América de Cali joins leading global media company to deliver bespoke football content directly to fans and expand their global reach

London, UK – 20 March 2020: Global digital media company Dugout today announced a new partnership with América de Cali – its first club in Colombia.

Launched by the world’s largest football clubs − including Barcelona, Real Madrid, Paris Saint-Germain, A.C. Milan, Liverpool, Manchester City, Arsenal, Chelsea, Bayern Munich and Juventus – Dugout now enters a new territory as the number of partnerships with clubs, federations and leagues across the globe grows.

Playing their home matches at the Olímpico Pascual Guerrero stadium, América de Cali, or Los Diablos Rojos as they’re known, is one of Colombia’s most decorated clubs, picking up 14 Primera A titles.  Established in 1927, Los Diablos Rojos has reached the Copa Libertadores finals on four occasions, and the club will now have access to Dugout’s global network of premium publishers via Dugout’s unique online ‘Embed’ player.

Through dedicated channels on the Dugout App, and its network of over 75 publishers globally, dugout will deliver exclusive, bespoke content directly to fans to increase fan engagement and grow the club’s international presence within and outside of Colombia.

Dugout Co-Founder and Chairman, Elliot Richardson, said:

“Dugout is delighted to partner with América de Cali, one of Colombia’s most successful clubs, and continue to expand within the region. The club has one of the largest fan-bases in the country and we look forward to working together to share new and vibrant content with football fans in and outside of Colombia.

“Dugout is proud to have over 100 clubs, federations and leagues along with over 75 certified publishers which deliver 60 million monthly users. We’re in a great place to consolidate our position as the world’s leading football content provider, serving the greatest number of fans globally.”

Mauricio Romero, Executive President América de Cali, said:

“Partnering with Dugout is an exciting step in our club’s growth and we’re delighted to be working with them. Their experience of creating engaging content for some of world’s biggest football clubs will help bring our fans even closer to their favourite players and the best action. With Dugout’s platform being used by football loving fans across the world, we hope to develop our presence internationally and showcase exactly what it means to be Los Diablos Rojos.”

About Dugout

Dugout is the first and only time the world’s biggest football clubs have joined forces to support a new business. Since launching with A.C. Milan, Arsenal, Barcelona, Bayern Munich, Chelsea, Juventus, Liverpool, Manchester City, Paris Saint-Germain and Real Madrid there are now over 100 clubs, National Football Federations and Leagues in partnership with Dugout.

Dugout offers exclusive football video content from its member clubs through a central library of more than 50,000 videos direct to fans on and via its Embed network of certified publishers. Each member club and player have a dedicated Dugout profile to upload content and interact with fans creating a personalised experience based on the clubs and players they follow.

Dugout’s Embed network of leading publishers from around the world, are supported by Dugout to strengthen their ability to drive deeply engaging content, user experience and provide the highest level of service to their audiences with not only static images but dynamic, relevant video content. Dugout produces over 5,000 videos a month across three key content streams – Newsworthy, Stand Alone and Evergreen; all of Dugout’s content is available to certified publishers through its embeddable media platform.

Similarly, Dugout works with media agencies, creative agencies and brands to deliver content-rich opportunities for activation campaigns, product launches, experiential marketing and events. launched in November 2016, followed by the app in March 2017. Dugout’s quality content is also available on Amazon Fire TV, Apple TV, as well as via certified global publisher partners.

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