Roger Hampel
Photo Credit: Valencia CF
Valencia CF is making a strategic move to increase its presence in North America through a partnership with Wasserman, a global sports and entertainment agency. The collaboration aims to strengthen the club’s international reach by leveraging content-driven activations, influencer marketing, and commercial opportunities in the United States, Mexico, and Canada—three key markets that will host the 2026 FIFA World Cup.
With North America’s football audience growing rapidly, Spanish clubs are seeking new ways to engage with fans outside Europe. Through Wasserman, Valencia CF intends to create engaging content, connect with new audiences, and establish strategic partnerships that enhance its visibility in a region where football interest is at an all-time high.
A Commercial Play to Tap Into a Booming Market Valencia CF Wasserman
The partnership with Wasserman is part of a broader globalization strategy for Valencia CF. The agency is known for its work in brand consulting, sponsorship development, and international club positioning, making it a valuable ally for teams looking to expand beyond their domestic markets.
Óscar Morilla, Senior Vice President of Talent Marketing & Partnerships for EMEA at Wasserman, emphasized the significance of this partnership:
“We believe this is an important agreement for both parties, and we are confident it will be the first of many. Spanish football has always had a strong appeal globally, and that appeal continues to grow, making it increasingly attractive for business opportunities. We know Valencia CF has the potential, and Wasserman has the experience and tools to make this partnership a turning point in the club’s international strategy and projection.”
The collaboration follows a recent initiative in which Wasserman facilitated a partnership between Valencia CF and the Chicago Bears, one of the NFL’s most historic franchises. The cultural and sporting exchange between the two clubs helped raise Valencia CF’s profile in the United States while also promoting the NFL’s growth in Spain.
Expanding Spanish Football’s Footprint in North America
With LaLiga clubs increasingly looking beyond Europe for revenue and brand expansion, Valencia CF’s latest move aligns with a growing trend of Spanish clubs investing in the North American market. The 2026 World Cup presents a massive opportunity for European clubs to solidify their presence in the region, and strategic partnerships like this one provide a direct pathway to engaging with new fanbases.
The North American sports market has proven to be lucrative for international clubs that successfully localize their content, engage in high-profile collaborations, and build long-term fan relationships. With this agreement, Valencia CF is positioning itself as a club ready to capitalize on this shift.
The success of this initiative will depend on how effectively the club and Wasserman execute their content strategy, leverage key influencers, and convert engagement into lasting commercial partnerships. But with a growing appetite for European football in the U.S., Mexico, and Canada, the groundwork is being laid for a more globalized Valencia CF brand in the years to come.
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