Sponsorship inventory for the Copa América Centenario "is now sold out, with Soccer United Marketing reaching a deal with the tournament’s 15th and final partner, multinational energy company Total Gas & Power," according to Ian Thomas of SPORTSBUSINESS JOURNAL. While
SUM President Kathy Carter "would not reveal financial terms of any of the deals, she said SUM hit its targets." Carter: "We didn’t know how the market would react being that it was a compressed timeline. But companies recognize the size and scope of this event.”
According to a source familiar with the deal between SUM and WME-IMG and tournament organizers CONCACAF and CONMEBOL, the two firms guaranteed the football federations roughly $20M, with any additional profit being split. For many of the tournament’s other 14 partners -- which include Anheuser-Busch, Coca-Cola, Ford, MasterCard and Procter & Gamble -- the tournament’s dual continental appeal "drove their interest in aligning with Copa América, and also how they plan to activate." Delta Dir of Int'l Marketing Annika McKinney: "Initially we looked at this as a great way to reach and connect with more U.S. Hispanics, but as we learned more about the opportunity we realized it would really complement our overall marketing efforts in Latin America, where we continue to invest and grow awareness for the Delta brand. It aligned perfectly with our existing plans and strategies" (SPORTSBUSINESS JOURNAL, 5/30 issue).
