SBD/14/Sponsorships Advertising Marketing

MLS ADDS FUJI FILM TO LIST OF OFFICIAL SPONSORS

     MLS announced yesterday that Fuji Photo Film USA would be an
official sponsor.  The multi-year agreement includes film
category exclusivity on TV ads, on-field signage and
incorporation into youth programs.  Fujifilm will also be the
uniform sponsor of the NY/NJ Metrostars (MLS).
     IT'S ALL ABOUT INTEGRATION:  Jeff Jensen profiles MLS'
marketing and business structure in the current issue of
ADVERTISING AGE, calling it "innovative" and "a program that
should secure the financial stability and promotional support"
its predecessors lacked.  Because MLS investors not only own
teams, but an interest in the league, player salaries should
remain "sensible."  Also, the structure will allow for
"integrated marketing programs."  For example, teams will be able
to sign local TV deals, but MLS sponsors will have "rights of
first refusal" on ad deals.  Without TV timeouts, MLS will find
ways for sponsor exposure through field boards and jersey logos.
Official sponsors, such as AT&T and Budweiser (and now Fuji),
signed on at $1M each.  PepsiCo's All Sport and Kellogg are
official corporate partners, at $500,000 apiece (AD AGE, 3/11
issue).
     OTHER SOCCER SPONSOR NEWS:  BP Petroleum has become a
principle sponsor of the NPSL Cleveland Crunch.  BP's deal with
the club will include a uniform and color change to BP's logo and
colors.  The team will also incorporate a new slogan -- "Let's
Rock" -- in the spirit of Cleveland's new Rock-n-Roll Hall of
Fame (Cleveland PLAIN DEALER, 3/13).
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Related Topics:

All Sport, Anheuser Busch, ATT, MLS, NPSL, PepsiCo

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