SBD/February 6, 2013/Marketing and Sponsorship

MLS Dynamo Will Opt For Blank Space On Jersey If No Shirt Sponsor Found For '13

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Dynamo's jersey will feature just adidas and team marks if sponsor is not found
If the MLS Dynamo do not have a new shirt sponsor when the '13 season begins in March, the club will opt to have a blank space across the chest. The jersey will have only adidas and Dynamo patches near each shoulder. "This gives us options," Dynamo President Chris Canetti said of the decision. "We hope to have a new sponsor soon enough." The Dynamo and Greenstar Recycling announced Friday that their three-year, $7.5M deal would end 11 months early after Greenstar was purchased by Waste Management. The Dynamo join the Rapids and Earthquakes as the only MLS franchises without a jersey sponsor. Primarily for retail reasons, MLS gave the Dynamo two choices: commit to a charitable partner to front the jersey for an entire season or leave the sponsor space blank at the start. Choosing the latter affords the Dynamo the ability to add a sponsor logo during the season. The move would not be unprecedented, as FC Dallas added AdvoCare during the middle of last season. Since the Dynamo was informed of Greenstar's impending sale months ago, it already has begun discussions with prospective shirt sponsors. Canetti hopes to have a valuation report completed in the coming weeks. The Dynamo could get a better deal than the $2.5M annually it received from Greenstar. "When Greenstar did its deal with us, few people knew what the company was," said Canetti. "We opened a new stadium this year and reached MLS Cup both years. Without a doubt, our metrics have increased."
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