MLS' Garber On Possible Winter Schedule Sporting KC Becomes Envy Of City, League MLS Weighs Winter Schedule Before Cup Final Garber Gives Annual State Of MLS Address Q&A With Sporting KC CEO Robb Heineman Land Deals For DC United Stadium Miss Deadlines Sacramento USL Pro Expansion Team Eyes MLS Sporting K.C.'s MLS Cup Presale Goes Awry Beckham Eyes PortMiami For MLS Stadium Average MLS Franchise Value Up To $103M
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).