SB Advertisers Could Take More Measured Approach Yonex Begins Fines For Smashing Racquets Nike Shifts Approach To Sponsorship As NBA Evolves Mickelson Debuts Personal Logo On Apparel Costco-Branded Golf Balls A Hot Seller Falcons, Pats Sponsors Make Final Activation Push SHR Yet To Announce Anchor Sponsor For Bowyer Marketplace Roundup Target Makes Push Into Soccer With MLS Alibaba, IOC Reach 12-Year TOP Sponsorship
SBD/March 16, 2012/Marketing and Sponsorship
Herbalife Renews Sponsorship With MLS Galaxy For A Record 10 Years, $44M
Published March 16, 2012
WANT MORE GREAT STORIES LIKE THIS?
CLICK ON ONE OF THESE BUTTONS
The MLS Galaxy have signed a record 10-year, $44M renewal with Herbalife that continues to make the company the team’s jersey sponsor. In addition, L.A.-based Herbalife will also continue to be the presenting sponsor of the defending MLS Cup. Galaxy officials said that the new deal is the longest and most lucrative jersey deal in the league. “It is twice as long as any other deal in MLS and is a real testament to Herbalife and their faith in MLS soccer,” said AEG Senior VP/Corporate Partnerships Bill Pedigo, whose company owns the Galaxy. Herbalife Senior Dir of Corporate Alliances Exec Brian McKinley said the company agreed to the unprecedented decade-long deal in order to build more stability in the partnership. Herbalife became a sponsor of the Galaxy in ‘05 and signed on in ‘07 to become the team’s jersey and presenting sponsor. “It is hard to maintain a partnership philosophy when every one-and-a-half to three years you are negotiating a renewal,” McKinley said. “Our relationship goes far beyond just the jersey. It is about the true integration of our brand and we wanted a stable partnership.” The deal also includes $2.5M charitable effort between the Galaxy Foundation and the Herbalife Family Foundation to benefit underserved children. The Earthquakes, Rapids, FC Dallas and Sporting KC remain the only MLS clubs without a shirt sponsor.
|Chivas USA||Corona Extra|
|Red Bulls||Red Bull|
|Real Salt Lake||XanGo|