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Closing Bell

Panasonic Announces Deal With U.S. Soccer, Renewal With MLS

Panasonic, MLS, and U.S. Soccer today formally announced a three-year sponsorship deal that makes Panasonic the official consumer electronics partner of U.S. Soccer and a sponsor of the U.S. men's and women's national teams. The deal also renews those designations with MLS. The agreement runs through the '14 FIFA World Cup and '14 MLS season (Panasonic). As part of the deal, the company "ceded its rights at the team level." Sources pegged the deal "in the low seven figures annually." Panasonic "will activate around the national teams" during the '12 London Games (SPORTSBUSINESS JOURNAL,  10/10 issue).

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