Relevent Sports Announces Premium Roster Of Sponsors For The 2017 International Champions Cup

Relevent Sports, Ben Spencer,

Derris, Dave Beauboeuf,

Top Brands Partner with 2017 International Champions Cup Presented by Heineken®

*International Champions Cup Presented by Heineken® to Feature Reigning Champions League Winner

Real Madrid C.F. Along with FC Barcelona, Manchester United F.C. and Other Champions of Major European Leagues*

NEW YORK (May 22, 2017) – Today, Relevent Sports announces an impressive roster of brands including Heineken®, Ally, Aon, Chevrolet, TAG Heuer, Nike, Nexen Tire, Gatorade, Coca-Cola, Vivid Seats, XYIENCE, Groupon and Thomas Cook Sport as sponsors for the 2017 International Champions Cup presented by Heineken®.

The fifth installment of the world’s premier summer soccer tournament brings the strongest line-up to date, with eight of the world’s most celebrated soccer clubs facing off at renowned venues across the United States. International Champions Cup’s successful work with sponsors to date, in collaboration with Ascendent Sports Group, continues to attract an exciting portfolio of partners. The tournament’s global reach and unique in-market experiences attract brands across industries, offering the opportunity for partners to activate in a variety of ways and engage fans on-site and across channels.

For the second consecutive year, Heineken® returns as the presenting sponsor of the International Champions Cup, showcasing once again the brand’s passion for the game and firm standing as a worldwide leader in soccer, both globally and in America. In an effort to celebrate the fans and bring them even closer to the action, Heineken® will create pop-up beer gardens at a variety of the tournament’s matches to provide fans with a high-end destination to enjoy a Heineken®, and will present both the ‘Fan of the Match’ and ‘Man of the Match’ at each game. Heineken® will also host an array of local market events, unique fan experiences, and ticket giveaways leading up to and throughout the 2017 tournament.

Ally renews their premier partnership as the official financial services partner of the tournament, through 2018. Ally will deliver interactive on-site activations in select markets, hospitality experiences and mobile extensions to reach fans across the United States.

Principal Manchester United partners, Aon and Chevrolet, join as premier partners of the tournament. Aon aims to empower results for clients, colleagues and communities through a series of engagement initiatives activated throughout tour. Both sponsors will see an enhanced presence at Manchester United matches.

TAG Heuer will become the Official Timepiece, Timekeeper and Countdown of the International Champions Cup for the first time, thus expanding its global presence in the soccer world, where it is already aligned with top international football properties including: Major League Soccer, the United States Soccer Federation, the China Super League, the Premier League, Manchester United F.C., the Bundesliga, La Liga, and brand ambassador Cristiano Ronaldo, to name a few. As part of the partnership, TAG Heuer will be seen in-game at select matches and deliver on-site activations and ticket giveaways for fans in Houston and Miami, as well as showcasing its luxury timepieces to select markets throughout the tournament.

Nike joins as a premier partner and will provide the tournament’s official apparel and game ball – the soon to be unveiled Nike Ordem V. Manchester City partner, Nexen Tire, joins as the tournament’s official tire partner and will focus on fan engagement and brand activation around the club’s matches in Houston, Nashville and Los Angeles. This partnership follows the recent announcement that Nexen Tire will be Manchester City’s shirt sleeve partner from the 2017/18 season – the first announcement of this kind in the Premier League. XYIENCE (Official Energy Drink) and Thomas Cook Sport (Official Match Breaks) join as official partners of 2017 International Champions Cup. As part of their involvement, XYIENCE will participate in ticket giveaways leading up to the tournament and sampling of XYIENCE products at pre-match fan fests.

Coca-Cola joins the International Champions Cup as an official sponsor with targeted activations and events at El Clásico in Miami. VividSeats (Official Ticket Reseller), Gatorade (Official Sports Fuel), and Groupon (Official Daily Deals) continue to support the ICC as multi-year partners.

“The ICC prides itself on being an exciting property with wide sponsor appeal” said David Tyler, CEO of Relevent Sports. “Over the course of our five-year history, the ICC has shown the ability to deliver across a diverse set of brand objectives, appealing to sponsors, clubs and fans of the tournament. Ascendent Sports Group has done great work in attracting global sponsors to give fans an immersive experience that attaches them to the ICC before, during and after matches are played. Our partners are leveraging everything the property has to offer – global reach, local on-site engagement, national retail campaigns, as well as, digital and social interactions all in an effort to create once in a lifetime fan experiences and increased access to their brands.”

“In just five years, the ICC has grown into the world’s premier summer soccer tournament, cementing itself as an integral part of the international soccer calendar and an elite sponsorship platform,” said Bob Brennfleck, CEO of Ascendent Sports Group. “Announcing such an impressive and diverse roster of sponsors, speaks to the strength of the tournament and its ability to deliver on a variety of sponsorship objectives within a competitive sports landscape.”


The 2017 International Champions Cup presented by Heineken® will run from July 19 – 30 and feature 12 matches played across 10 cities throughout the United States. In total, eight teams from around the globe, including England (Manchester United F.C., Manchester City F.C., Tottenham Hotspur F.C.), Italy (Juventus F.C., AS Roma), France (Paris Saint-Germain F.C.) and Spain (FC Barcelona, Real Madrid C.F.) will compete in this year’s tournament. Each team will play three contests and the club with the most points at the end of the tournament will be crowned champion. Each win in regulation will result in three points and a tie will go straight to a shootout; the winning team in a shootout will receive two points and the losing team will receive one.

The International Champions Cup will host a standalone tournament in Singapore in 2017. The International Champions Cup Singapore will run from July 25 – 29, 2017. Participating clubs for the tournament are FC Bayern Munich, Chelsea F.C. and F.C. Internazionale. Matches will be played in a round robin format and held at Singapore’s National Stadium.

For the third consecutive year, the International Champions Cup will also host a tournament in China. The 2017 International Champions Cup China will feature five of the world’s top professional soccer clubs participating in four matches from July 18 – 24, 2017. Participating clubs include Arsenal F.C., FC Bayern Munich, A.C. Milan, F.C. Internazionale, and Borussia Dortmund F.C. The tournament schedule concludes with another world-class rivalry when A.C. Milan and Inter Milan meet for the 291st Milan derby on Monday, July 24 in Nanjing.

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In its five-year history, the International Champions Cup has established itself as the world’s premier summer soccer tournament, hosting top-tier matches in iconic venues across the world. Clubs including Manchester United F.C., FC Barcelona, Real Madrid C.F., Manchester City F.C., Chelsea F.C., Juventus F.C., Paris Saint-Germain F.C., Club América and LA Galaxy, among a host of others, have played matches at venues including Michigan Stadium, The Rose Bowl, Wembley Stadium, Yankee Stadium, Stamford Bridge, Melbourne Cricket Ground and MetLife Stadium.

Throughout the tournament’s history, sold out venues and fan engagement have ushered the ICC into the forefront of soccer’s growth in the United States. In 2014, Manchester United F.C. and Real Madrid C.F. met at the “Big House” at the University of Michigan in Ann Arbor, where 109,318 fans packed the stadium, marking the largest attended soccer match in United States history. In 2015, FC Barcelona and the LA Galaxy met at the Rose Bowl in Pasadena where 93,226 passionate fans watched an impressive battle between the two best clubs in their respective leagues. Last year’s tournament included the two most attended soccer matches in the United States for 2016 with crowds of 105,826 (Real Madrid C.F. vs. Chelsea F.C. at Michigan Stadium) and 86,641 (Real Madrid C.F. vs. Paris Saint-Germain F.C. at Ohio Stadium).

Fans can follow the ICC on social media at @intchampionscup for exclusive content and announcements, and join the conversation using #2017ICC. Fans can sign up for news, updates and ticket information at

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About Relevent Sports

Relevent Sports provides an innovative approach to building a soccer presence in the United States and around the globe. Relevent Sports showcases the best match-ups and tournaments in soccer featuring the top clubs, international teams and players. Since 2013, Relevent Sports has organized the International Champions Cup; the premier preseason tournament featuring the top European clubs with matches in North America, Europe and Asia. Utilizing brand development, grassroots planning, corporate sponsors, and international touring, Relevent Sports promotes and grows the love of soccer worldwide.

About the International Champions Cup Presented by Heineken®

The International Champions Cup is the world’s premier summer soccer tournament organized by Relevent Sports, featuring the best clubs from around the world. A staple property of Relevent Sports and RSE Ventures, the International Champions Cup works with leading sponsors such as Heineken®, Nike and Ally, among others, to bring the best in soccer to iconic sports venues across North America, Europe and China.

The International Champions Cup has hosted some of the most iconic matchups in the world, including the two most attended soccer matches in U.S. history. First came when Real Madrid C.F. and Manchester United F.C. drew 109,318 fans to Michigan Stadium at the University of Michigan. Real Madrid C.F. returned to the “Big House” to take on Chelsea F.C. in front of 105,826 fans, second all-time, as part of the 2016 tournament. The International Champions Cup has also hosted the most attended soccer matches in Minnesota (64,101 at U.S. Bank Stadium) and Ohio (86,641 at Ohio Stadium) state history. In its four-year history, Real Madrid C.F., Manchester United F.C., Juventus F.C. and Paris Saint-Germain F.C. have all won installments of the tournament.

About Ascendent Sports Group

Founded in 2013, by Stephen M. Ross and Matt Higgins, Ascendent is a dynamic, full-service agency focused on innovative sponsorship sales, brand consulting, event management and production, and talent acquisition, within the global sports and entertainment sectors. Ascendent Global Partnerships represents a marquee roster of properties, leveraging its global network of brand relationships to drive sponsorship and media revenue. Ascendent Consulting advises and supports brands and properties in developing and managing effective sponsorship portfolios. Ascendent Events has a deep expertise in large scale event design and production, staging impactful performances, activations and hospitality experiences across multiple genres. Ascendent is unified in the belief that sports and entertainment have the power to affect positive change, harnessing passion and affinity for great events to indelibly connect brands and consumers through memorable experiences.


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