The Rapids and S.F.-based financial services company Transamerica "have agreed to a two-year jersey sponsorship deal," according to Daniel Boniface of the DENVER POST. Terms of the deal were not disclosed, but Rapids President Tim Hinchey said that Transamerica "has the option of extending the sponsorship for multiple additional years." Hinchey on Tuesday "held up the club's new gold jersey with a Transamerica logo across the front." The Rapids "will wear the new jerseys" in their home opener Saturday against NYC FC. Denver is a "major North American hub for Transamerica, with 350 employees in the Denver Tech Center." In the past, Transamerica has "focused its sponsorships on more participation based events, such as road races and marathons." But Transamerica Retirement & Investment CMO Blake Bostwick said that the company "was intrigued by soccer because it touches a broader swath of cultural and ethnic backgrounds." Additionally, Bostwick said that the company "liked that its reach would extend to the Rapids' youth league jerseys, and that it could use its ticket allotment to help build a sense of community in Denver." Meanwhile, Hinchey said that the "new infusion of cash ... could help bring the club somewhere it's never been before: breaking even or possibly turning a profit" (DENVER POST, 3/19).
