Sponsorships Advertising Marketing

THIRSTY FOR NEW PARTNERS, MLS SIGNS WITH NAYA BOTTLED WATER

2.23.1996

     Nora Beverages' Naya brand bottled water has signed a four-
year, $2M deal making it the "official water" of MLS, according
to BRANDWEEK.  Terms of the deal will have every bottle of Naya
water carrying an MLS logo either on the neck label or full label
by '97.  Nora VP & GM Steve Wasik said the company is looking to
reach fans and casual players of the sport between the ages of
18-30.  This is in contrast to sponsors AT&T and Kellogg who are
looking to attract kids and Hispanics with their MLS
sponsorships.  Naya will get use of MLS marks, one board of on-
field signage in each stadium and tickets.  Naya's new ad agency,
Avrett, Free & Ginsberg, NY, hopes to further leverage the
sponsorship through sideline usage of the product and a possible
TV ad buy (Terry Lefton, BRANDWEEK, 2/19 issue).

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