Garber Address Growth Of The Product In Q&A Timbers Struggle To Add Seats To Stadium Weekend Plans With MLS Exec Lino DiCuollo Inflexible Scheduling Hurts Marquee MLS Matchups Banc of California Signs Deal With LAFC MLS Approves Minnesota As 22nd Franchise Atlanta United Reach Record Season Tix Levels Study Shows Game-Day Experiences For MLS MLS Expansion Fee Could Nearly Double To $200M MLS All-Star Match Sells Out Avaya Stadium
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).