October 8 – Concacaf held its first Commercial Upfront, presenting its plans for the next four-year cycle to brands, agencies and the media.
The virtual event was attended by Concacaf President and FIFA Vice President Victor Montagliani, General Secretary Philippe Moggio, Commercial Director Heidi Pellerano and Director of Finance and Administration Alejandro Lesende, along with other executives and media partners.
The confederation outlined its growth over the past decade in men’s and women’s football, national team and club competitions, youth development, content and fan engagement.
“Over the past decade, we’ve built a much stronger confederation and our job now is to continue to strengthen it through better competitions, clearer and more sustainable development paths, wider distribution, stronger content and deeper connections with our fans,” said Moggio. “For partners, this creates a long track to build with the game across multiple competitions, audiences and years.”
Concacaf presented a unified competition calendar for the cycle, with nearly 2,000 matches between national teams, clubs, youth teams, beach soccer and futsal. The main properties are the Nations League, Gold Cup, Champions Cup, W Championship, W Gold Cup and W Champions Cup, with a new W Nations League starting in 2027.
“Our competitions offer partners multiple entry points to connect with different audiences in our region,” Pellerano said.
The confederation also highlighted its digital media and platforms, including the Concacaf Kick-Off, the new eConcacaf games competition and the 41 Diamonds Collective. The collective has brought together more than 50 storytellers who have produced more than 110 original stories, generating more than 81 million video views and 180 million impressions.
The event closed with a look to 2027 and beyond, with Concacaf stressing that it wants long-term relationships between competitions, content, fan experiences and development.
“Concacaf is looking for partners to co-create with us, not just sponsors,” Pellerano said. “We want our partners to have a front-row seat as we continue to build new platforms, experiences and ways to connect fans with the game.”
Contact the writer of this story, Nick.Webster, at (email protected)
