Johnson & Johnson announced a multiyear extension of its deal as the official healthcare partner of MLS and the U.S. Soccer Federation. The designation extends to the U.S. men's, women's and youth national teams. Field-level signage for matches played in the U.S. will promote J&J brands Band-Aid, Benadryl, Bengay, Coach athletic tape, Compeed, Listerine, Motrin, Neutrogena, Neosporin, Rhinocort, Tylenol, Visine and Zyrtec. J&J also will leverage the partnership to build awareness for its Donate a Photo app (MLS). AD AGE's E.J. Schultz noted soccer on the whole is "breaking into the mainstream across the U.S., propelled by a new generation of young, multicultural sports fans who are giving brands a reason to take a fresh look at pouring ad and sponsorship money into the game." Wasserman Exec VP/Brands Heidi Pellerano said, "This is the sport of the youth -- it's fast-paced, it's energetic." Schultz noted MLS is "making a strong case that there is room for a fifth major sport." Research firm IEG said that sponsorship spending on MLS, U.S. Soccer and other North American soccer leagues, teams and events "grew 9.2% last year" to $333M. That "still trails the Big Four," with the NFL drawing the most at $1.25B, but MLS "keeps notching significant brand wins." Audi, which became an MLS sponsor in '15, "remains bullish on the sport's TV future." Audi of America VP/Marketing Loren Angelo said, "You have a fan base that can now follow the sport. They don't have to get up at 4 o'clock in the morning to watch a game in Europe. They can actually follow their hometown teams" (ADAGE.com, 4/6).
