Telemundo Deportes


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

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


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


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


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

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



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


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

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

  • FOX SportsAccording to Nielsen, Saturday’s 2018 FIFA World Cup Quarterfinal matches delivered FOX with an average of 5,664,000 viewers, making this the most-watched day of Quarterfinal action since at least 1990. The Croatia/Russia encounter averaged 6,317,000 viewers on the channel, while England’s win over Sweden got 4,763,000 viewers. Twitter had its best day ever across FOX Sports accounts, with 13.7 million views.


  • Facebook has become the exclusive broadcaster of the Premier League matches in four Asian countries. The deal starts with the 2019-20 season and runs through 2022. Facebook will livestream all 380 fixtures in Thailand, Vietnam, Cambodia and Laos.


  • On May, Toyota formed a partnership with Club America on their Tour Águila – their series of friendly matches that take place in the United States. Now, during the kick-off match in Dallas, Texas on June 30th, the Toyota Tundra pulled in with an actual section of the iconic Estadio Azteca and shared the excitement and thrill with fans who got a chance to sit in them. The branded seats have since traveled to the next few games including San Jose and Fresno, California.  “Soccer is a unified passion point among Hispanics and deeply rooted in their cultural heritage.  Beyond reach, their engagement with the sport is enormous,” said Veronica Elizondo, VP and Group creative director at Toyota.


  • The US Soccer Federation will host North America’s first-ever soccer-specific hackathon in Chicago on July 14-15. Attendees will have exclusive access to data used by federations and professional clubs, develop solutions for soccer industry problems, and share ideas to push the sport forward from commercial and soccer standpoints.

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  • Nashville SCPinnacle Financial Partners Inc. has signed a partnership as a corporate sponsor of Nashville SC. This is Pinnacle’s third sports-focused partnership, after sponsoring the Tennessee Titans and Memphis Grizzlies.


  • The Croatian soccer federation has been fined by the FIFA with over $70,000 for violating media and marketing rules at the 2018 World Cup in Russia. Members of the Croatian national team were seen drinking “non-authorized beverage products,” this means drinks with no sponsorship deal for the World Cup. Coca-Cola is FIFA’s main sponsor, together they have set strict marketing regulations about what brand of beverages players are allowed to be seen with during matches.


  • CoinDeal, a Cyprus-based cryptocurrency exchange, has become a sponsor of the UK Wolverhampton Wanderers soccer club, which will feature its logo on all training kits. CoinDeal’s logo will appear on the team’s shirt sleeves.


  • Telemundo Deportes added new audio offerings for Amazon Alexa and Google to enhance the final stages of the 2018 FIFA World Cup Russia. Customers can ask Alexa to hear Telemundo Deportes’ daily two-minute brief in Spanish recapping the action of the day, results of matches, the most interesting stories coming out of the games, and more, directly from Russia.


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.

What: David Villa’s production company Designated Player and Telemundo Deportes will create content during FIFA World Cup.
Why it matters: In what can develop into a Spanish “Players’ Tribune,” leveraging World Cup content can be a big boost for DP.

Designated Player (@DsignatedPlayer), the production company of Spain and New York City FC soccer star David Villa (@Guaje7Villa), is partnering with Spanish-language U.S. broadcaster Telemundo Deportes (@TelemundoSports) to create content during the upcoming FIFA World Cup (@FIFAWorldCupin Russia.

Villa, 36, will narrate a video series called Como Llegaron (“how they got there”), which will look back at the qualifying campaigns of Spain, Portugal and the eight Latin American countries competing at the international soccer tournament.

We’re committed to providing fans with the best and most authentic content around the World Cup, and those efforts are only enhanced by partnering with such an accomplished player like Villa.

In addition, the NYCFC star will conduct a series of in-depth interviews with players participating at the competition, including his former club and international teammate Andres Iniesta, France star Antoine Griezmann, and Belgium goalkeeper Thibaut Courtois.

The content will be published across all of Telemundo’s platforms, including social media. The NBC-owned firm has rights to the World Cup until 2026, and also has a deal for this year’s tournament in place with soccer media company Copa90.

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“We’re committed to providing fans with the best and most authentic content around the World Cup, and those efforts are only enhanced by partnering with such an accomplished player like Villa,” said Ray Warren, president of Telemundo Deportes said this week.

Villa has won both the World Cup and UEFA European Championship with Spain. He has also won La Liga (@LaLigaEN), Spanish soccer’s top flight, three times, and has three Copa del Rey winners medals. He is now a key member of NYCFC’s rise in Major League Soccer.

Cover Image Credit: Wikimedia/Jan S0L0

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

  • HerbalifeESPN networks and ESPN+ will get together to present all 2018 Canadian Football League regular season and postseason games. ESPN2 and ESPNEWS will broadcast more than 20 games, this includes the Eastern and Western Finals and 106th Grey Cup. Also, ESPN+ will stream close to 70 games.
  • Telemundo Station Group will have a team of 12 local station journalists from Los Angeles, Miami, Houston, Chicago, Dallas-Fort Worth, McAllen and its news bureaus in Washington, D.C., and Miami sent to the 2018 FIFA World Cup Russia. This marks the largest group of Telemundo station journalists to ever report from an international, live sporting event.
  • Herbalife Nutrition extended its multi-year sponsorship with soccer player Cristiano Ronaldo until 2021. Herbalife Nutrition continues as the exclusive rights holder to promote Ronaldo in connection with the nutrition, wellness, and sports performance products category.
  • DraftKings and Jägermeister announced “The Real Shot,” a bracket-style soccer competition by which US soccer fans will be able to adopt a team and carry with them throughout the World Cup. “Sports is one of the fastest growing forms of content, accelerated by fan engagement and participation, and we are committed to bringing top-tier content to our extremely engaged customer base,” stated Ezra Kucharz, Chief Business Officer of DraftKings

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  • Telemundo Deportes presented its World Cup broadcast theme song and music production. “Sueño de Campeones” or “Champions Dream,” was produced by Yoav Goren. The song will be used across Telemundo Deportes’ live broadcasts, pre- and post-games and additional World Cup programming.
  • HFX Wanderers FCMLS announced that FC Cincinnati will become the league’s newest expansion team. The squad will continue to use the University of Cincinnati’s Nippert Stadium as its home until its own venue is completed. “The rise of Cincinnati as a passionate soccer market in recent years, coinciding with the city’s growing economy and reputation as a top destination for young professionals makes it an ideal city for our growing league,” said MLS Commissioner Don Garber.
  • The Canadian Premier League confirmed that HFX Wanderers will be one of the founding clubs to play in the professional men’s soccer league set to debut in Spring 2019. Based in based in Halifax, Nova Scotia, the team will be the primary tenant at a new soccer stadium at Wanderers Ground, downtown.
  • SportsEngine will partner with Telemundo Deportes to promote participation in youth soccer programs across the US. SportsEngine’s youth sports directory will dedicate its homepage to soccer programs, during this summer World Cup on Telemundo. In addition, SportsEngine is launching its first bilingual advertising campaign, in partnership with Telemundo, to promote soccer to youth across the United States.
  • Telemundo Deportes is partnering with David Villa and his production company, Designated Player, to produce a wide range of soccer content around the World Cup to air across all Telemundo network and digital platforms. As part of the partnership, Villa will narrate a video series entitled Como Llegaron.

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

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

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

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

  • Telemundo DeportesTelemundo Deportes presented the second episode of its first-ever, original documentary sports production “Que Momento” on Saturday at 7p on Telemundo. The second instalment focuses on the final 60 seconds of three CONCACAF World Cup qualifiers for Russia 2018 that were played on October 10, 2017.
  • Major League Soccer will face Italian team Juventus during the 2018 MLS All-Star Game, in Atlanta’s Mercedes-Benz Stadium on Aug. 1. ESPN and UniMas have the broadcasting rights for the game. “Our midseason showcase annually attracts the most prominent clubs in global soccer, and this year our All-Stars will face one of the sport’s most historically successful teams. And we can’t think of a better city to host the game than in Atlanta, which due to the incredible success and popularity of Atlanta United, has rapidly captured the attention of the entire soccer world,” said MLS Commissioner Don Garber in a press release.

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  • Turner announced the launch of its new premium live sports streaming service, “Bleacher Report Live”, in April. B/R Live will implement flexible pricing options, beginning this summer, providing direct access to live games for purchase on an individual or subscription basis. Streaming will include the UEFA Champions League and UEFA Europa League, NBA League Pass games, 65 NCAA Championships, PGA Championship, National Lacrosse League, The Spring League, Red Bull Global Rallycross, World Arm Wrestling League and more.
  • LA GalaxyThe LA Galaxy and home stadium, StubHub Center, launched a multiyear partnership with Kinecta Federal Credit Union. The agreement establishes Kinecta as the exclusive financial services partner of the LA Galaxy and StubHub Center as well as a Founding Partner of StubHub Center and the first-ever naming rights partner of the LA Galaxy’s Torrance-based indoor soccer and recreational facility.
  • NBCUniversal Telemundo Enterprises is launching “El Campeón en Ti” (The Champion Within You), promoting the positive benefits of participating in sports, in partnership with the U.S. Soccer Foundation, Alianza U Foundation and local community organizations.
    As the Spanish-language home of the World Cup, the initiative will invest more than a quarter million in focusing its first efforts on soccer, and to expand access to organized soccer for underserved Latino youth.

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

What: Coca-Cola, Sprint, Volkswagen, BuzzFeed and VICE are among the international partners for Telemundo Deportes’ coverage of FIFA World Cup 2018.
Why it matters: Power brands providing sponsorship and Spanish-language content across multimedia platforms, even without a U.S. team presence in Russia, demonstrates the desire to connect with this audience.

The countdown to FIFA World Cup (@FIFAWorldCupis on for fútbol fans across the globe, and nowhere is that fervor stronger than in Latin America. Argentina, Brazil, Colombia, Costa Rica, Mexico, Panama, Peru, and Uruguay will represent the region in various Groups in Russia beginning on June 14, and for many fans, Telemundo Deportes (@TelemundoSportswill be the preferred outlet to follow the world’s largest sporting event.

Telemundo has unveiled its top-level slate of partners, including worldwide sponsors like Coca-Cola (@CocaCola), Sprint (@sprintand Volkswagen (@Volkswagen), and content creators NBCU Digital Lab, BuzzFeed (@BuzzFeedand VICE (@VICESports).

On the content side, in which Telemundo plans more than 1,000 hours, VICE will create short features and stories geared toward the younger soccer audience.

“We are kicking off the 100-day countdown in a big way to celebrate this historic moment for Telemundo Deportes,” said Ray Warren, President of Telemundo Deportes, in a statement. “This will be the most consumed and most widely distributed digital event in Spanish-language television history. All of the initiatives announced today support our mission to bring our viewers the most authentic and complete coverage in the history of the tournament.”

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On the sponsorship side, Coca-Cola will present the post-game shows and will appear on the in-game clocks on Telemundo’s coverage. Sprint will serve as the halftime sponsor and will allow its customers access to a portal with exclusive Spanish-language content. VW gains the lead on the primetime show, airing highlights and commentary nightly from 7-8 p.m.

On the content side, in which Telemundo plans more than 1,000 hours, VICE will create short features and stories geared toward the younger soccer audience. NBCU Digital Lab will work with Telemundo on the digital docu-series “Somos el Mundial” (“We are the World”), while BuzzFeed will create other short-form content for its multimedia platforms.

Some of the personalities on Telemundo Deportes’ coverage include Tab Ramos, Diego Forlán, Jesús “Chucho” Ramírez and Teófilo Cubillas.

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

cover image: 2014 World Cup Final (Danilo Borges-copa2014.gov.br)

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

  • Dos EquisDos Equis signed a deal with Intersport to become the title sponsor of the inaugural 3X3U National Championship. This new event pits 32 four-man teams representing every Division I college basketball conference against each other as part of a three day, 3-on-3 tournament. The Dos Equis 3X3U National Championship begins on March 30. The games will be streamed live on Twitter.
  • According to Universo, its Spanish-language broadcast of Eagles/Patriots Super Bowl LII averaged 543 thousand total viewers, BuzzFeedranking as the top Hispanic cable network during the telecast for Telemundo Deportes. Total viewership went up by 48% in comparison to Super Bowl XLIX in 2015, the last time the channel broadcast that game.
  • NBCUniversal and BuzzFeed launched Playfull on Facebook, a millennial parenting channel (target audience: 20-34). According to Pew Research Center, ¼ of all U.S.-Hispanics are millennial. Buzzfeed will create videos for Playfull, while NBCUni oversees ad sales and business partnerships. Marketing support will include ads during NBC’s Winter Olympics.

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  • NASCARBig Machine Vodka wants to become title partner for the Monster Energy NASCAR Cup Series event at Indianapolis Motor Speedway. The Big Machine Vodka 400 at the Brickyard will serve as the finale to the Cup Series regular season.
  • Disney CEO Bob Iger stated that ESPN’s OTT service will cost $4.99/month and launch this spring on Apple iOS, Android, and ChromeCast, for starters. The app will be completely new, with original content; personalized scores, highlights and news; live streaming of linear networks, and incremental hours of live programming. “If anything points to what the future of ESPN looks like,” said Iger, “it will be this app.” There are just over 46 million Hispanic mobile phone users and this number is expected to grow to 51 million by 2020, according to Think Now Research.
  • fuboTVfuboTV, in agreement with NBCUniversal, announced a multi-platform content offering for NBCUniversal’s coverage of the XXIII Olympic Winter Games from PyeongChang, South Korea, to run through Sunday, February 25. fuboTV has also launched a new feature, updating its Sports navigation bar to include a break-down of Olympic programming, sorted by sport, in order to help viewers find specific live events more easily.
  • Thursday Night Football has a new home after the NFL. FOX Sports announced that the franchise would shift from CBS/NBC to FOX, courtesy of a five-year deal valued at $3.3 billion. Contests will be simulcast on NFL Network and distributed in Spanish on FOX Deportes. With this deal, FOX Sports and the NFL will expand its digital rights, over digital platforms including mobile phones for the first time.

What: NBC Sports Group announced today that it will host 2 versus 2 Rocket League Tournament, a new esports tournament, this summer.
Why it matters: This esports tournament will utilize FACEIT’s competitive gaming platform, and numerous NBCUniversal and Comcast regional, national and international assets.

NBC SportsNBC Sports announced it will broadcast an esports tournament later this summer. The featured game of the property’s debut season will be Rocket League. Developed and published by San Diego-based game studio, Psyonix, the game already has a community of more than 32 million players.

“Rocket League is an easy-to-understand game, which makes it the perfect introduction to esports for fans of all backgrounds and ages,” said Josh Watson, Head of Esports at Psyonix, in a statement.

Rocket League is an easy-to-understand game, which makes it the perfect introduction to esport.

In total, more than 40 hours of event coverage will be presented across live-streaming, video-on-demand, and linear platforms.

NBC Sports Group is also interested in reaching the US-Hispanic audience. “We are also excited to be adding Telemundo Deportes, given that the growing Spanish-language audience is an engaged, committed group of gamers. Further, there will be an international component with the broadcast of the Grand Finals on Syfy in the UK, Germany, Australia and multiple countries across Latin America,” stated Rob Simmelkjaer, Senior Vice President of NBC Sports Ventures.

The tournament’s structure will utilize NBC Sports Regional Networks, Telemundo Deportes and NBCU International to manage the Regional Qualifiers across the nation and in Europe through game-play, which will be played on the FACEIT platform beginning on July 22.

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“Our Rocket League esports ecosystem is thriving and we are excited to expand to the NBC Sports audience,” added Watson

The Grand Finals will feature 16 total teams competing on August 26-27 for the inaugural title and the $100,000 prize pool, which will be broadcast live in the U.S. on NBCSN.

Feature Image: @RocketLeague

A summary of the most exciting recent news in sports marketing and media in the U.S., U.S.-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.


Fifa will be expanding the soccer World Cup from 32 to 48 national teams starting in 2026, soccer’s governing body decided yesterday in Zurich. A World Cup with 16 more teams would produce, by FIFA’s estimates, an additional US $1 billion in television, sponsorship and ticketing revenue. The decision has also been critiqued by observers as only financially driven.

Image result for Adidas Kris Bryant


Adidas extended  its sponsorship  of the National League MVP and Chicago Cubs’ all-star Kris Bryant.

Telemundo Deportes launched a six-month multiplatform promotional campaign for the kick-off of the FIFA Confederations Cup 2017 which will take place in Russia in June.

The NFL signed an agreement with social network Sina Weibo, to rebroadcast some of its regular season games.

Accenture became Golden State Warriors’ official technological innovation partner at the Chase Center.

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Image result for Atlanta United FC y el Minnesota United FCThe MLS will welcome two new teams on 2017. It has been confirmed that the Atlanta United FC and the Minnesota United FC will join the organisation next year. Also, Don Graber, MLS commissioner announced that two other franchises will be announcen further on in 2017, both will have to pay US $150.


Uruguay and Argentina will join forces to make the offer to become the 2030 soccer World Cup’s venue. They also want to welcome 2023 basketball World Cup.

The South American Football Confederation presented its new image, which will be used during the Continental Tourney, starting its next edition.

Image result for Atlético de Madrid

Atletico de Madrid is focusing on a Mexican Expansion, where it is planning on bringing the team’s franchise. As part of its strategy, the team has bought an important part of the team  Chiapas’ Jaguares.

Copa Libertadores also presented a new image, as part of its strategy of a new CONMEBOL, more professional, sustainable and with higher quality.