Quilmes steps in as Axion deal for Argentinian Superliga proves short-lived
Quilmes, the Argentinian brewery, is taking over as the main sponsor of the Superliga, the country’s new top-tier soccer league, after previous incumbent Axion Energy withdrew, with reports suggesting it had failed to reach agreement with one of the television rights-holders.
Last month, on the eve of the season, it was announced that oil company Axion had signed up as the major sponsor for the 2017-18 campaign, continuing an association with the old Primera División for the previous two seasons.
The deal was valued at 95 million pesos ($5.5 million) and included naming rights to the trophy and advertising on the TV channels of USA-based media giants Fox and Turner, which hold the rights to the Superliga in Argentina.
However, it has been scrapped after Axion was unable to finalise an agreement with one of the broadcasters, according to Argentinian newspaper La Nación.
Quilmes, a brand of international brewing giant AB InBev, is set to step in having signed a deal reported to be worth just over 50 million pesos, and is said to be close to concluding advertising arrangements with Fox and Turner.
The company already has strong ties with domestic soccer, including as a sponsor of the Argentinian Football Association.
The proceeds from Superliga sponsorship deals are shared between the league and its 28 members and the two broadcasters.
Fox and Turner acquired the rights to the Superliga in a five-year deal worth 17.5 billion pesos that will entail a majority of matches being shown on pay-TV platforms.
The pair are showing seven matches per round on their Fox Sports Premium and TNT Sports channels respectively, although they are available at no extra cost to basic cable subscribers until 30 September, after which fans will have to pay 300 pesos per month to watch all of the games.
This approach has been adopted to ensure a smooth transition from the previous arrangement under which all matches in Argentina’s top flight were shown live and free of charge on state-owned television channels.