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In mid November of 2018, ISL had the opportunity to attend of the most prestigious sports business conferences in the world, Soccerex USA.
Soccerex USA, taking place in Miami, Florida, was an awesome event, and provided some great insight into where the industry of Soccer around the globe, specifically in the United States, is headed. Read up on some of the major insights ISL discovered, as well as some of the social media highlights around the Soccerex community:
The key indicator of how serious leaders of the worlds game are taking the women’s game, is the separation of team assets. Media rights and sponsorship have been parceled out separately at clubs around the world. In the past, assets associated with a club’s Women’s team would be perceived as an “add on” to the men’s team, whereas now they are their own outright asset for sale for major clubs.
The overarching theme taken away from the event was the seriousness in the interest of the game in the United States. We’ve always heard soccer called “The Worlds Game”, when in reality it was more like “The Worlds Game Minus The United States”. But now, you can feel the interest from international clubs and federations in capitalizing on the commercialization of the American market. Excited to see how it continues to develop.
The value of high quality contacts made while at Soccerex is phenomenal. As mentioned, you’re constantly meeting new folks, and you don’t have the time to realize how many contacts you’re really meeting until once you get home. Not only is it a lot, they are high quality, and could potentially help drive your business in the future.
A good friend of the ISL team and founder of Sqwad sports, Nick Lawson, runs his own Sports Business podcast featuring interviews with sport business executives. The podcast, called The Inches (hyperlinked to the podcast), recently featured ISL’s Director of Business Development, Tim Bailey.
Nick and Tim dove into sponsorship best practices for the modern marketer, and specifically spoke on the value a rights holder can provide a brand through digital sponsorship assets and collateral.
While you’re sipping your coffee today, have a listen to Tim and Nick discuss what it takes in the sports marketing world.
This past fall, 77 girls from across the United States experienced a trip of a lifetime during the first all girls Barcelona Experience program. Over the 9 day trip, the group of girls enjoyed elite European training at World Class facilities, competed against European academies, learned from the teachings of leaders in the game, and explored the beautiful culture of Barcelona.
Equality in sport is of key importance to the ISL, and the ISL Travel Management team. It was an event to remember, and it won’t be the last.
Get in contact with someone from our travel management team at Experience@islagency-old.nntesting.com for more information on how we can help mange your next major travel plans.
We are excited to reveal our rebrand of ISL Futbol to ISL. Our new brand reflects the growth and evolution of ISL in the Sports Business industry. In the last 6 years, ISL has continuously connected the world’s biggest sports organization and athletes with their fans and properties all around the globe.
Our new brand provides the opportunity to better tell our story and align our expertise and services to our clients and customers.
This new symbol continues to hold onto the existing ISL Futbol expectations of what our original mark and values stood for, while simultaneously moving the brand forward. Our efforts were centralized around maintaining the iconic and recognizable mark, and was achieved by carefully deconstructing the existing mark and our history. Our rebuilding process informed our work and perspective as we developed our brand and story.
Be sure you’re following all of our social media handles found in the top right of this page for exciting announcements, news, blogs, videos and other great stories about our community around the world. Like, share, favorite, love, and get excited about the new brand.
We couldn’t have done all of this without your support, and we are extremely excited for this new chapter.
For more information on our brand, and the meaning behind it, read up below!
ISL recently helped connect two of the worlds biggest sports stars, Luis Suarez and Deandre Hopkins. ESPN FC, FC Barcelona, Houston Texans, and ISL worked together to create and capture the unique moment.
Ahead of Uruguay’s friendly with Mexico, ISL facilitated the opportunity for Luis Suarez to stop by the Houston Texans training facility. The Uruguay international got a quick tutorial on how to play quarterback, and played “catch” with the 3 time NFL Pro-Bowler Deandre Hopkins. The two athletes traded jerseys, took memorable photos, and started a new friendship.
As a core element of their marketing and brand awareness strategy, Audi wished to strengthen their connection with soccer in the US. To help them to do so, ISL identified a unique opportunity to align Audi and FC Barcelona, in order to present the sporting performance and dynamism of the brand to a grassroots American soccer audience.
Audi is one of Germany’s most prestigious automobile manufacturers, and one of the best-selling luxury automobile brands in the world. Its brand identity is focused on technology, strategy, and team spirit, making it a perfect partner for the sport of soccer.
The Second Generation Q7 is Audi’s flagship crossover SUV. Lighter, more efficient and more technologically advanced than the original Q7, the new line is truly luxurious and sophisticated.
As an established partner and sponsor of regional and international sport for decades, Audi had set a new objective to more closely align their brand with soccer in America. They had already made progress towards this goal in 2015 when they signed a partnership agreement with Major League Soccer, becoming the Official Automotive Partner of MLS.
In the summer of 2016, Audi wished to build off their extended sponsorship agreement with FC Barcelona to further reinforce their relationship with the club, and with American soccer. They identified the perfect opportunity to do both by integrating the launch of their Second Generation Q7 with the FC Barcelona Escola Camps.
ISL’s clients, Jonathan and Giovanni Dos Santos, wanted to create a global brand that would represent themselves as soccer players, community leaders, and business men.
Through a unique relationship, ISL were entrusted by the Dos Santos brothers to develop a comprehensive brand strategy for them which could be used as a versatile, timeless, and limitless image of the brothers to be used now and after their playing careers are over.
Jonathan and Giovanni Dos Santos are two of the most recognizable and popular Mexican National team players. Both of their careers include time spent at some of the largest soccer clubs in the world including FC Barcelona, Villarreal, Tottenham Hotspur, and LA Galaxy. As well as illustrious club careers, both Jonathan and Giovanni Dos Santos have featured in the the FIFA World Cup for the Mexican National Team.
The two brothers now are key players for the LA Galaxy of the MLS. Both players are strong, marketable assets for the Los Angeles Galaxy. The city is one of the strongest soccer markets and one of the most heavily populated Hispanic-American markets in the United States.
Jonathan and Giovanni wanted to create a marketable brand encompassing the Dos Santos values and image. The brand needed to be relatable for both a Mexican and Hispanic-American market, as well as youth and adults. In order for execution of this goal, the brothers needed some one to develop, market, and manage the roll out of the brand.
When the clients came to ISL, they didn’t have a name or image in mind; just this intention of developing a lasting, versatile, and timeless brand. It fell on ISL to turn the dream into a reality.
Our clients, including the legendary Spanish soccer player Xavi Hernández, wanted to create a product to help the next generation of players improve their ball control and passing technique.
ISL provided comprehensive product and brand development expertise, creating a sound business model and strengthening the brand of Xavi the athlete.
Xavi Hernandez is one of the worlds greatest players of his generation. His career is studded with silverware, including 8 domestic league wins and 4 Champions League wins with Barcelona FC, and one World Cup title and two European Cup titles with the Spanish National team.
He is internationally renowned as one of the greatest central midfielders and playmakers in the history of the game.
Together with a group of Spanish investors, Xavi wanted to create a revolutionary training device to develop the soccer skills of young players.
Xavi wanted to use this product to leave a legacy behind to future generations that focused on the skills that he was most famous for. Voted best playmaker four times throughout his career, those were his incredible abilities to control and pass the ball.
When the client came to ISL, they didn’t have a name or a product in mind; just this intention. It fell on ISL’s shoulders to turn that dream into a reality.
Thiago Alcantara and his partnered charity, Zikkomo, were seeking the opportunity to put together a special benefit event with the ultimate goal of raising donations for underserved students in Malawi. In order to achieve their vision, ISL Foundation were trusted to develop, plan, organize, and execute their vision.
Thiago Alcantara is one of the worlds biggest soccer stars. The Spanish National team player has played at some of the worlds biggest clubs like FC Barcelona and Bayern Munich. Thiago, with his wife, is passionate about giving back to those less fortunate.
Thiago Alcantara’s partner charity, Zikkomo, is a non-profit charitable organization with the aim of improving and financing the education of children in Malawi and Catalonia. Zikkomo believe that quality education is the building block to the strength of a nation, and helping children achieve their education will help improve their country.
Thiago Alcantara and Zikkomo had a vision to put together a special soccer event that would raise funds for children’s education in Malawi. The clients knew they wanted to put on a special event, but were unsure what kind of soccer event to put on. They knew an organization experienced in event management, among other capabilities, was needed to execute their vision.
Utilizing the services of ISL and ISL Foundation, Thiago Alcantara and Zikkomo achieved their goal of hosting a soccer event which would raise funds for education funding in Malawi, successfully raising over $20,000.
FC Barcelona needed help to extend their brand into the North American soccer market. To achieve this, they entrusted ISL to create an integrated management and marketing strategy that would spread the Barça name through Soccer Camps and Schools.
In just three years, ISL grew participation in FC Barcelona’s Camps and Schools by 1,470%, firmly establishing the club in the United States.
The Client
Barcelona Football Club (FC Barcelona, FCB) is one of the largest clubs in the world, having won the European Champions League five times and their domestic league 25 times.
The Challenge
FC Barcelona needed to strategically extend the Barça brand, and transmit the club’s philosophy of hard work and values, but were unable to gain traction for their Soccer Camps and Schools (Barça Academy). The club hadn’t managed to develop systems that applied to the unique requirements of the American soccer market. FC Barcelona needed a strong, strategic partner knowledgeable of the market they were wishing to reach.
