DirecTV, the US satellite broadcaster, has become the presenting partner of the Soccer Champions Tour marquee pre-season tournament this year in the US.
The deal means the event becomes the Soccer Champions Tour presented by DirecTV.
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As part of the agreement, DirecTV will receive integration into the primary and secondary Soccer Champions Tour logos and marks, category exclusivity for the tour, inclusion in each of the broadcasts, in-stadium logo exposure, VIP hospitality at each match, an on-site VIP area within the Fan Zone, and social and digital media exposure from the event and its participating teams.
The 2023 Soccer Champions Tour involves eight matches between Spain's Real Madrid and Barcelona, Italy's Juventus and AC Milan, and Arsenal and Manchester United from England, across the US between July 22 and August 2, 2023.
The eight fixtures will take place in Dallas, Houston, Las Vegas, Los Angeles, Orlando, and San Francisco.
The 2023 Soccer Champions Tour, the second following last year's inaugural event, is the first time the six clubs will participate together in a US series. The tour will take place with the backing of the global investment firm Sixth Street.
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By GlobalDataSoccer Champions Tour is working with premium experiences company Legends – owned by Sixth Street – to bring the matches and in-game experiences to fans. Legends also represented the Tour in securing the presenting sponsorship with DirecTV.
Vince Torres, chief marketing officer of DirecTV, said: “DirecTV believes in putting the best in sports and entertainment in the hands of audiences from coast to coast. The Soccer Champions Tour is arguably the best collection of European clubs ever assembled for one event in the US.
“Our presenting sponsorship of the Soccer Champions Tour delivers on that promise, and we’re excited to showcase some of the best soccer players in the world to fans in stadiums, their homes, and local establishments across the nation.”
Chris Hibbs, president at Legends Global Partnerships, added: “On behalf of the Soccer Champions Tour, we are excited to have DirecTV join as the presenting sponsor for the 2023 tour.
“DirecTV’s long-standing commitment to delivering high-quality soccer matches to the American soccer fan makes them the perfect partner to bring this incredible tour featuring eight matchups with the biggest names in global soccer over the span of 12 days to soccer fans in the US this summer.”
The 2024 tour will be expanded to include women’s clubs.
The tour is being produced in partnership with AEG, the sports and live entertainment company.
Last week, DirecTV expanded its NFL content offering as part of a multi-year renewal of its carriage agreement with NFL Media, the media business of the American football league.
