LAFC Seeks To Grow Local Unity Sacramento To Vote On MLS Stadium Term Sheet Beckham's MLS Stadium Hits Another Snag Sports Medicine Center Part Of SKC Deal Source: AEG Close To Selling Stake In Dynamo Minding My Business With Karen Goodheart Atlanta United FC Chooses Marietta For Soccer Complex Tim Leiweke Envisions Bright Future For MLS Miami Miami MLS Stadium Deal Hits Bumps San Antonio To Buy Toyota Field For MLS Purposes
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).