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Relevent Sports Set to Help La Liga Expand Its Presence In the US

With a strong knowledge of the American soccer space, the parent company of the International Champions Cup is ready for a new endeavor with La Liga.

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Years ago, Charlie Stillitano noticed something happening in the U.S. sports market. A growing number of Americans were paying attention to soccer, the long-established world’s favorite sport, but one that had been long overshadowed domestically.

Noticing a lack of media distribution that fit the increasing demand, Stillitano teamed up with Stephen Ross, Matt Higgins, and Jonathan Sheiman to help fill this demand and propel the sport’s growth resulting in the creation of Relevent Sports in 2012.

Since then, Relevent, a division of RSE Ventures, has established itself as a multinational media, sports and entertainment group and one of the preeminent soccer operating businesses in North America and Asia. Relevent is most well known as the parent company of the International Champions Cup (ICC), an annual soccer tournament that brings top European clubs on tour to North America and Asia, but it also owns the ICC Women’s Tournament, ICC Futures, ICC Skills Challenge, ICC House of Soccer, Alianza and Jugotv.

SEE MORE: La Liga Aims to Expand Popularity Through World Challenge

Through this work, Relevent has developed a deep connection the North American soccer space, resulting it being a perfect fit when La Liga went searching for a partner to help build its presence in the American market.  

Through the partnership, announced this summer, Relevent will help manage the Spanish league’s social and digital content in North America and assist La Liga in increasing the value of its TV rights to be more successful in the region.

“They want to keep growing their presence through grassroots efforts,” said Daniel Sillman, CEO of Relevent Sports and the ICC. “We’re very honored to be their partner and to work with them holistically and, frankly, it’s the natural evolution of what Relevent has become in terms of understanding how to produce live events.”

The piece of the partnership that received the largest amount of attention, of course, was the goal to have an annual La Liga match in the U.S, something that has received a mixed reaction from Spanish clubs and players, but that Sillman emphasizes is just one piece of the partnership.

Since its inception, Relevent has understood the value of American fans seeing top talent up close, something that was at the heart of the creation of the ICC.

“[The ICC] was a real competition that American fans and Asian could have the opportunity to see the best players in the world and the biggest clubs in the world play in their region and have an opportunity really to participate with it beyond the screen,” explained Sillman.

SEE MORE: FC Bayern Munich Accelerates Growth Into Latin America 

This same idea is now mirrored in Relevent’s plans to bring an annual La Liga match to the States, starting as early as this winter.

While Relevent has proven its ability to be a curator of live events, the company’s expertise extends beyond that and allow it to serve La Liga in other ways as well.

“Because we understand how to market events and how to produce live events, we understand content and digital marketing, we understand how to run a commercial business and work with brand partners and we understand soccer and this region so well. It allowed us to be the most qualified to be [La Liga’s] partner here,” explained Sillman.

Relevent’s decade-plus of experience has helped it realize that to many fans, soccer represents more than just a sport.

“We have a pretty broad perspective to pull from in terms of understanding how to target different demographics that have interest in a sport and then really start to understand how do we get better at converting NBA fans, NFL, NHL fans and sports fans generally to soccer,” said Sillman.

To appeal to a broader population, Relevent created the ICC House of Soccer, an entertainment property designed to help bridge the gap between soccer and non-soccer fans. With its learnings, Relevent has found that converting soccer fans has less to do with the sport itself and more to do with culture.

“We’ve had celebrity games with soccer legends, but also with NBA stars, NFL stars, and musicians. We worked with Drake and Lil Wayne and Alvin Kamara and Draymond Green and Odell Beckham Jr.,” said Sillman. “We’ve partnered with great food brands like Bluestone Lane and Momofuku and Milk Bar. We partnered last year with Art Miami, which is one of the big producers of Art Basel with Kevin Lyons who’s a fantastic artist.

“We’ve been able to leverage this kind of melting pot of different cultures in the States and use that to drive interest in the sport of soccer.”

These learnings will surely benefit La Liga as it works to understand the American soccer fan, develop partnerships, and secure its place in a market that Relevent sees as having immense possibilities.

Lucy is a contributing writer for Front Office Sports. A storyteller and brand strategist, she has worked in the sports industry for organizations including the United States Olympic Committee, IMG/WME and the Miami Open, the University of Miami Athletic Department, Florida Panthers, and Minnesota Twins. She spent 2016 living in Colombia where she accomplished a life-long goal of becoming fluent in Spanish while working for the Ministerio de Educación Nacional. Lucy is a graduate of the University of Miami. She can be reached at lucy@frntofficesport.com.

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Nike and US Soccer Team Up for Shoppable Snapchat Lens

For today only, Snapchat users can “try on” the new USWNT home and away jerseys that will be worn by the team in France this summer.

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*This piece first appeared in the Front Office Sports Newsletter. Subscribe today and get the news before anyone else. 

Today only, you will have the chance to “try on” one of the new USWNT home and away jerseys that will be worn in France this summer.

Thanks to a partnership between Nike and US Soccer, Snapchat users will be able to rock the new look via a Snapchat Lens that overlays the jersey and Nike’s famous “Just Do It” slogan on a user’s photo or video.

What do you need to know?

1. That it’s only for live for today, May 9th.

2. The lens is shoppable. Once used, a link out/swipe up opportunity to buy the jersey will appear, allowing users to go from trying it on to purchasing it in only a few clicks.

3. According to a Nike spokesperson, it’s the first time that the brand has ever delivered a shoppable activation for Nike apparel on Snapchat.

Snapchat, Nike and commerce… 

In 2018, when Snap launched Snapchat’s native shopping experience, Jordan became the first brand other than Snap to sell a product via Snapchat.

That night, Jordan dropped the Air Jordan III “Tinker” on Snapchat with same-day delivery available. The shoe sold out in 23 minutes.

The rise of shoppable social media opportunities…

As platforms like Snapchat and Instagram become more refined, shoppable opportunities are natural evolutions to their platforms and ones that brands like adidas have seen success already with.

According to Kasper Rorsted, the CEO of adidas, Instagram played a major role in their online shopping success in Q1.

“There was no doubt that Instagram had a positive impact for our online business in the first quarter. Product launches and Instagram’s checkout tool were the two most important things for our online sales business in the first quarter.”

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Liverpool FC Ready to Build Overseas Brand on U.S. Tour

The Reds take to the States to play three games this summer against German, Spanish and Portuguese foes in historic stadiums.

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Photo Credit: Brad Penner-USA TODAY Sports

A thrilling 4-0 win for Liverpool FC Tuesday against FC Barcelona propelled the English Premier League club into the Champions League Final and gave a recently announced United States tour an extra boost.

“Soccer in the U.S. has been growing, gathering momentum for the past decade,” said Bruce Grobbelaar, who played in 624 games as a goalkeeper for Liverpool from 1981 to 1994 and serves as the ambassador for the tour. “Now Liverpool is growing its fanbase in the U.S. A few years ago, there were only 24 U.S. supporters clubs. Now, there’s 49.

“You can see it’s growing, and it will be brilliant after that spectacle the other night.”

The team will travel to the U.S. for three games in July in an effort to grow its brand, with games at Notre Dame Stadium, Fenway Park and Yankee Stadium. Liverpool will play Bundesliga side Borussia Dortmund, LaLiga’s Sevilla and Portugal’s Sporting CP of Primeira Liga over those three matches.

READ MORE: Jaguars’ Unique Arrangement Builds U.K. Audience

The U.S. tour serves two purposes. First, it provides the team with a challenging preseason schedule ahead of the next Premier League slate. Beyond that, it’s a way to showcase the team to its American fans firsthand.

“We’re heading to three incredible locations this year,” said Billy Hogan, Liverpool FC managing director and chief commercial officer. “Each of these stadiums has their own deep-rooted heritage similar to our own and we’ll face three great opposition teams.

“This trip to the USA will be very special and we’re really looking forward to having as many of our supporters with us along the way.”

Grobbelaar said the mix of opponents will make for a unique cross-branding opportunity to grow the sport of soccer in the U.S. as well as the presence of the respective leagues and teams. He believes historical immigrant populations could provide an interesting storyline to the exhibition matches this summer, as the Midwest was a popular destination for Germans and Brooklyn is now home to a significant Portuguese population.

“I happen to look at where they’re playing the games and the populations of descent,” he said. “It’s a good idea to grow fanbases like that.”

The cross-league exhibitions also represent a prime opportunity for exposure for participating leagues, which in turn promotes the European game and the sport of soccer as a whole. The English Premier League has grown prominently among U.S. soccer fans with its NBC broadcast deal the past decade and now other leagues are making their investments in growing the U.S. market well known.

Front Office Sports has detailed both the efforts by the German Bundesliga and Spain’s LaLiga in recent months, each of which noted strong potential in U.S. soccer growth versus limited growth potential in their already established home markets. Bundesliga cited data of 59.6 million soccer fans in the U.S. and growing, leaving plenty of room for leagues and teams to gain fans.

“Right now, interest levels are growing so much, everybody benefits,” said Arne Rees, Bundesliga Americas executive vice president of strategy. “I have no idea if in 10 years we’ll be in a food fight for the same fan, but it’s not exclusive right now.”

In the long run, Grobbelaar believes the U.S. soccer market will be controlled by the MLS as it fills out its expansion plans and the leagues underneath it, including USL Championship and USL League One, continue their growth. But even with those leagues growing in strength and commanding local fandom, Grobbelaar said the U.S. will have room for foreign team supporters. Likewise, to continue the growth of soccer in the U.S., the U.S. men’s national team needs to join the women’s team in international play success. A CONCACAF Gold Cup win and continued World Cup qualification would also help, and Grobbelaar believes the U.S. could play in a World Cup Final in the next decade.

“If you look at the MLS, they’ve attracted a lot of foreign players from Europe, South America; a very diverse situation,” said Grobbelaar who played in the North American Soccer League prior to his Liverpool career. “The younger U.S. generations will see that and want to follow international soccer.”

READ MORE: Gold Cup Looks To Gain Mileage This Summer With Valvoline

But before any of that, or even the Liverpool U.S. tour, can happen, American Liverpool supporters are heading to Las Vegas for a big Champions League final watch party in early June. Grobbelaar said at least 30 U.S. Liverpool FC supporter groups will make their way to Las Vegas to hear three Liverpool legends: David Johnson, Roy Evans and Howard Gayle.

“They’ll be out there to tell their stories, grow the Liverpool brand,” he said. “David Johnson has some stories.”

It’s another step on top of the club’s Champions League success and this summer’s U.S. tour toward increasing its foreign presence. The road is still long, but the club whose motto is “You’ll Never Walk Alone” is intent on coaxing plenty of Americans to join them on it.

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Daytona Tortugas Hope to Push Women’s Sports Forward with NPF Deal

The Beijing Shougang Eagles will play their home games in Daytona’s Jackie Robinson Ballpark. Tortugas ownership believes the move befits Robinson’s name.

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What’s in a name? Plenty, says Daytona Tortugas Co-Owner Rick French, where the team’s home stadium of Jackie Robinson Ballpark is concerned.

That’s what led the Reds’ High-A affiliate to create a groundbreaking partnership with the Chinese Softball Association which will see the Beijing Shougang Eagles of the National Pro Fastpitch (NPF) women’s softball league play their entire 2019 home slate at Jackie Robinson Ballpark, which overlaps with part of the current minor league baseball season. The occasional double-header aside, the Eagles’ home games will coincide with Tortugas road games. According to team president Ryan Keur, the deal is the first of its kind between a MiLB and NPF team.

For French, the agreement was no-brainer. The ballpark is where Robinson played the first racially integrated game in professional baseball history, and French believes that, as the stadium’s primary tenant, the Tortugas have an obligation to uphold Robinson’s legacy as a boundary-breaker. In this case, that means providing stability for the Eagles, who did not have a full-time home after spending 2017 playing at multiple parks in Ohio before bouncing around Florida last year.

READ MORE: LPGA’s ‘Drive On’ Campaign Highlights Diversity, Inclusion, Empowerment

“We bear the name of somebody who transcends gender and race and spoke to diversity,” French says. “The idea of stabilizing women’s professional sports and potentially giving one of these squads a home at a ballpark where he broke the color barrier was something that spoke to me personally.”

The impetus for the deal came from a series of upgrades to “The Jack,” as Keur calls it, most notably the installation of an artificial playing surface. That opened the doorway to attracting new opportunities, and Keur says that the organization was anticipating a more packed schedule in 2019.

Integrating another professional sports team, though, exceeded the bounds of his imagination. Both Keur and French readily admit the agreement comes with challenges. As part of the deal, the Tortugas will handle all marketing, ticket sales and game-day production for the Eagles’ 25 home games as well as handle additional field maintenance.

“We recognize that within the ownership that it’s asking a lot of our staff,” French says, and Keur notes the team has already brought on additional part-time staff to help shoulder the load before the NPF begins in mid-May.

Ultimately, though, Keur says the organization is viewing this season through the lens of opportunity – not only for what it provides the Eagles but also through what the Tortugas’ staff can demonstrate with a fresh canvas to work with.

“I think this is a great way to showcase what we can do now at the Ballpark,” he says. “It gives us 25 new openings here at the Ballpark to entertain and engage our fans.”

READ MORE: AT&T’s Logo Deal With WNBA Represents Deeper Strategy With NBA

Then there’s the revenue piece. Keur estimates the deal is worth $10 million in economic impact, with a healthy chunk coming from 5,000 sold hotel rooms over the course of the NPF’s three-month season. That number could climb in a big way, too. The Eagles essentially double as the Chinese national softball team and are in the process of attempting to qualify for the 2020 Tokyo Olympics. If they succeed, they’ll return to Daytona Beach to train for the game for another three months as well as hold exhibition games. The Tortugas are optimistic that the team and city’s relationship with Chinese Softball Association can blossom further from there.

To French, though, the bigger-picture impacts transcend pure economics. He believes that too many women “have had to play in facilities that are not up to the standards of professional baseball.” The solution is much bigger than anything the Tortugas can conjure up on their own. But he is confident that the agreement is a step in the right direction – and, hopefully, a call to arms.

“We hope that it sends a message to other minor league clubs… that they should be getting behind as well as providing women’s sports and these players the same kind of opportunities that we provide,” he says. “What makes us proud is the ability to take a team of female professional athletes who have dreams like every other athlete and give them a great facility and a great infrastructure in which we can support those dreams.”

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