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Sponsorships, Advertising & Marketing
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New MLS Union Beginning To Ink Deals With Corporate Sponsors
MLS Philadelphia Union Owner Keystone Sports & Entertainment (KSE) has "slowly started to fill out its roster of corporate sponsors," according to John George of the PHILADELPHIA BUSINESS JOURNAL. KSE last year "signed 'founding partner' deals with Crozer-Keystone Health System and Premier Orthopaedic & Sports Medicine Associates and a 'technology partner' deal with Panasonic," and this year signed a deal with Comcast-Spectacor subsidiary Ovations Food Services "to be the club's stadium food providers." Negotiations about a "broader partnership with Comcast-Spectacor are close to being finalized." Meanwhile, Union President Tom Veit said that KSE is also "involved in multiple conversations with potential partners for jersey and stadium-naming rights deals," though he added that the nation's "economic straits have made negotiating such deals more challenging." KSE CEO Nick Sakiewicz added that the team is "being careful with its jersey and naming rights deals." Sakiewicz: "When you're doing a deal to have somebody put their name on your jersey, you want to make sure it's the right partner." Sakiewicz also said that the Union's sponsorship deals are 25% "lower than the average deal" with an NFL team. George notes the team is "pricing its founding partner deals in the $500,000 range (for three to five years) and expects to receive a 'few million dollars' each for jersey and stadium rights deals" (PHILADELPHIA BUSINESS JOURNAL, 6/26 issue).
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