Sponsor Insights

El Clasico Matchup Spotlights Burgeoning Momentum of Spain’s La Liga and Liga F

“El Clasico”–the annual face-off between football giants Real Madrid and FC Barcelona–offers the greatest night of Spanish football each year, and 2023 was no exception. FC Barcelona hosted the men’s match at Camp Nou on March 19th, while the women’s teams took to the field on March 25th at Barcelona’s Estadi Johan Cryuff.

Spotify–which became the club’s Main Partner in a blockbuster deal inked in July 2022, worth a reported $300M–tweaked the clubs’ primary jersey patch in honor of the occasion. The music streaming giant replaced its name and logo with “Motomami,” the latest album from Spanish superstar Rosalia, a top Barcelona FC fan but and a city icon. Spotify also created a commercial and social media content to launch the special-edition jersey, which fans could buy online and at official club stores.

This season, the first division of Spanish women’s football–formerly known as Primer Iberdola– was reborn as Liga F, one of Europe’s top six leagues. Soon after its rebranding, Liga F inked its  first major broadcasting deal with DAZN, in another nod to women’s football leagues’ burgeoning momentum. The network also holds the broadcast rights to the UEFA Women’s Champions League, Women’s Super League (WSL), and the international rights for the National Women’s Soccer League (NWSL).

Besides the broadcasting deal, Liga F partners with brands including Puma–the sponsor and the supplier of the league’s official match ball–and Finetwork. Liga F also signed a major deal on December 22nd with iconic Italian collectibles brand Panini to release a Liga F sticker album–its first for a national women’s football league.

Cultivating a strong relationship with fans and promoting women’s teams has allowed football clubs to sign new sponsors, including food products brand Bimbo–exclusive sponsor of the FC Barcelona sleeve–and Herbalife, the primary jersey patch sponsor of Atletico Madrid. Meanwhile, the Real Sociedad women’s team has three different kit sponsors (Diario Vasco, Euskaltel, Gipuzkoako Foru Aldundia) than the Basque football club’s men’s team. 

On the men’s front, premier Spanish football league La Liga is home to both Real Madrid and Barcelona FC, two of the biggest brands in sports. The star-studded league boasts over 115 brand deals, including 50 sponsorships–15% of which are gaming (betting & daily fantasy) brands. South African platform Hollywoodbets, Mexican casino Strendus, East African firm M-Bet, Indian fantasy sports platform Dream11, and Colombian online casino Rushbet.io are a few of its betting partners. La Liga was the first of the top 5 world football leagues to sign a major NFT partnership with Socios.com, while its deal with fantasy sport video game Sorare, inked in 2021, would soon be replicated across Europe within the football community. 

La Liga partners with several alcohol brands in prominent deals–including North American partner Camarena Tequila, exclusive official wine partner Marques del Atrio, and global sponsor Mahou San Miguel, Spain’s top brewery. The league also has more than a dozen licensing deals with Burger King, Panini, Dapper Labs, and Minecraft, to name just a few.

Not surprisingly, La Liga enjoys a prolific social media presence, having engaged more than 5.2M people across 1800 sponsored social posts with 46 brands in the last year–including over 1.6M users across 376 posts through its deal with Socios.com. Last August, La Liga signed a headline-making deal with EA Sports FC that made the video game titan Title Sponsor of all La Liga competitions starting with the 2023-2024 season–replacing Spanish bank Santander, the league’s top sponsor since 2016. EA Sports and La Liga engaged over 1.7M social users with 402 posts in the last 12 months. 

Newly Launched Kings League—Football Designed for the Digital Age

Former FC Barcelona star, Gerard Piqué, recently launched an ambitious–and potentially groundbreaking–post-retirement project: Kings League Infojobs, a new seven-a-side, Spanish football league established in December 2022. Piqué selected 12 partners, called “presidents” (high-profile digital content creators and other former football athletes, including Iker Casillas and Kun Agüero), to build their own teams from the ground up–from creating names and logos to hiring management and technical staff.

One especially high-profile president, influencer Ibai Llanos–a Spanish internet celebrity and renowned esports caster known simply as “Ibai,” whose events hold worldwide streaming records–heads up league club Porcinos FC. The league is leveraging Llanos’ massive following (more than 9M on Instagram alone)–along with the followings of its other presidents–to grow its viewership.

This strategy is proving wildly successful so far. The Kings League has already drawn legions of viewers since its inaugural season kicked off on January 1, 2023, helped in part by an appearance by Brazilian football legend Ronaldinho in the 8th “journey” (weekly game day, in Kings League parlance, aka “matchday”). In January alone, the league racked up 238M views on TikTok, while the league’s Twitch account drew the platform’s highest average number of viewers worldwide the same month.

Kings League rules differ from traditional football regulations, with the goal of adding dynamism to the game via tactics including a tie-breaker penalty shootout, unlimited substitutions, and special “secret weapons” (detailed below). 

Anyone who wants to play for the league–from influencers to athletes, and everyone in between–can apply by submitting an application and video. Kings League then selects 200 players and holds a draft, where presidents and their coaches make their picks. 

Rules & Regulations

  • Kings League matches are held every Sunday from 4:00pm-10:00pm Central European Time (CET), and span 40 minutes divided into two halves.
  • At the conclusion of the 11-journey regular season–which lasts just 3 months–the eight best teams proceed to the playoffs, which will culminate in a Final Four on March 26 at Camp Nou (FC Barcelona Stadium). 
  • There are 2 seasons per year; May 2023 begins this year’s second season.
  • Before every match, each coach chooses an envelope containing a “secret weapon” (arma secreta in Spanish) that provides a playing advantage, which can be used once per game. The 20 “secret weapon” cards include the following advantages, among others:
    • Double goal (6): For 2 minutes, goals scored will count as two. 
    • Penalty from the center (4): A penalty kick from midfield–1-on-1 striker against the goalkeeper, with no rejection possible.
    • Wild card (1): Can be used as a wild card to play any of the other cards.
    • Piqué (1): Gerard Piqué will join the team as a player for that match.
  • At the 18th minute of the first half, a “League Card” is drawn that changes the number of players on the field (1vs1, 2vs2, 3vs3, 4vs4, or 5vs5) for the half’s last two minutes.
  • There are no draws; if teams are tied at the match’s end, a penalty shootout decides the winner.
  • In the starting kickoff, both teams must be on their goals until the countdown ends, and then run to take the ball at midfield.

On May 6, the Kings League will launch Queens League Oysho, named for the Spanish clothing retailer that’s its title sponsor. A women’s league with the same rules and format, its debut–to be played in tandem with the Kings League’s second season, with games held on Saturday–will help to further fuel the momentum of women’s football worldwide. 

League Sponsors

Kings League sponsors activate during matches via rotating billboards, product placement, and halftime challenges, among other assets. Each team can also sign its own sponsors, whose logos can be placed on the players’ jersey sleeves and shorts. Along with the weekly journey recap, “AfterKings,” broadcast Mondays on YouTube and Twitch–the league’s streaming partner–team presidents can stream their games on their preferred platforms, showcasing team sponsors with a product placement or digital billboard/logo activation.

INFOJOBS: The Kings League’s exclusive naming partner and primary jersey patch partner of all 12 teams, Europe’s leading career network brand also sponsors KOI, the esports team cofounded by Ibai.

Simyo: Marking one of its first forays into sports sponsorships, the Spanish telecom company ranks among the league’s main sponsors, whose assets include the “Simyo MVP” award.  

McDonald’s: To promote McDelivery, its delivery services brand, McDonald’s sponsorships in Spain span sports including football (Mirandes), basketball (Cazoo Baskonia), and esports (Movistar Riders), as well as out-of-home advertising worldwide. Within the Kings League, the fast food titan sponsors event-related content including the countdown to matches’ kickoff, and runs a banner ad on Twitch, the league’s streaming partner.

Grefusa: The Spanish food products manufacturer ranks among the league’s main sponsors, and also sponsors its referees. Active in the streaming market, the snack brand also sponsors Ibai’s events, as well as Team Heretics, an esports team.

XiaoMI: An active sponsor of football properties–including the Mexican and Finnish national federations–as well as music festivals and esports teams, the Chinese consumer electronics manufacturer is one of the league’s main partners and its VAR (Instant Replay) sponsor. The brand’s logo also features on the back of all team jerseys.

CUPRA: The Spanish carmaker’s many sponsorships include the World Padel Tour, FC Barcelona, tennis events like the Barcelona Open Banc Sabadell, and KOI, Ibai’s esports club. As the Kings League Stadium Sponsor, the brand’s cars are displayed outside of CUPRA Arena, the league’s home.

Spotify: Hot on the heels of a landmark July 2022 deal with FC Barcelona that named the music streaming giant Main Partner and Official Audio Streaming Partner of the club–and saw the team’s stadium rebranded Spotify Camp Nou–the brand seized the opportunity to get in on the ground level of FC Barcelona alum Piqué’s newest venture, sponsoring the Kings League “secret weapon” cards.

World Cup Final

As the players get ready to take the pitch for the FIFA World Cup Qatar 2022 Final, we compare the two team’s brand portfolio and social game.

FIFA World Cup Fan Festival Hits Cities Worldwide

During the 2022 World Cup in Qatar, the concept of “Fan Fest” was replaced by the “Fan Festival” concept.

FIFA’s plan was to reintroduce the Fan Fest as a more diverse and inclusive entertainment offering encompassing a wide variety of cultures, art, music, food and football outside the stadiums. The concept will also be rolled out during the Women’s World Cup in Australia and New Zealand in 2023.

On December 4, the FIFA Fan Festival celebrated the 1 millionth visitor milestone across all of the Fan Festivals this year.

For this years World Cup, FIFA approved Fan Festival sites 

  • BudX Fan Festivals in London, Seoul and Dubai
  • Corona Fan Festival in Mexico City, Mexico
  • Brahma Fan Festivals in Sao Paulo and Rio de Janeiro 
  • Coca-Cola Fan Festival in Riyadh, Saudi Arabia
  • Doha, Qatar, a non sponsored festival

Some of the Fan Festival activations

  • Interactive physical and digital football game stations
  • Sponsored activations 
  • Appearances from FIFA Legends
  • Official stores with licensed World Cup merchandise. 
  • Content within the FIFA+ streaming platform. 
  • A hat and cup from Budweiser for fans who attended the event in London, and an opportunity to win an England shirt signed by a football legend.
  • In London, Budweiser gave fans the opportunity to win an England signed shirt by a football legend.
  • An adidas-sponsored fan activation in Mexico where attendees played Teqball, a football-based sport played on a specially curved table within a designated area. 
  • adidas also gave away little footballs before, during, and after games. After all games ended, the event host would throw 5 adidas balls into the crowd.
  • Coca-Cola branding across all of the table football (foosball tables) at the event in Mexico City.

Thanks to a new licensing model FIFA introduced in 2022, existing and future FIFA partners can launch local Fan Festivals in major cities outside the host countries to make the tournament experience more accessible for the global fan community.

  • SponsorUnited was in attendance at the festivals in London, Mexico City, Dubai and will be going to Doha on December 17th.

MLS Report 2022

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Brands Spend a Record $461M in Sponsorships Across Major League Soccer Clubs in 2022.
Technology and Utilities categories topped the sponsorship growth chart, accounting for 15% of new brand sponsors.

The MLS 2022 Marketing Partnerships Report analyzes 1,750 partnership deals across the league, clubs and athletes during the 2022 season. The report uncovered that $461 million in club sponsorship revenue was generated across 1,300 unique brands. The beverage-alcohol category and media brands topped the charts with the most active brands.

Key findings from the report include:

Sporting KC, Philadelphia Union and Austin FC attract nearly 100 brand deals each
All three clubs exceeded 90 sponsorship deals for the 2022 season, eclipsing the league average of 62. Sporting KC leads in terms of deal volume, with new partners including Don Neron Tequila, Socios.com, Google Fiber, and Compass Minerals, its new front jersey partner. Austin FC quickly surpassed all other MLS clubs in terms of sponsorship category diversity in just its second season.

U.S. World Cup player DeAndre Yedlin of Inter Miami CF leads with the most new brand collaborations this year
Returning to the MLS this year after a 7-year hiatus, DeAndre Yedlin has inked five brand endorsements this season. Yedlin partnered with three league sponsors–Heineken, Audi, and DoorDash–in addition to Quaker State and Captain Morgan. LAFC player Giorgio Chiellini took the lead in endorsements with 18, and the number of branded social posts with 28.

Cryptocurrency and FinTech propelled Finance to the top of 2022’s list of most searched categories
Crypto sponsorship deals within MLS quintupled to five from just one last year. Cryptocurrency was the most searched financial category within the SponsorUnited platform as more than 250 cryptocurrency brands worldwide were searched, with Coinbase, Crypto.com, and eToro leading the way. 

International and domestic brands ramp up activations with MLS
For the 2022 season, MLS gained six new league partners: Avant, IHG, Socios.com, Sorare, Doordash and Caterpillar. Brands like the Japanese beverage company Asahi tapped into the North America market for the first time through MLS, in addition international brands including Volkswagen, Bermuda Tourism Authority, and Inter&Co. The five most active brands among the league and individual athletes include Heineken (785 social posts), Audi (658 posts), BodyArmour (618 posts), Bank of Montreal (403 posts) and Delta (390 posts).

“MLS continues to impress with its increasing popularity, game attendance, and sponsorships, propelling the league to be the fastest growing in the world,” said Bob Lynch, Founder and CEO of SponsorUnited. “It’s clear to see how MLS franchise median value grew 5x more than other U.S. pro leagues through new investments made from companies like DoorDash, as well as continued support from brands like Adidas, who has been a league partner for the past 26 years. It’s an exciting time for MLS and I’m looking forward to seeing the continued momentum.”

Methodology:
This report was compiled using SponsorUnited’s proprietary platform data from January 15, 2022, through November 8, 2022. Social data compiled from property or person-controlled Instagram, Facebook, Twitter, TikTok, and LinkedIn accounts and social activity.

USA vs. England FIFA World Cup Qatar 2022

The much anticipated USA vs England FIFA World Cup match begins in just a few hours. Take a look at some of the new and extended partnerships brands have activated across both teams.

USA

11/16, Legends Partnership Extended with USA
Less than a week before the USMT’s first World Cup game of 2022 vs. Wales, Legends announced a partnership extension with the U.S. Soccer Federation. The new multi-year agreement builds on a previous four-year partnership to keep Legends as the provider for all U.S. Soccer Store experiences both online and at events. New objectives of this agreement include future plans to implement an elevated version of the Visa Fan Studio, a mobile unit that can be stationed at U.S. Men’s and Women’s National Team matches.

11/7, U.S. Soccer and Volkswagen announce partnership extension
Almost a month before the start of the FIFA World Cup, the U.S. Soccer Federation announced a multi-year partnership extension with Volkswagen. The extension follows the German manufacturers continued growth of electric vehicles, including the ID.4 SUV and upcoming ID. Buzz. New efforts for the partnership include a focus on sustainability and electrification, as U.S. Soccer and Volkswagen will team up to work towards actionable sustainability initiatives and encouraged EV adoption.

11/3, Anheuser-Busch singed a multi-year sponsorship extension with U.S. Soccer
The longest strategic partner of the U.S. Soccer Federation, Anheuser-Busch, announced a partnership renewal that builds off the pre-existing 35-year relationship. The extension includes Kickoff Parties before select World Cup matches that include live entertainment, giveaways, and guest appearances from influencers and alumni. Matt Davis, the Head of Sports Marketing of Anheuser-Busch, focused on supporting the continued growth of the U.S. soccer’s growing fanbase.

ENGLAND

5/30, Nuffled Health announced new partnership with the England FA
As part of a five-year partnership, Nuffled Health was announced as the FA’s Official Health and Wellbeing Partner. The partnership aims to improve the wellbeing of individuals and communities through the mental and physical benefits brought by the game of football.

5/23, Marks & Spencer (M&S) announced new joint partnership with England FA and more
To help promote the brand’s food division, M&S tapped England, Scotland, Wales, and Northern Ireland FA as part of a joint partnership. The campaign began in July, and includes both physical inventory and content integrations featuring star players from the country’s national team rosters.

FIFA World Cup Stars Score Big With Sponsors

The 22nd FIFA World Cup kicked off yesterday with Qatar vs. Ecuador, where Ecuador won over the host country 2-0. The month-long event–whose sponsors include adidas, Coca-Cola, Visa, and Qatar Airways, among others–will showcase the world’s best players in a blockbuster broadcast event that FIFA estimates will draw an audience of over 5B viewers worldwide.

Stars like Alphonso Davies and Sergiño Dest will strive to shine, while storied veterans Lionel Messi and Ronaldo will aim to end their storied careers with a bang in their last World Cup appearance. We compiled the following roundup of the most sponsored athletes in the competition, in order of number of deals.

Neymar Jr

The Brazilian Paris Saint-Germain powerhouse has hinted that this year’s tournament–his third–may be his last. His sponsorship stable includes a whopping 36 brands, among them Puma, Netflix, Qatar Airways, Red Bull, Facebook Gaming, and Pokerstars. Red Bull, Neymar’s partner since 2016, is the main sponsor of his Five, the world’s largest five-a-side football tournament. Neymar’s deal with Puma–reportedly the largest individual sports sponsorship in history–earns him a reported $30M per year. His social media numbers reflect his mega-stardom: with a cumulative social following of over 340M followers, Neymar posted 127 times, engaging within the last 12 months more than 71M and averaging an impressive engagement of 3.6M per brand and 405.5K per post. 

Lionel Messi

With this year’s appearance, Messi and Ronaldo will join an exclusive club–which currently includes just four other players–to have played in five World Cup tournaments. The Argentine legend’s 25 deals include Adidas–a lifetime contract that pays him a reported $25M per year–Budweiser, Pepsi, Lay’s, Gatorade, and Konami. He’s also the only athlete to have a deal with Cirque du Soleil.

With over 510M followers, Messi has become a social media marvel, posting 61 times in the last 12 months for a total engagement of nearly 150M, and averaging an astonishing 8.7M per brand and 1.3M per post. Messi’s 8 Adidas posts alone garnered engagement of 18.6M. The Argentinian phenom posted 11 times in 2022 for his premium lifestyle brand, The Messi Store (total followers:1.5M), engaging 16.5M fans.

Cristiano Ronaldo 

This year’s tournament marks the fifth and final World Cup appearance of the Manchester United megastar, whose 21 partnerships include Nike, Clear, Binance, Herbalife, LiveScore, and Therabody. Sponsored by Nike since 2003, he signed a lifetime contract with the Swoosh in a deal worth a reported $1B. Ronaldo’s unrivaled global reach–he’s the most prolific person in the world on social media, with a total following of close to 760M–allows him to sign slews of exclusive deals, like his partnership with Talabat, a food delivery service company in the UAE.

With 496M followers on Instagram alone, his engagement numbers–a staggering 180M this year across 69 sponsored posts, averaging 12.8M per brand and 1.8M per post–eclipse all players on this list. Ronaldo 7 posts for his clothing and fragrance brand, CR7, garnered engagement of 41.3M, while his 5 posts for Nike scored 25.4M. Ronaldo also owns his own lifestyle hotel called Pestana CR7, with locations in New York, Madrid, Lisbon, Marrakech, Funchal, and his native Madeira.

Son Heung-min

The South Korean star of the Tottenham Hotspurs will make his third World Cup appearance in Qatar, entering the tournament with 14 deals: Adidas, Calvin Klein, Gillete, EA Sports, Tiger Beer, Republic of Gamers, NFTStar, Volvo, Tumi, OpenSea, SK Telecom, Korean Tourism Organization, Cartier, and Gentle Monster. 

The only European football athlete sponsored by Volvo and Cartier, Son is Calvin Klein’s brand ambassador in South Korea, and joins Alan Walker, Loserfruit, Nyjah Huston, and Karl-Anthony Towns as a partner of gaming equipment maker, Republic of Gamers. In 2022, his 33 sponsored posts engaged 13.2M followers, with a per-brand average of 1.6M, while his 20 Adidas posts totaled 11M in engagement.

Jack Grealish

Following his monumental, $139M move from Aston Villa to Manchester City in August 2021–which broke the British signing record–Grealish will make his World Cup debut in Qatar, entering the tourney with a stacked endorsement portfolio of 12 brands: Nike, EA Sports, McDonald’s, Icons Memorabilia, Gucci, Amazon Prime Video, Panini, PlayStation, Topps, Bose and boohooMan. Grealish is one of two World Cup players, along with Serge Gnabry, to partner with Gucci, earning a reported $1.2M. The Man City megastar’s 21 sponsored posts totaled engagement of 3.1M this year, averaging 352.7K per brand.

Guillermo Ochoa

Heading into his fifth World Cup, the Mexican stalwart known as “Memo” boasts 9 deals with Xbox, Nike, Trebel Music, Expedia, Michelob Ultra, Troquer, Hugo Boss, Dolo Neurobion, and Perfumerica. Ochoa posted 42 times for the 9 brands in 2022 , totaling 1.4M in engagement. This year, Americans Christian Pulisic and Carli Llyod joined Ochoa in a TV spot for Michelob Ultra–which also partnered with designer Guillermo Andrade to create a limited-edition, unofficial World Cup jersey for fans.

Virgil Van Dijk

This year’s competition will be the Dutch Liverpool defender’s first, but the Champions League winner already has 8 brand deals–with EA Sports, Nike, JBL, Cadbury, Tundra eSports, Meta Quest, Freia, and Sponsor Thailand–thanks to his notable success at the club level. Van Dijk is one of two European football athletes–along with Mason Mount–to have a deal with JBL. Van Dijk’s sponsored engagement on social media totaled 2.7M, with an impressive 455K average per brand. 

Trent Alexander-Arnold

The breakout star for Liverpool and England will compete in his second World Cup in Qatar, entering the tournament with deals with Therabody, Red Bull, Konami, WeAre8, Palo Alto Networks, Bang & Olufsen, and Under Armour, with whom he inked a multi-year deal worth a reported $2M annually. With close to 20M total followers on social media, the stellar right-back chalked up 5M in engagement and an average 628.3K per brand across 19 sponsored posts.

Alphonso Davies

The Ghana-born, 22-year-old standout will lead Canada in its first World Cup appearance since 1986. Besides Nike, Davies partners with Bank of Montreal, Topps, EA Sports, BioSteel, Crocs, Jordan Brand, and HATTRICKS, teaming up with the TK to create a digital football collectable game. Davies’ 33 sponsored social posts racked up a total engagement of nearly 2M this year.

Kevin De Bruyne 

Playing in his third World Cup in 2022 the Belgian Manchester City star’s sponsor lineup includes Nike, Therabody, UFL, Balln, SecretLab, Phemex, Wow Hydrate, and Lanistar. He’s also the only athlete endorsed by AI company, Balln, and crypto platform, Phemex. With a cumulative social following of 45M, De Bruyne engaged 2.1M fans across 18 posts, averaging 314.1K per brand.

Sergiño Dest

The 22-year-old defender–on loan to AC Milan from La Liga club Barcelona–will be playing in his first World Cup for USMNT, and has deals with Nike, BioSteel, AT&T, Hugo Boss, Icons Memorabilia, and EA Sports. Dest posted 5 times on social media this year, engaging 465K followers.

 

 

USMNT FIFA World Cup Endorsements

The much anticipated United States men’s national team’s roster for the 2022 FIFA World Cup was released last night in New York.

The formation below portrays the players with the most endorsements and is mostly supported by brands such as AT&Tadidas and JLab.

Coca-Cola FIFA World Cup Campaign

With the world’s biggest quadrennial sporting event just 10 days away, SU has been capturing unique brand activations and crossover campaign insights into the longstanding partnership between FIFA and The Coca-Cola Company, a FIFA partner since 1976 and an official sponsor since 1978. Let’s take a closer look at this epic partnership:

FIFA World Cup Trophy Tour by Coca-Cola

The World Cup Trophy Tour–which kicked off in Dubai in May and included 51 countries and territories–wraps up this week in Toronto, its last stop in North America (host of the 2026 World Cup) before the trophy heads to Qatar for the hotly anticipated 2022 event, beginning November 20. For the first time ever, the tour visited all 32 countries that qualified for this year’s World Cup–bringing Coca-Cola and FIFA one step closer to their goal of visiting each of FIFA’s 211 member associations by 2030.

In another first, all activations throughout the tour were digitally led–reducing waste and minimizing consumption of water, energy, and materials at each stop–in a nod to the beverage giant’s wide-ranging sustainability efforts. 

SponsorUnited was on the ground for the tour’s stop in Dallas earlier this week. The seamless, two-day event proved to be a terrific experience for fans, who enjoyed activities including fast-feet interactive games and foosball. At Coke Ink Studio, they could get “inked” with temporary tattoos of Coke cans bearing promises they’d make if the US wins the World Cup, part of the company’s sprawling “Believing Is Magic” campaign (detailed below). Other fan favorites: a photo opp with the trophy, sponsored by Coca-Cola, as well as a chance to create a Panini trading card with a selfie.  

“Believing Is Magic” Campaign

To inspire fans worldwide to share the commitments they make in support of their favorite teams, Coca-Cola unveiled the “Believing is Magic” campaign in September, spotlighting authentic moments of connection between fans, and the beliefs, rituals, and promises inherent in World Cup fandom. In keeping with Coca-Cola’s focus on digitally driven initiatives, the campaign features an online hub that connects fans across the world, and three digital films about the promises fans make if their team wins. 

Taglines like, “If we win I’ll get a tattoo” will also feature on special edition “promise” packaging worldwide–part of Coca-Cola’s commitment to immerse fans in soccer’s unifying magic.

Once the World Cup kicks off on November 20, Coca-Cola will also unveil a program that highlights fan superstitions during matches. New packaging also will showcase team colors and shared promises. 

World Cup 2022 Anthem: “A Kind of Magic” 

On October 19, Coca-Cola and Universal Music Group announced the unveiling of the FIFA World Cup 2022 campaign anthem–a multicultural reimagining of Queen’s iconic track, “A Kind of Magic.” 

A collaboration between three female recording artists–Danna Paola of Mexico, Felukah of Egypt, and Tamtam of Saudi Arabia–the song was released on October 21, as was the accompanying performance video, filmed in Mexico City. The video captures the excitement for one of the biggest sporting events on the planet, fusing Latin and Arabic culture with the impassioned world of the FIFA World Cup.

An electrifying performance of “A Kind of Magic” is scheduled for the World Cup opening ceremony on November 20, when Qatar will face off against Ecuador to jumpstart the FIFA festivities.

 

Liga MX Final

Leg 1 of the the Liga MX Final begins tomorrow as Toluca FC matches up against CF Pachuca in this final stage.

Toluca FC top sponsors: RoshfransCaliente Interactive, Corona (Anheuser-Busch), Under Armour, and Aeromexico.

CF Pachuca top sponsors: TelcelBetcris, Corona (Anheuser-Busch), Cementos Fortaleza, and GRUPO CHARLY.