International sports marketing agency Sportfive has come on board as a digital services partner for CONCACAF, soccer’s governing body across North and Central America and the Caribbean.
In an announcement today (June 23) Sportfive has said it will “work with CONCACAF to enhance the governing body’s digital presence, with a focus on establishing a stronger connection with fans, players, and commercial partners.”
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The agency will take charge of the digital content strategy and execution for various CONCACAF national team competitions, including this year’s men's Gold Cup, the 2023-24 Nations League, and the 2024 Women’s Gold Cup.
The 16-team 2023 Gold Cup group stage gets underway tomorrow (June 24), with games taking place across the US and Canada.
Sportfive's work will include developing year-round content in both English and Spanish to grow the audience, elevate fan engagement, and increase “the commercial value of CONCACAF’s social media channels and other digital content.”
The agency has said it will focus on sectors including real-time updates, live match coverage, and off-field content. It will also oversee the production of digital assets such as creative design, video, and other visuals.
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By GlobalDataThe partnership began last weekend, with the CONCACAF 2022-23 Nations League Finals in Nevada, US. The hosts emerged victorious, beating Canada 2-0.
The US, Canada, and Mexico will jointly co-host the men’s 2026 FIFA World Cup.
Karim Fathi, vice president of digital for the Americas at Sportfive, said: “With the soccer world preparing to turn its focus to North America in 2026, there is a growing appetite to see the best of the game from across the region.
"Using our extensive experience in soccer marketing and digital fan engagement globally, we look forward to working with CONCACAF and its member countries to connect with more fans across various digital platforms.”
In terms of its work in the CONCACAF region, Sportfive is already a partner of the US Soccer Federation and of the second-tier United Soccer League.
Recently, the agency extended its marketing tie-up with Borussia Dortmund of German soccer’s top-tier Bundesliga.
Sportfive said one of the main areas of focus in that extended deal will be increasing the club’s presence in the US.
Image: Ethan Miller/Getty Images
