PepsiCo, A-B and Honda "have all re-signed as top-level
official sponsors" of MLS for the next four seasons,
according to Terry Lefton of BRANDWEEK, who writes that the
"development ... should end speculation" that the league's
"sponsorship base is eroding." MLS CMO Randy Bernstein said
that the deals "bring in three partners collectively
committed" to $30M in cash and promotional spending. All
three deals include media time on ESPN, ESPN2 and ABC, three
"camera-visible field boards at every game, a player
appearance in every MLS market" and All-Star Game and MLS
Cup rights. Lefton notes that A-B, the league's "first
official sponsor, will continue to push" its Budweiser
brand, "primarily as a Hispanic play, and adorn the jerseys"
of the Galaxy. Pepsi gets exclusivity in the carbonated
beverages category and "will likely move its uniform signage
from" CO to a larger market. Lefton adds that Bic and AT&T,
both MLS "charter sponsors," are expected to "successfully
conclude negotiations" (BRANDWEEK, 11/15 issue).
STATE OF THE LEAGUE: The SPORTSBUSINESS JOURNAL's Andy
Bernstein profiles MLS and Commissioner Don Garber, who
"admits the league is 'very much behind'" in market research
and that it is "just now selecting a research firm." Garber
told owners that the league "will ask for a budget increase
next year, although he has not yet requested a particular
amount." Garber added that "in some cases," MLS will accept
a "smaller cash rights fee from sponsors" in exchange for
marketing support (SPORTSBUSINESS JOURNAL, 11/15 issue).
MLS CUP: Revolution CEO Brian O'Donovan, on ticket
sales for Sunday's MLS Cup in Foxboro: "I would be surprised
if the crowd isn't more than 40,000" (BOSTON GLOBE, 11/16).
