Reebok is to stage its own international football tournament at the end of this month.
The sportswear corporation will hold the Reebok Cup, which will be contested by Germany’s Borussia Monchengladbach, Brazil’s Palm eiras, Colombia’s Club Atletico Junior, and Necaxa from Mexico.
Reebok has sold the TV rights to the competition to US cable sports channel ESPN International, which has sold on the rights to other terrestrial and cable stations around the world. The competition will be seen in 140 countries.
In June, Reebok pulled out of its 10m broadcast sponsorship of the UEFA Champions League because it thought that the sponsorship was diluted by teams playing in other makers’ kits. It was replaced by Sony PlayStation.
This tournament, which will take place in Miami and Chicago, is part of a wider move of large corporations to set up their own football competitions.
A Reebok spokesman adds: “Football is going to be a battleground for a number of companies over the next few years.”
Earlier this year Nike and Pepsi signed long-term deals with the Brazil and Argentina national teams respectively.