Big Brands Join Soccerex Miami Line Up

Budweiser, adidas, Barcelona, Mas & Bedoya among latest names added to Soccerex USA programme.



Philadelphia Union Captain, Alejandro Bedoya and Inter Miami Co-Owner, Jorge Mas will join senior directors from Budweiser, adidas and FC Barcelona as part of an elite level industry programme at next week’s Soccerex USA 2019 – November 21-21, Miami.


Bedoya’s soccer career includes a long stint playing in Europe, most notably with FC Nantes in France, more than 60 caps for the USMNT and he is now captain of the Philadelphia Union. Playing for the Union earlier this season, Bedoya used a goal celebration to protest about the need to take action against gun violence in the US.


Footage of the protest went viral, drawing widespread global attention and at Soccerex, Bedoya will be speaking about the power of athletes to influence social issues, alongside former Manchester United and France International Mikael Silvestre and former Premier League striker and now Director of Development at Concacaf, Jason Roberts.


The involvement of brands in soccer will feature prominently in the Soccerex USA programme with senior figures from Budweiser, adidas, Target, Seat Geek, Sony, and Dunkin Brands sharing their insight on a range of topics. Joe Barnes, Director Bud Light Sports Marketing, Anheuser-Busch Inbev will be speaking along aside Amanda Duffy, President NWSL, about the brand’s sponsorship of the league and the innovative work they have done to promote the league’s commercial growth through their “Future Official” campaign.


Chris McGuire, Sports Marketing Director (Americas), adidas, will be discussing the sportswear brand’s long affiliation with soccer in the US and how they work with FC Bayern in market to further the game’s expansion. Target and SeatGeek, through SVP Marketing, William White and CMO Jennifer Ogden Reese, respectively, will talk about their partnerships with MLS and how they are using soccer to engage with their different audiences.


Steven Roberts, Global VP – Competitive Gaming at Sony Interactive Entertainment will provide insight into the role of Sony in the international esports market. Finally, Nigel Travis, Chairman Dunkin Brands and Owner of English side, Leyton Orient FC, will be sharing his experiences of investing in soccer and looking at the growing financial influence on the global game.


Soccerex USA will also see leaders from elite clubs in the Americas and Europe sharing expertise on subjects ranging from sponsorship and commercial growth to fan engagement and internationalization.


One of the headline sessions at the event will see Inter Miami’s Managing Owner, Jorge Mas talk about how the ownership group, which includes global soccer icon David Beckham, are building a local club with a global profile, ahead of their inaugural MLS campaign in 2020. Miami’s role as a soccer city will also be highlighted by Miami-Dade Mayor, Carlos Gimenez who will be addressing as part of the event’s opening ceremony.


The US is an important international market for many clubs in Europe and in Central America and Soccerex USA will feature Xavier O’Callaghan, Managing Director Americas, FC Barcelona and Patty Marchak, Associate International Director, Club America sharing insights into their regional strategy alongside senior figures from LA Galaxy and Borussia Monchengladbach. 


Other recent programme additions include a session dedicated to the growth of USL and a look at the evolution of soccer jersey marketing featuring Wolverhampton Wanderers Head of Marketing, Russell Jones, MLS SVP of Consumer Products, Maribeth Towers and Avery Dennison Commercial Director, Simon Allen.


Soccerex USA will take place at the JW Marriott Miami Turnberry Resort and Spa and is hosted in partnership with Concacaf, GACP Sports, MLS, LaLiga, US Soccer, Oeiras Valley (Portugal), Totum Sport and TUDN, with the support of the Mexican Football Federation, NWSL and USL. Over 1800 delegates are expected to gather at the event including more than 350 senior figures from soccer clubs, leagues and federation around the world.


For more information on Soccerex USA and how you can attend please go to