Multiple reports have MLS CMO Randy Bernstein leaving
the league to become a senior exec at Yahoo! (Mult., 1/10).
Bernstein: "I feel I have left MLS in the best financial
position in the history of the league" (USA TODAY, 1/10).
BRANDWEEK's Terry Lefton notes that Bernstein will join
Yahoo! as VP/Sales Promotions. MLS Commissioner Don Garber
said Bernstein "has been a pillar as far as building the
league. We've had a good sales organization, but now we
need to be more marketing-oriented and make the brand more
meaningful to youth and other key constituencies." Lefton
writes to "look for" Garber "to split marketing and sales
into separate jobs" (BRANDWEEK, 1/10 issue). Garber: "While
we had a chief marketing officer, clearly our focus was on
sales and sponsorships more than marketing the league. This
is an appropriate time to go in a new direction." The
SPORTSBUSINESS JOURNAL's Andy Bernstein reports that current
MLS Senior VP/Marketing Paul Phipps will "lead sales and
serve as the league's primary point person with sponsors in
Bernstein's absence" (SPORTSBUSINESS JOURNAL, 1/10 issue).
KELLOGG RE-UPS: Bernstein also reports that MLS charter
sponsor Kellogg has signed a three-year extension with the
league. Kellogg "will now pick up two camera-visible field
signs at every" MLS game and will get "logo identification
on one team's uniforms -- most likely" the Burn. Bernstein
notes that MLS now has eight sponsors for the upcoming
season, "just one fewer than" last year. Bic and AT&T are
the only two official sponsors that did not renew. An MLS
exec said that "another official sponsorship will be
announced within two weeks" (SPORTSBUSINESS JOURNAL, 1/10).
Lefton reports that Kellogg's contract is a "three-year, low
seven-figure deal" for the league (BRANDWEEK, 1/10 issue).
