SBJ/February 11-17, 2013/Marketing and Sponsorship

NAPA, Behr renew deals with Mexican team

NAPA Auto Parts and Behr Paints have renewed deals with Soccer United Marketing for sponsorship of Mexico’s men’s national team.

The renewals — valued at seven figures annually, according to industry sources — are seen as an illustration of the increased popularity of the Mexican club. ESPN recently announced a deal to add the club’s matches to its broadcast schedule, in English, through 2014.

The deals demonstrate the rising popularity of Mexico’s men’s national team.
Photo: SUM
“Univision’s work in growing the Mexican team property has been incredible, and now you’re seeing the results,” David Wright, SUM senior vice president of global sponsorship, said of the Spanish-language network. “ESPN now supporting the property shows the strength of soccer and the brand of the Mexican team.”

An exhibition match last June between Mexico and Brazil at Cowboys Stadium in Arlington, Texas, was seen by 6.2 million viewers on Univision.

SUM is the marketing arm of Major League Soccer and represents the Mexican team in its deals.

For NAPA, the extension is through the club’s 2014 season — notable because 2014 is a World Cup year. Behr’s deal is also a multiyear deal, but information was not available on its specific length.

NAPA retains its status as the team’s official auto parts provider. It also retains exclusive on-site promotional rights and television-side LED field board signage for all Mexican national team games played in the United States. In addition, NAPA will receive increased social and digital media support, client hospitality (including on-field experiences pregame), and in-store appearances by former members of the national team. NAPA has been aligned with the team since 2007.

“The partnership delivers a great deal of visibility to Mexican and Mexican-American consumers, especially among our target market of men 18-to-49,” said Gaylord Spencer, vice president of marketing strategy for NAPA. “It’s a centerpiece of our entire Hispanic marketing program.”

Behr first became a Mexican national team sponsor last May with a one-year deal for high six figures. The multiyear renewal continues the use of a Behr paint can by referees at all Mexican team matches in the United States. The deal additionally provides for the referee’s Behr paint can to be mentioned once each half during all Mexican team matches on Univision.

Paint is a visible part of soccer, as referees will use cans to mark 10 yards between the spot of a free kick and a defensive wall.

“It’s a great example of an authentic product integration into a match broadcast,” Wright said.

The exclusive paint of the Mexican national team, Behr retains field-board signage for the club’s U.S. tour this year and next and for its World Cup qualifiers in Mexico; on-site activation at the club’s matches in the United States; and tickets as part of the deal, among other elements.

Behr also adds a multiyear sponsorship of the CONCACAF Champions League — also represented by SUM for corporate sales — to extend its exposure in soccer.

NAPA worked with PM Publicidad on its deal; Behr handled its deal internally.

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