Concacaf, the governing body for soccer in North and Central America, has entered into a tie-up with international hotel chain Hilton.

Through a deal unveiled late last week, Hilton is now the hotel partner of this year’s Concacaf W Gold Cup national women’s team tournament (taking place currently in the US), and of the Concacaf Champions Cup clubs competition.

Hilton has said it will sponsor watch parties for Concacaf events, put its name to fan zones at games, and make “exclusive Hilton Honors experiences” available.

Heidi Pellerano, Concacaf’s chief commercial officer, has said: “Hilton's exceptional hospitality will ensure our supporters enjoy unforgettable moments, whether at the games, through unique Hilton-sponsored activities, or by staying at their properties.”

Last week, Concacaf announced a seven-year tie-up with Japanese sports equipment manufacturer Molten. Through a multi-competition deal, Molten has become the official Concacaf ball supplier for the 2024-30 cycle.

The soccer body has also recently partnered with Saudi Arabian oil giant Aramco.

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For the ongoing W Gold Cup, (ending on March 10 in San Diego) Mexican beer brand Modelo, Qatar Airways, automotive giant Toyota, and automotive lubricants provider Valvoline, have all come on board as founding partners.

The Champions Cup knockout competition, meanwhile, began on February 6 and runs until June 2.

Gino Abbate, the vice president of marketing for the Americas at Hilton, added: “As we embark on this exciting partnership with Concacaf, we look forward to welcoming football fans to Hilton properties across the Americas region, including the Caribbean and Latin America. We recognize football is not just a sport but an integral part of the region’s cultural fabric.”

Late January saw Hilton and the Professional Tennis Players Association (PTPA), the breakaway tennis union founded by tennis legend Novak Djokovic and Canadian Vasek Pospisil, and its commercial arm Winners Alliance, strike a deal.