Valencia CF and Wasserman join forces for North American brand expansion 

Valencia CF and Wasserman have established an activation and content collaboration agreement which will focus on expanding and developing the iconic Spanish football club’s brand in the United States, Mexico and Canada – the three host nations for the upcoming 2026 FIFA World Cup.

This strategic partnership aims to supercharge Valencia CF’s impact in North America, which represents a major growth market for Spanish and European football. Together, Valencia CF and Wasserman will create and deliver a robust strategy aimed at connecting with new fans in the region through recognized influencers, creating additional commercial opportunities for the club, and further strengthening the bond between Spanish football and fans around the world.

Wasserman is a sports, music, and entertainment company which serves talent, brands and properties on a global scale. The company boasts an enviable reputation with regards to advising sports teams on how to create compelling and effective international strategies.

“We believe this is an important agreement for both parties and we are sure it will be the first of many. Spanish football has always enjoyed a strong global presence and the opportunity this provides to generate added business opportunities is one we are excited to leverage. Valencia CF is a club with incredible potential. With the experience and tools we possess at Wasserman, we are confident this partnership will mark a turning point in Valencia CF’s influence and impact on an international scale,” said Oscar Morilla - Senior Vice President, Talent Marketing & Partnerships for EMEA at Wasserman.

Recently, with Wasserman’s support, Valencia CF entered into a partnership with the Chicago Bears in a cultural and sports exchange initiative that attracted the attention of international audiences and put a spotlight on the growth of the NFL in Spain.