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CREW LANDS ON MARS: SNICKERS NAMED OFFICIAL BAR OF MLS
Published July 23, 1996
Snickers inked a multi-year deal becoming an Official Sponsor of MLS as the league's "Official Snack Bar." The deal provides Snickers with on-field signage and a role in all youth programs throughout the league. Snickers will also be the uniform sponsor of the Columbus Crew (MLS). The deal is for five-years and worth around $6M, according to Terry Lefton of BRANDWEEK. Parent company Mars will get one board of field signage and "logo-adorned" ball boys/girls at every game. TV was not included in the package. Although much of the first season is over, Mars' MLS promos "are unlikely until next year, though it may float an effort pegged to the MLS championship" (BRANDWEEK, 7/22).