MLS has signed a marketing partnership with America's
Dairy Farmers and Milk Processors that makes Milk an
Official Sponsor of MLS and its 12 teams through the 2001
season with renewal options. The sponsorship, which is
Milk's first with a pro sports league, begins with the MLS
All-Star Game in Columbus on Saturday, where Milk gets
signage on the East team's uniforms. Milk will also
participate in grassroots MLS initiatives and will have
players appear in the "Got Milk?" ad campaign starting next
year. Milk gains use of league marks and receives exposure
on ABC, ESPN and ESPN2, as well as via regional telecasts,
field boards, clock wraps, title nights, game programs and
tickets (MLS). The SPORTSBUSINESS JOURNAL's Andy Bernstein
reports that the sponsorship "really kicks in next season,
when" the milk industry will have "two field boards at every
game and advertising in all" national TV broadcasts. While
"at least one" MLS player will be featured in ads next year,
"no player has been signed yet." Bernstein adds that the
milk industry is also "pursuing a sponsorship of the NBA"
(SPORTSBUSINESS JOURNAL, 7/24 issue).
