Valencia, the Spanish soccer club, has appointed global sports agency Wasserman to support its expansion into North America.
The strategic tie-up will include activations and content, while the LaLiga club seeks to connect with new audiences through recognized influencers and create commercial opportunities.
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With this new alliance, Valencia and Wasserman will deploy a “robust strategy” aimed at reaching new fans in the region and growing the club’s footprint.
North America is a strategic target market for many European clubs with the FIFA World Cup taking place in the US, Canada, and Mexico in 2026.
Recently, with the help of Wasserman, Valencia partnered with the Chicago Bears of American football’s NFL in a cultural and sporting exchange initiative.
Óscar Morilla, senior vice president of talent marketing and partnerships for EMEA at Wasserman, said: “We believe that this is an important agreement for both parties and we are sure that it will be the first of many.
“Spanish football has always had a great impact on the rest of the world and, increasingly, this is becoming more visible and attractive for generating agreements and business opportunities.
“We know that Valencia CF has sufficient potential, just as Wasserman has the experience and tools necessary to make this agreement a turning point in the strategy and international projection of Valencia CF.”
Earlier this week, Wasserman announced a strategic partnership with Dutch heavyweights PSV Eindhoven to support its commercial strategy.
