PepsiCo's All Sport Body Quencher has signed an endorsement deal with the MLS Revolution's Alexi Lalas, and finalized a multi-year agreement with MLS which names All Sport the "Official Sports Drink" of MLS and the U.S. Soccer Federation. The arrangement also includes an alliance with the U.S. Youth Soccer Association (USYA). All Sport is launching a print, radio and TV ad campaign behind its soccer effort featuring Lalas. The first BBDO Worldwide spot debuts tonight during CBS' coverage of the NCAA Men's Basketball tournament. The agreement also gives All Sport exclusivity as one of soccer's "official sponsors," and allows use of MLS, U.S. Soccer and USYA names and registered trademarks in All Sport advertising and promos; field board signage and/or field recognition at MLS and U.S. Soccer national team games; official sponsorship of, and display rights at, MLS youth camps and U.S. Soccer youth programs and sport development programs; and, sponsorship of U.S. Soccer's national teams in all world championship events including the '98 World Cup (All Sport). HEADERS: USA TODAY's Bruce Horovitz writes on soccer's new appeal under the header: "Soccer Gains Ad Toehold." Lalas, on his estimated $500,000 in annual endorsements: "These guys aren't stupid. Advertisers know how big soccer is becoming in the U.S." (USA TODAY, 3/13)....The MLS Galaxy will unveil its new team jerseys today at the NikeTown in Beverly Hills, CA (Galaxy).
