Chase Inks Partnership With SUM For MLS, Other Properties

Soccer United Marketing (SUM) and JPMorgan Chase have entered into a marketing partnership, under which the Chase Ultimate Fan Rewards credit card program will offer exclusive soccer event experiences, memorabilia and authentic merchandise. The cards will feature designs for all 12 MLS teams, the U.S. national team and the Mexico national team (SUM). BRANDWEEK’s Barry Janoff reports the rewards card is part of a five-year deal between Chase and SUM that includes a national marketing campaign and in-stadium signage. Terms of the deal were not disclosed, but analysts put the deal’s worth “in the ballpark of the deal ESPN signed last month to broadcast MLS games through 2014,” which was valued at $7.5M annually. It is below the ten-year deal adidas signed with SUM in ’04 worth $10M per year (BRANDWEEK, 9/4 issue).