Bringing back top-flight European football clubs has drawn more than fans to the Int'l Champions Cup. The tournament this year will have more than half of its sponsors on multi-year deals for the first time in its five-year history. The ICC, to be played in July across 10 U.S. cities, will have nine of its expected 17 deals stretching beyond a year, said Bruce Bundrant, CCO at event organizer Relevent Sports. In past years, the tournament had just one: Guinness, which previously held naming rights. Bundrant said, "We were an unknown quantity and, to be fair, brands didn't know which teams we would bring or where matches would be held. But now there is an understanding that the biggest clubs in Europe will be here." That has led to a significant increase in sponsorship revenue. Bundrant said the ICC's sponsorship revenue is into the eight figures this year, roughly doubling from last year. He declined to provide further specifics. ICC sponsors are also spending more money around activation, Bundrant said. Ally CMO Andrea Riley said her company felt the momentum of the ICC and decided to boost its sponsorship. "As the ICC events get larger, the fan base continues to grow and the sport continues to gain popularity in the U.S.," she said (SPORTSBUSINESS JOURNAL, 5/22 Issue).
