Granada CF returns to La Liga

Nerja, Málaga, España (lunes 19 de agosto de 2019) – Kenneth Russo

Granada Club de Fútbol is back in La Liga Santander, and the primary mission this season will be to survive in the top flight of Spanish football. The beginning of a new season is always filled with anticipation, and the battle for la permanencia began with a goleado, a wild encounter Saturday night at the Estadio de la Cerámica in Villarreal, where the rojiblancos produced a 4-4 draw with Villarreal.

Antonio Puertas scored the goal that earned the away point. Manager Diego Martínez, who is the youngest head coach in La Liga, said, “We are a team that believes.” That belief will receive a second test at home this Friday as Sevilla FC come to Granada.

El Granada Club de Fútbol está de vuelta en La Liga Santander, y la misión principal de esta temporada será sobrevivir en la máxima categoría del fútbol español. El comienzo de una nueva temporada siempre está lleno de anticipación, y la batalla por la permanencia comenzó con un goleado, un encuentro salvaje el sábado por la noche en el Estadio de la Cerámica en Villarreal, donde los rojiblancos produjeron un empate 4-4 con Villarreal.

Antonio Puertas marcó el gol que le valió el punto como visitante. El gerente Diego Martínez, quien es el entrenador más joven en La Liga, dijo: “Somos un equipo que cree”. Esa creencia recibirá una segunda prueba en casa este viernes cuando el Sevilla FC visita al Granada.

Se Presentan La Canción De La Liga: Los Latidos Del Fútbol

LaLiga no tenía una música única, un sonido integrador y reconocible, una identidad sonora que hiciera que todos los fans del fútbol español se sintiesen identificados con ella. Hasta ahora

Granada, España (jueves, 15 de agosto del 2019) –

Vacationing in Spain seemed like a good time to highlight this story on La Liga’s new song.

Article is reprinted here:

Los latidos del futuro, compuesta por Lucas Vidal, ganador con solo 35 años de dos Goya (Palmeras en la nieve y Nadie quiere la noche) y un Emmy por la composición del tema musical de la cadena ESPN para los Juegos Olímpicos de Rio de Janeiro 2016, es la nueva banda sonora de LaLiga.

Una canción que une a los aficionados de todos los colores en las mismas notas musicales y un tema que demuestra que la pasión por el deporte rey está por encima de un equipo concreto. “Ha sido un sueño en mayúsculas. Recibí el encargo con gran emoción e inmediatamente supe que se trataba de una responsabilidad y que debía estar a la altura de la afición. Precisamente es el público el que me ha servido de inspiración, gracias a su latido al unísono, a su energía y a su entrega. Espero devolverles con esta identidad sonora la pasión que sienten al ver cada partido de LaLiga”, afirma Lucas Vidal.

— Read on

Los latidos del futuro

Inter Miami Signs Its 3rd Player In Move That Is Right According To Plans

Miami, Fla. (Tuesday, August 6, 2019) –

Inter Miami CF have announced the acquisition of its third player today, with the transfer of Christian Makoun from Venezuelan side Zamore FC.

Makoun, whose full name is Christian Frederick Bayoi Makoun Reyes is a 19 year-old with dual citizenship (Venezuela, Belgium). He is a left-footed defensive midfielder who can also play in the centre back position.

Venezuelan U-20 International and new Inter Miami CF player Christian Makoun. photo: Inter Miami CF

Makoun is one of the top prospects on the Venezuelan U20 squad. He had a brief spell at Juventus on loan from Zamora, but the Turin side did not act on the purchase option that was part of the loan agreement, which ran on June 30, 2019, meaning that Makoun was back on the books at Zamora.

“We are happy to add a young player with solid experience both in Europe and South America to Inter Miami’s roster,” Inter Miami sporting director Paul McDonough said in a statement. “Christian is a grounded player of good character and maturity. He has shown us that he strives to represent himself and his home country at the highest level, and this is the mindset we want to build at Inter Miami.”   

Makoun is the club’s third signing and the third highly-rated South American teenager to join, following Matias Pellegrini and Julian Carranaza last week. 

Inter released this excellent piece where Makoun speaks a bit about what he can bring to Miami:


Makoun is the third highly-rated young South American to be acquired by Miami, which is exactly as we should have expected the club to begin building its roster.

Sporting Director Paul McDonough is an expert at working the salary cap to its maximum potential. As he did in Atlanta, he is bringing on young South Americans who have future transfer potential to a European club. When it comes to negotiating, he has an advantage he didn’t previously have: the fact that Miami is a very desirable place and that David Beckham is one of the owners. That advantage can allow Inter to drive a harder deal. So far, of the three players signed by the club, only Argentinian winger Matías Pellegrini will be a designated player (in this case a “Young Designated Player.) According to Transfermarkt.com, the team paid a transfer fee between $6 and $9 million to buy Pelligrini from Estudiantes in Argentina, in a transaction that likely has a performance based component. The other two signings have potential could demand DP-level budget charges in a club other than Miami, but neither of Argentinian forward Julián Carranza or Venezuelan defensive midfielder Christian Makoun will take up one of those coveted three DP spots, leaving two DPs to be added later. That, however, will have to wait as the secondary transfer window in MLS is now closed.


Resumen en español

Este martes en horas de la mañana se confirmó la tercera incorporación: el polifacético Christian Makoun, volante y defensor venezolano con experiencia internacional que ha jugado en el Zamora F.C. de su país y además tuvo un importante paso por el filial de la Juventus. Además participó en el Mundial sub-20 de Corea del Sur en 2017, cuando la Vinotinto de dicha categoría finalizó como subcampeón del Mundo, sumado a la capitanía y liderazgo que le implementó a la selección sub-20 en el pasado Sudamericano llevado a cabo en enero.

La noticia fue anunciada en un comunicado de prensa directamente en la cuenta de Twitter oficial del Inter Miami, sumado a varios videos cortos con mensajes de bienvenida. «Inter Miami CF anuncia hoy que ha firmado al capitán del equipo venezolano U-20, Christian Makoun, como su tercer jugador en la historia del club, a la espera de recibir su Certificado de Transferencia Internacional (ITC) y su visa P-1″, fue parte de lo expuesto en el anuncio.

Asimismo, el Director Deportivo Paul McDonough indicó sobre la relevancia de este fichaje para el club debido a las características no sólo profesionales sino personales del joven futbolista venezolano que tan sólo cuenta con 19 años de edad. «Estamos felices de agregar un jugador joven con una sólida experiencia tanto en Europa como en Sudamérica a la lista del Inter Miami. Christian es un jugador con buena reputación y buen carácter. Nos ha demostrado que se esfuerza por representarse a sí mismo y a su país de origen al más alto nivel, y esta es la mentalidad que queremos construir en Inter Miami».

Makoun además de haber participado en un Sudamericano sub-17 y sub-20, sumado al Mundial de la última categoría, también disputó partidos tanto de Copa Sudamericana como de Copa Libertadores con Zamora F.C., equipo que fue parte fundamental de su formación como jugador.

El valenciano se unirá a una extensa lista de jugadores criollos que se encuentran disputando la MLS o que en algún momento lo hicieron. Además, el volante y defensor se convertirá en el cuarto jugador de aquella plantilla que finalizó como subcampeona del Mundo sub-20 en Corea del Sur 2017, en llegar al fútbol norteamericano.

Inter Miami CF Select Heineken As Top Draught Pick; Announce Multiyear Sponsorship

Dutch brewing giant continues to invest in soccer and now has sponsorship agreements with 11 MLS clubs in addition to league-wide deal.

Club Internacional de Fútbol is positioned to become the first global team of Major League Soccer.


“We are proud to welcome Heineken as the founding partner of our growing Inter Miami CF family and look forward to making history together as we kick off our first season in MLS.”

Jurgen Mainka, Chief Business Officer, Inter Miami CF

Miami, Fla. (Monday, August 5, 2019) – Kenneth Russo

The teaser ad went live on last Friday on Inter Miami CF’s Instagram and Facebook accounts, complete with announcers speaking in a distinct Miami accent, asking the question, “What will Inter Miami CF do with their first “draught” pick?”

The promo was filmed last month right here in Miami, and, the theme was a nod to fans of more traditional “American” sports like American football and basketball, where there is always a buzz around what player gets selected with the first draft pick.

“The answer is that this pick might just be the best in the world and it’s used to doing well under the sun, which is so key here in Miami.” The ‘sportscasters’ also predicted that this pick was going to be European.

Who will be quenching our thirst for goals?

Who will play con el sabor this city deserves?

And correct they were.

Today, the club announced that Heineken will be the official beer of Inter Miami CF. The multi-year deal establishes Heineken as the first Founding Partner and Official Beer of Inter Miami CF, granting them signage, intellectual property rights, and retail activations. The brand will work closely with Inter Miami to continuosly elevate the fan experience in South Florida. The deal comes after Inter Miami appointed London-based KIN Partners in February as their exclusive sponsorship sales representation agency. As is the custom, no financial details about the partnership were made public. However deals like this customarily represent a multi-million dollar investment by the sponsor in the club over the term of the agreement.

At the announcement yesterday, at El Tucán in downtown Miami, the official commercial was shown for the first time. The is available on Inter Miami’s official website (www.intermiamicf.com) and on social media channels. It was filmed in July, 2019 at Toe Jam Backlot in Wynwood (Miami) and feature the club’s three official supporters groups, Southern Legion, Vice City 1896 and The Siege Supporters Club.

Present at yesterday’s announcement was Heineken’s Chief Marketing Officer, Jonnie Cahill, who said that Heieneken “could not wait” for Miami to join Major League Soccer. “After much anticipation and excitement around the return of MLS to South Florida, we are thrilled to play a role as Inter Miami CF’s first official partner, and look forward to celebrating many future firsts together,” Cahill said. “We are known worldwide as a devoted soccer brand, and through this partnership, we can’t wait to provide soccer fans across South Florida with the premium experience—and beer—they have come to expect from Heineken for years to come.” He went on to say that Heineken will be with the club every step of the way to make Inter Miami CF the most iconic club in MLS.

Inter Miami CF have established the Founding Partner level of partnership for partners who seek the highest levels of visibility, access to the team and experiences that can be customized to forge an unprecedented connection with Inter Miami CF fans throughout South Florida and beyond.

“Our goal at Inter Miami CF is to provide the best possible experience to our fans. With Heineken we have an excellent partner who not only shares our vision and passion for the sport but also understands the importance of being a community-first organization who engages directly with our core audience.”

“We have an excellent partner who not only shares our vision and passion for the sport but also understands the importance of being a community-first organisation who engages directly with our core audience.”

Jurgen Mainka, Chief Business Officer, Inter Miami CF

“Since 2014, Heineken has been an invaluable supporter of Major League Soccer and our clubs, so it is with great pride that we congratulate Heineken and Inter Miami CF on the announcement of their partnership,” said MLS Deputy Commissioner and President of MLS Business Ventures, Gary Stevenson. “Heineken has a deep history of forging authentic relationships with fans across the league through celebratory moments and numerous club partnerships. We look forward to working with both brands to engage fans in Southern Florida in innovative ways for many years to come.”

The agreement mark’s Heineken’s 14th club sponsorship in MLS, in addition to it’s league-wide partnership which is in the second year of a five-year extension signed in March 2018.

The Heineken’s Brouwery, Amsterdam, Netherlands
The Inter Miami supporters groups were featured in the creation of the commercial. Photo: Heineken
ReLATED

Shortlist Of Head Coaching Candidates at Inter Miami CF

Several Names Meet The Criteria

Miami, Fla. (Saturday, August 3, 2019) – Kenneth Russo

Inter Miami begins its first season in Major League Soccer next March, and team officials were present at last Wednesday’s MLS All-Star Game in Orlando. Managing Owner Jorge Mas spoke with BBC Sports and other reporters, telling them that the team is “very close” to hiring a manager, and further that it is “someone you’re going to know who has coached before at the highest level and who has played at the highest level.” He said they are looking for a long-term coach.

“We are trying to get someone who can also commit here for a period of time and leave his fingerprints on our team,” Mas said.

“MLS experience is not a hard-fast requirement; but if we brought a coach in who did not have MLS experience, then we’d certainly understand there’s a void there and add MLS experience to his immediate support staff .”

Paul McDonough, Sporting Director

Jorge has previously mentioned the fact that the team had been to Europe to talk to candidates. With the above criteria and taking into account managers who are available, a shortlist of candidates would include:

Santiago Solari

The 42-year-old Argentine played at River Plate, Atlético Madrid, and Inter Milan, and has coached the Argentine national team, Real Madrid youth and briefly Real Madrid CF.

Solari took over the reigns at Real Madrid after Julien Lotepegui was dismissed following a 5-1 thrashing to Barcelona in El Clásico at the Camp Nou last October. He was the victim of two fatal weeks, in which Real said adíos to having a chance to win any of the three competitions in play (Copa del Rey, Champions League and La Liga). His time in charge ended on March 11, 2019 with the arrival of Zizou.

Solari retreated after his dismissal to his house in Ibiza to relax and destress. He still is being paid his salary by Real Madrid as his contract with the Merengues runs until 2021. He reportedly also received an offer to work at the club as a coach at their academy (“fútbol base de Valdebebas”) in April 2019 but wanted more time to respond, and ultimately did not take that job.

Both Solari and Julien Lotepegui want to continue to manage at the senior level. In the case of Lotepegui, he has received offers in the past from clubs in the Premier League, and it is thought that his preferred coaching style would be well suited to that competition. Solari was reportedly considered by Real Betis as a replacement for Quique Setién, who managed Betis for the past two seasons.

Massimiliano “Max” Allegri

Foto LaPresse – Daniele Badolato 21/05/2017 Torino ( Italia) Sport Calcio Juventus –

Allegri, 51, Italian, is a former midfielder who played in the Serie A and most recently led Juventus to five consecutive Scudettos (Serie A league titles, four Coppa Italia titles) and two Champions League finals from 2014-19. His five straight Scudetti is a first for a Serie A manager. Since his first appointment at Aglianese in Italy’s Serie C2 in 2004, Allegri has been on an increasing upwards trajectory which has now placed him as one of Europe’s top coaches. He won the Serie A title in his first year coaching AC Milan in 2010-11 season.

Allegri is ranked number four in the ESPN ranking of the world’s top 100 Coaches. Apart from his very obvious leadership qualities, Allegri’s success is also due to his tactical flexi bility, which makes him probably the most complete coach in the world. Allegri has also proven he can handle big personalities and players, with names likes of Zlatan Ibrahimovic, Gennaro Gattuso, Alessandro Nesta, Clarence Seedorf, Alexandre Pato, Robinho, Antonio Cassano and more recently Cristiano Ronaldo shining under his leadership.

“Playing well is one thing, winning is another.”

Max Allegri

David Moyes

The 56-year-old Scot played at Celtic, then coached at Preston North End, Everton Manchester United, Real Sociedad, Sunderland and West Ham United).

Moyes recently spoke openly about his experience when first beginning at Everton:

He also recently had this to say about Manchester United, where he was hired in 2013 to replace the legendary Sir Alex Ferguson, and later sacked after just 10 months at Old Trafford. He admits he will always be disappointed that he failed to carry on Fergie’s run of success.

Jurgen Klinsmann

Juergen Klinsmann faces the media next to the club’s logo at a press conference in Munich, Jan. 11, 2008. AP Photo/Diether Endlicher)

Klinsmann, 55, is a former German international and US Men’s National Team coach who resides in Southern California. He too fits the description. He played for VfB Stuttgart, Inter Milan, AS Monaco, Tottenham Hotspur and Bayern Munich, and played on the 1990 World Cup Champion team for Germany. In addition to the United States, Klinsmann has coached Germany, guiding Der Mannschaft to a third-place finish at the 2006 World Cup. No matter where he has managed, he has left behind a slew of supporters and detractors. As a club manager with Bayern Munich, Klinsmann lasted less than a full season, being fired in April 2009. He was credited with bringing new philosophies and even new-age training ideas to a club steeped in tradition.

Klinsmann seems like an unlikely candidate for the Inter Miami job. He has indicated a willingness to get back into coaching, but only if the right opportunity were to arise. It also appears his interests lie in coaching a national team rather than a club.

“Ahead of the World Cup in Russia, I had four or five inquiries from teams playing there,” Klinsmann told Sport Bild. “But I turned them down because their goal was to survive the group stages.”

“I had this goal with the U.S. (at the 2014 World Cup). It’s not enough for me now. If (I return), I want to lead an association of a certain calibre and with the goal to reach the semifinals at the World Cup. But if such a situation does not come to pass in the foreseeable future, I wouldn’t mind it for family reasons. My daughter Laila still attends school. And when she attends university next year, the situation changes.”

Roberto Martínez

Former Wigan, Swansea and Everton Manager Roberto Martínez, now coaching Belgium.

The current manager of the Belgium national team, Roberto Martínez, 46, was linked as a potential successor to Ernesto Valverde at FC Barcelona. The Spanish national is originally from Catalunya. He is under contract with the Belgian federation until June 30, 2020, as is Valverde at Barcelona.

According to a local Barcelona media report, the Blaugrana would prefer a coach who is ‘tougher’ in training, more ‘daring’ with his tactics and substitutions, and plays a more ‘attacking’ style of football. That local media outlet settles on Martinez as an individual who ticks those boxes.

Martínez began his playing career at Balaguer (his hometown in Spain), then played in England and Scotland (Wigan 1995-2001, Motherwell 2001-2002, Walsall 2002-2003, Swansea 2003-2006 et Chester 2006-2007). As a coach he has been in charge of Swansea from 2007-2009, Wigan 2009-2013 and Everton 2013-2016 prior to accepting the position with the Belgian Federation in 2016.

Martinez signed a contract to become the manager of Wigan Athletic in June 2009. Upon his arrival at the Barclays Premier League team, Martinez quickly established himself as one of the best young minds in the ranks of European football managers.  He spent four Premier League seasons at Wigan.

Martinez was named the manager at Everton FC in June 2013, taking over the team from David Moyes who replaced legendary Sir Alex Ferguson at Manchester United.

His most notable distinction to-date is leading Les Diables Rouges to a third-place finish at the 2018 World Cup. He also guided Wigan to the FA Cup title in 2012-13.

Thierry Henry

Henry, the 41-year-old former French international, won a World Cup with Les Bleues and is one of the best strikers of all-time, and has played and coached at the top level. Henry played for Monaco, Juventus, Arsenal (leading scorer in club history with 174 goals), Barcelona, and the New York Red Bulls, which gives him MLS experience. He was an assistant coach for Belgium’s World Cup team in 2018 and coached in his first assignment as a manager at Monaco last season, but was let go.

Thierry Henry (Arsenal) celebrates with Arsenal at the last match ever at Arsenal Stadium, Highbury, London, 7-May-2006. Credit : Arsenal Football Club / Stuart MacFarlane.

Gennaro Gattuso

Italian sports daily publication La Gazzetta dello Sport is reporting that former Italian international midfielder Gennaro Gattuso is one of the leading candidates to become the first manager of Inter Miami CF and has been in serious talks with the club. Gattuso was one of the key players on some great AC Milan squads during the early 2000s, playing alongside such stars as Defenders Paolo Maldini and Alessandro Nesta, midfielder Andrea Pirlo and under the direction of manager Carlo Ancelotti. He was also a teammate of David Beckham in 2009-10.

Gattuso, 41, resigned as coach of AC Milan in late-May after the team finished in fifth place in Serie A, one spot short of qualification for the UEFA Champions League. Talking about his emotional departure from the Rossoneri he told La Repubblica:

“Deciding to leave Milan’s bench is not easy. But it’s a decision I had to make. There was not a precise moment in which I made it, it was the sum of these 18 months as coach of a team that for me will never be like the others. Months that I lived with great passion, unforgettable months. Mine is a painful but thoughtful choice. 

“Am I giving up a two-year contract? Yes, because my story with Milan can never be a question of money.”

He went to say that the stress had gotten the best of him. “I’ve barely slept in the past 18 months, mentally I’m in pieces.” He had two years left on his contract at the time of his resignation; he asked that his remaining salary be divided among his assistant coaches.

Gattuso played 468 matches for Milan from 1999-2012 and wore the captain’s armband after Paolo Maldini retired. During his career, he won Champions League titles, Serie A championships, and played in three World Cups with the Italian national team, including as a member of the World Cup Champion side in 2006.

Gattuso was known for his fierce play. He left everything on the field every match, becoming famous for his fighting spirit, heart and determination. There is no doubt that he has first-hand knowledge about what it is like to play for a championship side.

Gennaro Gattuso challenging Palermo’s Luca Toni in a match in at the Stadio Renzo Barberi in Palermo on January 9, 2005.

Gattuso previously coached AC Milan’s U19 team, assuming the managerial post for the first team midway through the 2017-18 campaign following a tough start to the season for the Rossoneri. Pundits immediately questioned the decision due to his lack of experience. Gennaro tackled the question at his initial press conference: “It’s ridiculous to me that all we ever talk about is my grit,” he said. “They didn’t just give me my licence, I studied to get it.” Gattuso lit a fire under the Milan players, and whatever he may have lacked in managerial experience, he was able to get more from the players than predecessor Vincenzo Montella and steered Milan to sixth spot, as well as the Coppa Italia final.

As a result of his fine work, the Italian was handed the job permanently at Milan and signed a contract until 2021. Overall with AC Milan, he won 40 games, lost 20 and drew 22. Milan’s fifth-place finish in Serie A last season was its best since 2012-13, but he opted to leave.

According to La Gazzetta, he recently turned down the coaching job at French club Nantes. He was also linked with the Newcastle job in England, but they hired Sheffield Wednesday coach Steve Bruce.

Italian fashion: Gennaro Gattuso while head coach of Palermo during the Serie B match between AS Bari and US Citta di Palermo at Stadio San Nicola on September 24, 2013 in Bari, Italy. (Photo by Giuseppe Bellini/Getty Images)

What could we expect from the man nicknamed “il ringhio” (the Italian word for growl) in Miami at the helm of the Rosinegro? At his very first press conference with AC Milan, Gattuso confirmed that he would deploy a back three, four in midfield and some variation of three forwards, a 3-4-1-2 looking likely. He also has deployed on many occasions at Milan a 4-3-3, with an emphasis on possession and a patient build up in the attack. He makes full use of the full backs get high and wide to take the place of the wingers should they go looking for the ball deep or infield, which they often do.

Paul McDonough, Miami’s Sporting Director, said last week that they had serious conversations with two coach candidates and that they won’t hire someone unless it is the perfect fit. He said MLS experience was not mandatory.

“MLS experience is not a hard-fast requirement; but if we brought a coach in who did not have MLS experience, then we’d certainly understand there’s a void there and add MLS experience to his immediate support staff,” McDonough said.


Continue reading Shortlist Of Head Coaching Candidates at Inter Miami CF

Budweiser Announces Global “Be A King” Campaign With Sponsorship of La Liga and Premier League

New activations in more than 20 countries.

Budweiser, known as “The King of Beers,” will roll out its new campaign “Be A King” as part of these new sponsorship agreements.

Miami, Fla. (Tuesday, July 30, 2019) –

Budweiser, an international brand of Anheuser-Busch InBev, (“AB InBev”) announced last week a multiyear agreement to be a sponsor of both La Liga and the Premier League. This new sponsorship agreement will make Budweiser the official beer of the two top leagues in the world and will see activations across five continents and in more than 20 countries, including the United Kingdom, China, South Africa, India, Chile and Nigeria. Fans will be brought closer to the players they follow through a series of unique programs around the world. It The two league sponsorship will be the company’s biggest-ever integrated marketing campaign.

Separately, on July 7, 2019, Budweiser also announced a sponsorship deal with the National Women’s Soccer League (NWSL).

The new sponsorship assets include 30-second video ads for both the Premier League and La Liga that feature on-pitch action intercut with Budweiser product shots to emphasise the slogan: “Beer of Kings.”


It had been rumoured since last November that Budweiser was looking to strike a deal with the Premier League. Now, they will replace Carling as the league’s official beer partner. Meanwhile, in Spain, Budweiser’s new sponsorship cannot be activated just yet, as La Liga is contractually bound for one more season with it current deal with domestic beer brand Mahou Cinco Estrellas.

Mahou Cinco Estrellas has one more season as official beer of La Liga.

The rights in the two deals are broadly similar. Under the multi-year deals, Budweiser will get an extensive suite of rights to activate globally, including LED perimeter boards, collective image rights, on-package branding rights, and exclusive content rights.

For its Premier League and La Liga sponsorships, Budweiser has planned year-long marketing programs that will include viewing parties for fans, limited-edition packaging and content focused on seminal players both on and off the pitch.

Eelco van der Noll, head of partnerships at AB InBev, described the deals as the “missing piece in the puzzle” for Budweiser’s sponsorship program in between World Cups. Now, Budweiser will be in the spotlight every year during the Premier League and La Liga seasons.

One of the primary components of the deal is on-package branding rights, which will see the La Liga and Premier League players, logos and trophies pictured on Budweiser’s primary and secondary packaging.

Richard Masters, interim chief executive of the Premier League said, “We are delighted to announce Budweiser as a new Premier League partner. Budweiser has a track record of innovative football sponsorships, including partnering with the FIFA World Cup over many years. We look forward to working together to bring our new partnership to life and capturing the imagination of our fans all over the world.”

La Liga President Javier Tebas also commented, “We’re committed to growing the passion for football around the world. This historic partnership with Budweiser will only add to the growing excitement and anticipation for this year’s season and we’re thrilled to have them as partners. The global visibility of Spanish clubs will be strengthened thanks to this agreement.”

Pedro Earp, chief marketing officer at AB InBev said: “We are excited to kick-off these long-term partnerships with the Premier League and La Liga, two world-class football competitions.” He added: “These partnerships will allow us to further connect with key consumers and football fans across the globe. We are passionate about football, and so are our consumers, so we couldn’t be prouder to celebrate the sport, the players, and most importantly, the fans.”

Budweiser is already a long-time partner of the Fifa World Cup, but is strengthening its ties with football via this new association with two of the world’s most famous leagues. Earlier this year, it became the official beer of the England senior women’s team and of Wembley Stadium.

Particulars: Collective Images

In each collective image, Budweiser has to use at least four Premier League players, each representing different clubs, and seven La Liga players, also representing different clubs.

Content Rights

The rights in the two deals are broadly similar, but there are some differences when it comes to content rights and LED rights.

LED Rights

At La Liga, Budweiser will get 3-4 minutes’ LED time per game at every fixture except Barcelona and Real Madrid home games. [This is likely due to sponsorship agreements those clubs have in place with brewers Estrella Damm and Mahou Cinco Estrellas, respectively.]

Under the Premier League deal, Budweiser will also get a smaller share of Premier League LED rights, which it has purchased through an agreement with a third-party provider.

Next Page: Why the new deal with Budweiser is significant to La Liga

Resumen en español

Budweiser, marca internacional de Anheuser-Busch InBev, anunció la semana pasada un acuerdo de varios años con dos de las principales ligas de fútbol internacionales, la Premier League y La Liga. Como antiguo socio de la Copa Mundial de la FIFA™, y seguidor de las ligas de fútbol y de diversas selecciones nacionales de todo el mundo, Budweiser se enorgullece de ampliar su apoyo al deporte rey conectando con más aficionados al fútbol cada año. Estos nuevos acuerdos se activarán en los cinco continentes y en más de 20 países, incluyendo a Reino Unido, China, Sudáfrica, India, Chile y Nigeria, acercando a los seguidores a sus héroes del fútbol gracias a una serie de programas únicos en todo el mundo.

Siendo la marca de cerveza más valiosa del mundo, the King of Beers lanzará su campaña global Be a King junto con estos acuerdos. Esta campaña inspirará a aficionados de todo el mundo acercándolos a los reyes del deporte. Las acciones incluirán envases de edición limitada mostrando los emblemáticos trofeos de liga, ‘viewing parties’ exclusivas, activaciones en broadcasters y contenido diseñado para celebrar la grandeza de los jugadores en el terreno de juego y su impacto cultural fuera del mismo.

“Nos entusiasma poner en marcha estos acuerdos a largo plazo con la Premier League y La Liga, dos competiciones de fútbol de categoría mundial. Estas asociaciones nos permitirán conectar aún más con los consumidores clave y seguidores del fútbol de todo el mundo”, declaró Pedro Earp, director de marketing de AB InBev. “Nos apasiona el fútbol, igual que a nuestros consumidores, así que no podemos estar más orgullosos de homenajear al deporte, a los jugadores y, lo que es más importante, a sus aficionados”.

Richard Masters, director general en funciones de la Premier League afirmó: “Estamos encantados de anunciar que Budweiser será un nuevo socio de nuestra competición. Budweiser tiene un gran historial de innovadores patrocinios de fútbol, incluyendo el de la Copa Mundial de la FIFA™ durante muchos años. Estamos deseando trabajar juntos para desarrollar esta asociación y atraer el entusiasmo de nuestros aficionados de todo el mundo”.

El presidente de La Liga, Javier Tebas, añadió:

“Estamos comprometidos con aumentar la pasión por el fútbol en todo el mundo. Esta asociación histórica con Budweiser será una gran aportación a la creciente emoción y expectativas para esta temporada y estamos muy felices de tenerlos como socios. La visibilidad global de los clubes españoles se fortalecerá gracias a este acuerdo”.