MLS Sets Third Consecutive Attendance Record Kraft Wants New Revolution Stadium In Boston Second Group Proposes MLS Stadium In St. Louis Union Opens Club's New MLS Practice Facility Georgia Tech Hosting Some Atlanta United Games In '17 Red Bulls Sign Marketing Deal With Contractor MLS Teams Weary Of Flying Commercial Minnesota United Quiet On Construction Delays MLS Looking At Cincy For Expansion? Garber Address Growth Of The Product In Q&A
SBD/16/Sponsorships Advertising Marketing
MLS MIXES RIGHT INGREDIENTS IN CHEF BOYARDEE TIE-IN
Published December 16, 1997
NJ-based International Home Foods (IHF) has signed a two-year sponsorship deal with MLS for its Chef Boyardee line that will give the league "unprecedented exposure in grocery aisles and on Saturday morning kids TV, while continuing the brand's push into the tween-age market," according to Terry Lefton of BRANDWEEK. The $3.5M deal gets IHF exclusivity for its canned pasta, chili and beans. MLS "is also pursuing sponsorships in the consumer electronics, snack food and fast food arenas" (BRANDWEEK, 12/15 issue).