frost Bank’s branding will also appear more widely at the AT&T Center and on Spurs’ digital platforms.

 

  • The Overwatch League and Twitter locked a new multiyear deal to bring highlights and live stream content to the platform. Twitter will drive Overwatch League’s distribution of near real-time highlight clips from every match of the Overwatch League regular season, playoffs, Grand Finals, and All-Star Weekend.

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

  • NASCARNASCAR presented the Monster Energy NASCAR Cup Series Playoffs in Las Vegas. To celebrate the start of the sport’s postseason and engage fans, the festivities center around three major events: Monster Energy NASCAR Cup Series Playoffs Media Day; NASCAR Burnout Blvd Fueled by Sunoco, and a two-day Playoffs Party at Fremont Street Experience. According to 2011 data, 20% of NASCAR’s followers are multicultural fans, 9% were Hispanic and 8% African-American.

 

  • MLB and USA Baseball announced a new high school baseball tournament designed to showcase some of the best rising seniors from Texas and California. “States Play,” co-hosted by the Texas Rangers, will center on a three-game series at Globe Life Park in Arlington, from Aug. 24-26. Each game will stream LIVE on MLB.com, and access to Globe Life will be free for the public. 31% of MLB players are Latino, according to ESPN.

 

  • Razer inked a strategic partnership to become the official phone and headset provider for Tribe Gaming, a top mobile esports organization in North America. The deal includes an eight-episode docuseries to be released by the end of 2018. According to a 2014 Think Now Research study Hispanic gamers buy and rent video games more often than Non-Hispanics.

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  • Papa John's PizzaOne month after suspending their relation with Papa John’s, after the pizza brand’s founder John Schnatter made some racist comments, the New York Yankees have restored their partnership, and will sell its products again at the Yankee Stadium.

 

  • The NFL team Los Angeles Chargers announced telecommunications company Rokit as their official wireless partner. As part of the multi-year agreement, the firm also becomes the title sponsor of the team’s stadium, Rokit Field at StubHub Center.

 

  • NBA franchises owned by the Los Angeles Lakers, Brooklyn Nets, Atlanta Hawks and Minnesota Timberwolves will join its NBA 2K League esports competition in 2019. The four expansion teams will join an existing roster of 17 NBA teams which participated in this year’s inaugural 2k League season, which got underway in May and will conclude with its first ever finals event on 25th August.

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

  • Premier LeagueBeIN Sports has locked a multi-year Premier League media rights deal that secures exclusive coverage in the Middle East and North Africa (MENA) until the end of the 2021/22 season. Fans in MENA will be able to watch all 380 games per season exclusively live on BeIN.

 

  • Manchester City announced a multi-year global partnership with deodorant brand Rexona (owned by Unilever). The deal sees Rexona become City’s official personal care partner and also includes their sister Major League Soccer (MLS) club, New York City FC. Financial terms of the agreement have not been disclosed. As well as Rexona, Unilever will use the partnership to promote its Sure and Degree brands – the trade names for Rexona in the UK and US respectively – in certain markets.

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

  • Spanish soccer league, La Liga, has confirmed a landmark rights deal with Facebook that will allow fans in the Indian subcontinent to watch every game for free on the social media network for the next three years. The games will be available to viewers in India, Afghanistan, Bangladesh, Bhutan, Nepal, Maldives, Sri Lanka and Pakistan. The financial terms have not been released.

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  • Univision Deportes begins its tenure as the official Spanish-language broadcaster of UEFA this month, beginning with the play-off round on August 21-22 and 28-29, Univision Deportes will carry 137 Champions League matches live across its platforms.

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

  • NBA MÉXICOThe NBA Mexico City Games 2018 will feature the Orlando Magic playing regular-season games against the Chicago Bulls on Dec. 13, and against the Utah Jazz on Dec. 15 at the Arena Ciudad de Mexico in Mexico City. This will be the third consecutive season the NBA plays two regular-season games in Mexico City, with coverage on ESPN. The NBA Mexico City Games 2018 will be supported by a full roster of marketing partners, including Nike, SAP, Gatorade and Tissot with additional partners to be announced in the coming months.

 

  • United Entertainment Group is launching its first-ever offering in Asia where industry veteran Toru Fumihara has been hired as the Managing Director of UEG’s new office in Tokyo, which will serve as a hub for the Asian marketplace. This marks the third international office the agency has opened in the span of one year, starting with London in 2017 and Hamburg, Germany earlier in 2018.

 

  • As the official beer of the NFL, Bud Light is introducing new designs for cans that feature a team logo, as well as a customized color stripe down the side. In total, each of Bud Light’s 28 team partners will be featured in the new designs, along with an NFL Shield edition to round out the collection. The new cans hit shelves this week.

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  • David Higdon
    David Higdon, head of communications, esports at Riot Games.

    Former NASCAR executive David Higdon has a new lane to oversee, joining Riot Games in the newly created position of global head of communications, esports. Higdon previously served as VP of integrated marketing communications for NASCAR and as CCO for the LPGA.

 

  • DAZN announced the sublicensing deals for its NFL coverage in Canada after experiencing streaming issues last season. Streaming and satellite providers including BCE Inc., Rogers Communications, Shaw Communications and SaskTel will distribute NFL Sunday Ticket for the upcoming season.

 

  • The NFL won’t be playing in London’s new Tottenham Hotspur stadium as it was planned. Developers announced delays in opening the venue due to safety concerns so this year’s NFL game that was set for the location will now take place at Wembley Stadium on Oct. 14. The game will feature the Seahawks vs Raiders.

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 multicultural sports marketing. If you’re trying to keep up, consider this your one-stop shop.

  • ESPN is bringing back ESPN8. “The Ocho” will take the place of ESPN2 on Aug. 8, offering 24 hours of off-beat programming. KFC will sponsor all 24 hours of programming in a series of vignettes that will run throughout the day. Within the lineup will be the 2018 Dodgeball World Cup, the US Open Ultimate Championships, the Spikeball East Tour Series, Major League Eating, the Cornhole: ACL Pro Invitational, and the World Championship of Ping Pong.

 

  • Van HeusenVan Heusen has become UFC’s first-ever “Official Men’s Dress Furnishings Provider,” with UFC bantamweight champion TJ Dillashaw and UFC welterweight contender Stephen Thompson starring in a new commercial highlighting the Van Heusen Flex collection of men’s shirts and pants. The commercial and campaign creative will be placed across national and local cable television, and display ads on select retailer sites. According to a Washington Post poll, 38% of mixed martial arts fans are African-American, and 31% are Hispanics.

 

  • OTT DAZN is planning on creating original lifestyle content including documentaries, talk shows and podcasts as part of its international expansion. “In a market like the US where we’re very strong in combat sports rights but don’t have much else, we need original content,” said DAZN chief executive James Rushton, to Digiday. “Part of our challenge is, we have to turn these boxers back into superstars.” The platform is set to launch in September with only boxing and martial arts rights and will be supplementing that coverage with an original daily news show offering an inside look at what fighters get up to outside the ring.

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  • Top Rank BoxingBoxing promotion company Top Rank signed a new seven-year partnership with ESPN. As part of the deal, ESPN will provide live coverage of 54 boxing events per year, as well as delivering previews and post-fight analysis programmes, archive and studio content and new shows.

 

  • UFC confirmed its first-ever event in Beijing, China, taking place at the Cadillac Arena on Nov. 24. “China is the next frontier for the growth of UFC and the sport of mixed martial arts, and this market is paramount to our success internationally,” UFC Vice President of Asia-Pacific Kevin Chang said. UFC will be working together with Endeavor China to deliver the live event.

 

  • Clemson University locked in a 10-year contract extension with Nike, that will run through the 2027-28 academic year and grant the athletic department more than $58 million in apparel allowances, direct cash payouts, and royalties. “Nike is one of the premier brands in the world and we’re excited to build upon our relationship,” said Dan Radakovich, Director of Athletics, Clemson University.

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  • FedExFedEx expanded its partnership with the NBA’s Memphis Grizzlies to become the franchise’s first-ever jersey sponsor. The FedEx logo will be integrated into the team’s newly designed Nike uniforms for the 2018/19 season.

 

  • Major League Baseball and ESPN announced that the 2018 MLB Postseason will begin exclusively on ESPN on Oct. 2. The National League Wild Card Game presented by Hankook will also be available on ESPN Radio, ESPN Deportes, ESPN Deportes Radio and the ESPN App. 31% of MLB players are Latino, according to ESPN.

 

  • UFC signed a multi-year marketing partnership with meal delivery service Trifecta Nutrition. The agreement represents a brand-new sponsorship category for UFC. In return, Trifecta will have a branded presence at the UFC Performance Institute and an activation presence at UFC’s live events. Trifecta will use UFC branding to create custom delivery boxes and to promote national sweepstakes for UFC events.

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

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

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

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

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

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

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