Fox, Nissan Do Soccer Deal


New York— Fox Pan American Sports and Nissan North America inked a three-year, multiplatform integrated sponsorship deal surrounding the Copa Sudamericana soccer tournament.

Under the pact, terms of which were not disclosed, Nissan nets title-sponsorship rights to Copa Sudamericana across the United States on Fox Sports en Español and in Latin America and the Caribbean via Fox Sports Latin America.

The deal spans TV, print and online platforms and was executed in collaboration with Nissan’s Hispanic and media planning and buying agencies, The Vidal Partnership and OMD, respectively. There is an option to renew the partnership for a fourth year.

While Nissan has been the title sponsor of the Copa Sudamericana for the past two years, its involvement both stateside and across Latin America had previously been negotiated by each of the regions. The annual 34-team tournament recently added Mexican clubs to its roster, making it an even stronger event over its five months of competition.

The TV component also includes full automotive category exclusivity, player-of-the-game features, in-game animated graphics, in-program brand integration and in-field signage that will reach an estimated 30 million viewers via the aforementioned outlets.

On the Internet, Nissan will take center stage on through a dedicated Copa Nissan Sudamericana mini-site that will feature customized content, a fantasy league, player and team profiles, statistics, results and highlights.

In addition to the The Copa Nissan Sudamericana, Fox Sports en Español holds the rights to four other major cup tournaments, the Copa Toyota Libertadores, InterLiga, CONCACAF Copa de Campeones and FIFA Club World Cup, which executives talked up at the network’s upfront presentation in New York last week.

Elsewhere, as part of an expanded seven-year deal, a sublicensing agreement with Fox Broadcasting extending through 2013, the network will offer live and exclusive Spanish-language coverage of about 26 regular-season Major League Baseball games, the All-Star Game, the American League Championship Series, and the World Series.