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.
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.
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.