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Marketing and Sponsorship

Allstate Adds To Football Commitments With CONCACAF, MLF, Mexico Deals

Seeing the groundswell for football firsthand, Allstate decided to further invest in the sport, adding a new sponsorship as well as increasing its activation spend. Allstate signed a four-year partnership with CONCACAF to become its official insurance sponsor. It also signed a four-year renewal with Major League Soccer and the Mexican national team's U.S. tour, and holds an option for a fifth year. The company has been a sponsor of MLS since '11 and the Mexico Football Federation (FMF) since '07. Allstate will look to sign three to five sponsorships with MLS clubs this season, with the goal to increase that number in the following year, focusing on local relationships between its regional and state-based agents. Allstate Product Marketing Dir Dan Keats said that the company originally moved into football sponsorships alongside the Mexican national team to reach the Hispanic consumer. However, with MLS and the FMF, the company quickly came to the conclusion it would invest more resources into the sport. Keats: "We took a step back, and really started to see where soccer is going. When you look at MLS, its strength is really in its growing support around its clubs, whether it's the new expansion clubs or in Portland or Seattle -- that's where we want to take a step forward." Keats declined to comment on the overall sponsorship expenditure, but said that the company would significantly increase its activation budget as part of the renewals, as well as its media buys. In addition to the Gold Cup, its deal with CONCACAF will include the full range of men's and women's national team championships and World Cup qualifying events that the federation hosts, as well as its club team competitions. It will receive category exclusivity as well. Allstate worked with marketing agency Lapiz around its Mexican national team sponsorship, and IMG consulted on the renewals and negotiations. Octagon serves as its activation agency. SUM represented CONCACAF, MLS and the FMF in negotiations. 

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