<iframe src="https://www.googletagmanager.com/ns.html?id=GTM-P36XLWQ" height="0" width="0" style="display:none;visibility:hidden">

Top story: US Soccer pens SheBelieves Deloitte deal

Rolling sports business news wrap: Every deal, every day.

8 February 2019 Sam Carp

Getty Images

Top Story

The United States Soccer Federation (US Soccer) has announced a multi-year deal with London-based professional services firm Deloitte.


  1. Strong female lead: World Surf League CEO Sophie Goldschmidt is on the crest of a revolution

  2. Liverpool announce UK£125m world-record profit

  3. Investing in player power: 23 Capital’s co-founder explains the new athlete monetisation model

  4. Uefa to launch OTT platform in the next six months

  5. At Large: do the Asian Cup and Super Bowl show is sport done selling out?

The agreement, which was brokered by Soccer United Marketing and runs from 2019 until 2021, sees Deloitte become the official professional services provider of the governing body and the foundational sponsor of SheBelieves, a movement conceived by US Women’s National Team (USWNT) players to inspire young girls and women.

In addition, Deloitte will become the title sponsor of the second annual US Soccer SheBelieves Summit in New York City, which will showcase women driving progress in sports, business, technology and entertainment.

“Inspiring young women and girls to reach their dreams is key to moving the needle and getting more women in the workforce to have confidence and position themselves for leadership positions,” said Cathy Engelbert, chief executive of Deloitte.

“Deloitte is dedicated to fostering an inclusive culture in the workplace and more broadly in communities, and is thrilled to see SheBelieves move that mission forward. We look forward to supporting not only the upcoming SheBelieves Cup, but also the SheBelieves Summit—helping to elevate the conversation around female leadership and empowerment.”

US Soccer’s deal with Deloitte is the second to be signed this year by the governing body, following a multi-year, eight-figure partnership with German car giant Volkswagen.


Activision Blizzard has unveiled Coca-Cola as the official non-alcoholic beverage of its Overwatch League (OWL) franchise-based esports competition.

Staying with the OWL, mobile phone company T-Mobile has become a sponsor of the New York Excelsior franchise.

Elsewhere in esports, the competitive gaming division of Dutch soccer giants Ajax has announced a ten-year partnership with energy drink brand Iconix.

Longstanding Olympics sponsor Visa has renewed its sponsorship of US Ski and Snowboard through the 2026 edition of the Games.

Uber has been unveiled as the mobility and innovation partner of La Liga side Valencia.

Malaysian airline group AirAsia has extended its partnership with the Ultimate Fighting Championship (UFC) ahead of UFC 234.  

The Australian Football League (AFL) has announced realestate.com.au as its official online property partner for the 2019 season.

Meanwhile, AFL side the Adelaide Crows have named Optus as their new principal partner. The four-year deal will see the telecommunications company’s logo appear on the back of the Aussie rules team’s guernsey.

The IndyCar open wheel motorsport series has announced that Firestone will remain its official tyre supplier for another five years.

IndyCar has also revealed that luxury automotive brand Acura will be the title sponsor of its Grand Prix of Long Beach race in April.

In other US motorsport news, Hendrick Motorsports have agreed a deal with health and wellness specialists Advocare that will see the Nascar team use the company’s suite of nutritional and sports performance products through 2020.

Obaika Racing, Nascar’s first ever African-owned team, have announced that content publisher Wave Sports will be the primary sponsor of Tanner Berryhill’s number 97 Toyota Camry for the season-opening Daytona 500.

Aggreko has been confirmed as the official temporary power supplier of the 2019 Solheim Cup, which will see the best female golfers from the US and Europe face off at Gleneagles in Scotland.

BiPro will be the official protein sponsor of USA Bobsled and Skeleton.

Media Rights

English soccer’s Premier League has announced an exclusive rights deal with Sky Pacific. The channel will provide coverage of England’s top tier in Fiji and across the pacific between the 2019/20 and 2021/22 seasons.

The Premier League has also sold its rights in Turkey to the Saran Media agency for another three seasons. 

Spanish telecommunications company Telefonica is adding live coverage of Liga Iberdrola, the top-tier of women’s soccer in Spain, to its Movistar+ pay-TV platform.

Discovery-owned broadcaster DSport has picked up the rights to the fourth season of the Pakistan Super League (PSL) twenty20 cricket competition.

Bellator has agreed a major TV deal with Sky Sports that will see the UK pay-TV broadcaster show a minimum of 20 US and international events from the MMA series.


Arnaud Lagardère, general and managing partner of media agency giant Lagardère Sports, has revealed that the sale of the France-based firm should be complete by September – three months later than anticipated.


The International Olympic Committee’s (IOC) Olympic Channel over-the-top (OTT) service has agreed a carriage deal with digital media platform Amazon Fire TV.

Personal endorsement

US golfer Jordan Spieth has extended his endorsement deal with AT&T having first signed with the telecommunications giant in 2014.

In other golf news, American singer-songwriter Darius Rucker has become the PGA Tour’s first ever formal brand ambassador.

In even more golf endorsement happenings, Korean golfer Sung Hyun Park has signed a deal with Solaire that will see the company’s logo displayed on her hat.


David Beckham’s Inter Miami franchise have been forced to continue their search for a temporary home for their debut Major League Soccer season in 2020 after it emerged that Marlins Park and Hard Rock Stadium are out of the running to host the team.

1 / 2news articles read

Enjoying SportsPro content? Create your account and get enhanced access to all the latest stories.


Already have an account?