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

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

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

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

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What: Tinder, a global social app to meet new people, has selected US Media Consulting as the exclusive advertising sales representative for select countries in Latin America.
Why it matters: Tinder’s advertising sales division Match Media Group & US Media Consulting will be responsible for rolling out Tinder´s advertising offering in select countries in Latin America, developing new opportunities with leading global and local brands.

Tinder, the global social app for meeting new people, appointed US Media Consulting, a media services firm based in Miami, as the exclusive advertising sales representative for select countries in Latin America.

In partnership with Match Media Group, Tinder’s advertising sales division, US Media Consulting (USMC) will be responsible for rolling out Tinder´s innovative advertising offering in select countries in Latin America, developing new opportunities with leading global and local brands. Match Media Group will now count on a dedicated sales team in Mexico and Brazil in order to support media agencies and advertisers in making the best out of the app for their brands. USMC’s existing sales force, with presence in Argentina, Brazil, Colombia, Guatemala, Mexico, Venezuela and headquartered in Miami, will begin providing immediate assistance to brands and agencies in all the markets covered by this exclusive representation agreement.

“We´re extremely proud of working with Tinder,” said Bruno Almeida, Founder & CEO of USMC. “With more than 1.6 billion global swipes per day, it creates a unique opportunity for advertisers to interact with this audience in a very particular touch point, in a way that no other media platform provides.”

“We have been looking to accelerate our advertising business in Latin America,” says Peter Foster, Match Media Group’s General Manager responsible for Tinder Advertising and Brand solutions. “Partnering with US Media Consulting, which has strong strategic relationships with media agencies and advertisers in that region, is aligned with our growth objectives and we are looking forward to a prosperous partnership.”


What: Tinder has announced an agreement to acquire Snapchat-style video startup Wheel.
Why it matters: With 1.7 million paying users, Tinder is attempting to break into the world of short, Snapchat-stype videos.

Tinder has announced that it is acquiring Wheel, an L.A.-based start up launched in 2015 whose app a.lows users to create and share short videos, not unlike the very successful social media app Snapchat.

It hasn’t been confirmed if Tinder will be introducing video chats to its 1.7 million-paying-users through the app, but it would be a bold move from an increasingly popular platform.

Brian Norgard
Brian Norgard, head of product and revenue at Tinder.

For the moment, the dating app (which forms part of the Match Group, which is composed of 45 different dating services including Match, OkCupid and OurTime) will welcome some of Wheel’s executives. Paul Boukadakis, Wheel’s CEO, will become Tinder’s VP of special initiatives, and Chris Shaheen, former Wheel CTO, will join the engineering team.

“We are always exploring new ways to innovate while helping our users make connections on Tinder,” Brian Norgard, head of product and revenue at Tinder, said when announcing the Wheel deal. “I’m excited Paul is joining our product team to drive special initiatives that leverage his experience connecting people around innovative content.”

Details on how much Tinder will be paying for the transaction have not been revealed yet.

What: Internet holding company IAC/InterActiveCorp has acquired the dating startup and media assets of HowAboutWe, an online romance site.
Why it matters: This reflects IAC/InterActiveCorp ‘ intention to lead the digital dating market, although it already controls 28% of the  business. The online dating business amounts to approximately US$ 2,1 billion in the U.S. It is is a mostly subscription based business but also offers interesting online targeting as  event opportunities to advertisers.

descargaIAC/InterActiveCorp, the internet holding company controlled by billionaire Barry Diller, has acquired the dating startup and media assets of This Life Inc.’s HowAboutWe.

HowAboutWe was founded in 2010 by Aaron Schildkrout and Brian Schechter. The site is the host of other online romance sites. It offers HowAboutWe Dating, a matchmaking for singles and HowAboutWe Couples, a date-suggestion service. Free to use, the site also offers a US $8 a month subscription service.

Along with HowAboutWe’s dating business, the startup’s media network will join IAC. However, HowAboutWe for Couples will remain independent, according to IAC’s Match Group CEO Sam Yagan. Therefore, only a small number of HowAboutWe employees will move to IAC. Others will remain with HowAboutWe Couples business.

IAC already has a large dating site portfolio. The company owns 150 media brands and products, including dating sites Match.com, OKCupid and mobile app Tinder.

The move reflects IAC’s intention to lead the digital dating market, although it is already the market-share leader with about 28%, according to researcher IBISWorld.

In December, Diller’s company said it planned to turn Match Group into a separate business, setting the stage for a potential spinoff. The division, which also includes fitness app DailyBurn and education tool Tutor.com, last year generated sales of US $788 million, about a quarter of IAC’s revenue.