The Confederation of North, Central American and the Caribbean Association Football (CONCACAF) and Scotiabank on Tuesday, April 24 announced the early renewal of their wide-ranging partnership agreement, covering the Scotiabank CONCACAF Champions League and the CONCACAF Gold Cup, among a range other championships and properties including development-focused youth tournaments and initiatives.
The parties arrived at an early renewal of the original deal, signed during a 2014 event at the Mexican Stock Exchange. The renewal includes all CONCACAF properties and places emphasis on the Scotiabank CONCACAF Championship League – the crown jewel of the region’s club competitions – and development tournaments including the innovative Scotiabank CONCACAF Under-13 Champions League, set for its fourth edition later this year.
“We at CONCACAF are proud that this important partnership will continue for many years ahead, and thank Scotiabank for their continued commitment and support of CONCACAF’s mission to develop the game across the region, as well as the firm trust and belief in football across CONCACAF embodied in this agreement,” said CONCACAF President Victor Montagliani. “We know Scotiabank shares our vision for growth and inclusion within the game, and today we celebrate that common philosophy.”
“Scotiabank’s extension of our partnership with CONCACAF demonstrates our continued commitment to the sport of fútbol and its fans,” said John Doig, Chief Marketing Officer, Scotiabank. “We recognize the passion that our customers have for the sport of fútbol in our markets of Mexico, Central America and the Caribbean and are excited to continue to help players of all ages reach their infinite potential through the game they love.”
Over the first three years of the partnership, the alliance has been a productive one for both Scotiabank and CONCACAF. In the areas of both competitions and development, CONCACAF has delivered enhanced competitions and programming thanks to the investment and support of Scotiabank, and Scotiabank has been able to leverage those properties for expanded reach of its services and messaging across North America, Central America and the Caribbean.
The partnership has accrued important commercial access and co-promotion benefits for Scotiabank built around CONCACAF championships, including the annual trophy tours for the Champions League and the CONCACAF League, top-class hospitality access across tournaments, and innovative on-site activations and social media initiatives which have delivered outstanding results in fan engagement and interaction.
On the competitions side, the title partnership of the Scotiabank CONCACAF Champions League has bloomed as the tournament has solidified its place at the top of the region’s club competitions hierarchy. The “SCCL,” as it is known among football fans and the media, crowns a regional champion among leagues in North America, Central America and the Caribbean, and provides the sole path to the FIFA Club World Cup. Currently, Toronto FC of Major League Soccer and Chivas Guadalajara of Liga MX are locked in competition to raise the newly minted Scotiabank CONCACAF Champions League trophy.
In addition to the Champions League, the Scotiabank CONCACAF League was launched by the Confederation in 2017, greatly expanding the number of regional clubs participating in international play and widening the reach to the fan base exposed to CONCACAF tournaments and the Scotiabank brand. The inaugural 2017 tournament was widely followed and exceeded expectations in television ratings, attendance and fan engagement across Central America and the Caribbean.
At the full national team level, Scotiabank’s involvement with the CONCACAF Gold Cup — the Confederation’s biennial national team championship – has provided exposure for Scotiabank’s investment banking business in the U.S. and beyond. The new deal adds partnership for the Nations League Championship, the championship finals of the newly launched CONCACAF Nations League, with qualifying rounds kicking off later this year.
The renewed deal will extend through 2022, and covers all CONCACAF properties including the title sponsorship of the Scotiabank CONCACAF Champions League, the Scotiabank CONCACAF League, the Scotiabank CONCACAF Under-13 Champions League, and the championship of the newly launched CONCACAF Nations League, as well as this fall’s CONCACAF Women’s Championship – the region’s pathway to the FIFA Women’s World Cup.
In addition to official competitions, football development continues to be a focus of the partnership. Scotiabank is a proud supporter of CONCACAF’s array of youth championships, and the renewed deal includes women’s, men’s, girls’ and boys’ CONCACAF championships at the Under-15, Under-17 and Under-20 levels. At the grassroots, Scotiabank has played a central role in launching the Scotiabank CONCACAF Under-13 Champions League, which provides youth club teams from around the region the chance to compete in a tournament with international championship standards.