SBD/March 19, 2012/Marketing and Sponsorship

MLS Hires Sid Lee Advertising Agency In Effort To Expand League Footprint

Retaining Sid Lee agency is part of marketing ramp-up by MLS' Handler
MLS has hired Sid Lee, Montreal, as its "new advertising agency of record," according to Terry Lefton in this week’s SPORTSBUSINESS JOURNAL. The move is part of an "overall marketing ramp-up" by MLS under interim CMO Howard Handler. Handler said that Sid Lee was "developing a new campaign for the league and its clubs, along with supporting brand work," but added that it was "too early to say when consumers will see new creative work." Handler: "The overall charge for the agency will be to grow the MLS footprint and develop the stature and breadth of the brand." Lefton notes the new agency assignment comes as MLS is "making changes in its marketing department." Handler said that he will "soon hire four new positions at or close to the vice president level," with separate responsibilities for strategy and planning, research, brand development and club services. The new MLS marketing hires come after the recent "completion of the sale of an equity stake in Soccer United Marketing to Providence Equity Partners" (SPORTSBUSINESS JOURNAL, 3/19 issue).
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