Month: June 2023

Inaugural 2023 Tour Features Eight Matches Between Global Soccer Giants in

Major U.S. Markets from July 22 – August 2

Soccer Champions Tour announced today that DIRECTV will be the presenting sponsor of the first-time summer series of games, now officially “Soccer Champions Tour presented by DIRECTV.” The tour includes eight matches between Real Madrid, FC Barcelona, Juventus Football Club, AC Milan, Arsenal, and Manchester United to be played in major markets across the United States between Sat., July 22 and Wed., Aug. 2, 2023.

This is a significant moment in continuing DIRECTV’s legacy of bringing the best sports and entertainment to fans across the U.S. and doing it in a way that is unmatched in the pay-TV industry. The 2023 Soccer Champions Tour presented by DIRECTV is the first time the six participating clubs, which hold among them 31 European trophies, will participate together in a U.S. series.

DIRECTV brings a long legacy of being a leader in sports and marquee sponsorships to the Soccer Champions Tour, having worked hand in hand with teams, leagues, and events across the entire U.S. sporting landscape in its nearly 30 years as a content distributor. In addition, it currently provides carriage of 17 soccer leagues from 14 countries across its various platforms.

As part of the agreement, DIRECTV receives 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, among several other activations.   

“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 United States,” said Vince Torres, chief marketing officer of DIRECTV. “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.”

“On behalf of the Soccer Champions Tour, we are excited to have DIRECTV join as the presenting sponsor for the 2023 tour,” said Chris Hibbs, President, Legends Global Partnerships. “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 U.S. this summer.”

Soccer Champions Tour was created by a newly formed company of global investment firm Sixth Street to support the continued global growth of top-tier sports franchises by organizing high-profile, competitive events for the millions of fans that live outside the domestic markets of the biggest clubs. The 2024 tour will be expanded to include the world’s biggest women’s clubs.

Soccer Champions Tour is working closely with global premium experiences company Legends to bring these marquee matchups and elevated in-match experiences to local fans of the game. Legends represented the Tour in securing the presenting sponsorship with DIRECTV. The 2023 Soccer Champions Tour is being produced in partnership with AEG, the world’s leading sports and live entertainment company.

Legends to Drive Commercial Revenue through Partnerships, Premium Seating, and Ticket Sales

San Diego MLS, the newest team in Major League Soccer, and Legends, a global premium experiences company, today announced a new multi-year partnership focused on delivering a first-class experience for fans and partners with Legends managing global partnerships, premium seating, and season ticket sales for the club.

Legends is working with San Diego MLS ownership and CEO Tom Penn to create lasting partnerships and season ticket memberships for the club as it enters the next phase of its journey towards a 2025 kickoff. This partnership will place an increased focus on expanding the club’s reach not only in San Diego, but across the nation, beyond the Mexican border, and throughout the world.

“Legends brings an incredible amount of sport and soccer expertise that will help us in our journey to build a successful club for San Diego and the legions of dedicated fans,” said Penn. “Legends’ data-driven approach coupled with the leadership and local market knowledge, will maximize our partnerships opportunities and help create the best experience for fans.”

“We are proud to partner with San Diego MLS to help deliver an exceptional experience for San Diego soccer fans when the club takes the field at Snapdragon Stadium in less than two years,” said Shervin Mirhashemi, CEO, Legends. “Our team has extensive experience working on sales campaigns, premium programs, and founding partner engagements with global soccer entities and in the Southern California market. We will deliver an experience that is unique to San Diego and positions the club for long-term, sustainable success.”

San Diego MLS is a partnership between Right to Dream (RTD), the global soccer community of world-class academies, clubs and educational partners and the Sycuan Band of the Kumeyaay Nation, the first Native American tribe to have an ownership stake in professional soccer in the United States. RTD is owned by distinguished entrepreneur, investor and philanthropist Mohamed Mansour who will serve at San Diego MLS Chairman. Also joining the investor group is club partner and San Diego Padres player, Manny Machado.

Legends’ expansive experience in worldwide football includes supporting MLS clubs the Columbus Crew with the ground-up development and operation of Lower.com Stadium, and Los Angeles FC similarly with Banc of California Stadium (now BMO Stadium). Legends oversaw planning, project development, premium seating, ticket sales, global partnerships, and naming rights for both highly successful projects. Recently, in San Diego, Legends led commercial sales, including premium ticketing, global partnerships, and naming rights, for the opening of Snapdragon Stadium, the new home of San Diego MLS and one of the premier soccer venues in the country and across the world.

Soccer fans can reserve their place on the priority selection list for season tickets to San Diego’s inaugural MLS season by paying $18 at SanDiegoFC.com. All proceeds will be donated to San Diego Foundation to fund non-profits investing in the development of youth soccer across San Diego County. For the latest news and club updates, follow @SanDiegoMLS2025 on social media across all platforms and use the hashtags #SanDiegoMLS and #LetsKickItSD.