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DirecTV to launch pop-up experience for Soccer Champions Tour

The DirecTV Soccer Champions Tour logo.
(Courtesy logo, Graphic by The Desk)

DirecTV will be unveiling a pop-up experience for soccer fans in New York City after renewing its sponsorship agreement with Soccer Champions Tour.

The DirecTV Champions Lounge will take over the Legends soccer and sports bar in New York, and will run for 38 days, a spokesperson confirmed in an email. The pop-up experience will start July 5 and run through August 12, timed to coincide with several matches played under the DirecTV soccer Champions Tour banner.

“On behalf of the DirecTV Soccer Champions Tour, we are thrilled that DirecTV understood the value of their presenting sponsorship in 2023 and decided to go deeper as title sponsor this year,” said Joe Carr, the Commissioner of the DirecTV Soccer Champions Tour. “DirecTV’s long-standing commitment to delivering high-quality matches to American soccer fans makes them the perfect partner for us. We’re excited to continue our relationship and bring this incredible tour of six matchups over 11 days featuring the biggest names in global soccer back to fans in the U.S. for the second year in a row.”

“We are thrilled to bring the DirecTV Champions Lounge to life,” said Vince Torres, the Chief Marketing Officer at DirecTV. “This new activation will be a fully-immersive, interactive, DirecTV-centric experience for soccer fans that descend on the Big Apple.”

“DirecTV continues to be the Tour’s leading sponsor and as such will be delivering unparalleled fan experiences and storytelling,” a company spokesperson affirmed. “In addition to its integration throughout broadcast, digital, and in-stadium signage and exposure, DirecTV will host the aforementioned, one-of-a-kind fan experience in New York City and present a creator-led content series highlighting the American fan experience.”

The DirecTV Soccer Champions Tour was created by Sixth Street, a global investment firm, to support the promotion and growth of top-tier soccer clubs by organizing high-profile competitions that reach millions of fans beyond the club’s home markets.

The following events are scheduled for this summer:

  • Manchester City v. AC Milan: Saturday, July 27 at Yankee Stadium in New York City
  • Real Madrid v. AC Milan: Wednesday, July 31 at Soldier Field in Chicago
  • FC Barcelona v. Manchester City: Tuesday, July 30 at Camping World Stadium in Orlando, Florida
  • Real Madrid v. FC Barcelona: Saturday, August 3 at MetLife Stadium in East Rutherford, New Jersey
  • FC Barcelona v. AC Milan: Tuesday, August 6 at M&T Bank Stadium in Baltimore, Maryland
  • Real Madrid v. Chelsea: Tuesday, August 6 at Bank of America Stadium in Charlotte, North Carolina

Tickets to all matches are available through TicketMaster, except for the match in Baltimore, which is sold through SeatGeek.

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About the Author:

Matthew Keys

Matthew Keys is a nationally-recognized, award-winning journalist who has covered the business of media, technology, radio and television for more than 11 years. He is the publisher of The Desk and contributes to Know Techie, Digital Content Next and StreamTV Insider. He previously worked for Thomson Reuters, the Walt Disney Company, McNaughton Newspapers and Tribune Broadcasting.

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