MLS, in "another step toward legitimacy," is reportedly set
to sign a 4-year sponsorship deal with AT&T worth $8M, according
to Terry Lefton in this week's BRANDWEEK. The deal is the first
for MLS outside of packaged goods and athletic equipment. AT&T
will use the league, scheduled to begin play in April, "as a
Hispanic marketing vehicle." The deal gives AT&T "long-distance
category exclusivity, four board signage placements in all MLS
stadia, one 30-second spot on each of the 36 contests scheduled
to be televised on ABC, ESPN, and ESPN2, along with opening and
closing billboards and five minutes of on-screen logo exposure
via a 'clock wrap.'" They will also sponsor the MVP trophy and
the individual MVP awards for each team, and get uniform emblems
on one MLS team. AT&T will leverage the deal through the summer
youth soccer camps, signup booths and a "clone" of the NBA's Long
Distance Shootout. MLS will announce the deal this week, along
with nicknames, logos and uniforms of the ten teams (Terry
Lefton, BRANDWEEK, 10/16).
