ADWEEK's Lauren Johnson reported some advertisers believe soccer "has found solid footing" in the U.S., as MLS over the past year "has added Heineken, Chipotle, Etihad Airways and AdvoCare as brand partners." Heineken "in particular is a longtime supporter of soccer and is now putting more money into the sport with the expansion" in the U.S. Heineken Senior Brand Dir Quinn Kilbury: "The big difference that we've seen is, in the past, you'd get the World Cup bump and then it would kind of dissipate. ... Soccer fans in the U.S. are finding their voice because big media companies like Twitter are allowing a place for those conversations to occur." Heineken said that data from its '14 UEFA Champions League marketing campaign "helped drive its deeper investment in the sport" in the U.S. (ADWEEK.com, 3/5).
DRIVING FORWARD: Audi on Friday formally announced its new sponsorship deal with MLS, making it the league's official automotive sponsor and presenting sponsor of the MLS Cup playoffs. Other activation included in the deal, which was first reported earlier this week in THE DAILY, is a presence at the MLS All-Star Game, as well as a new 30-second spot, titled "The Game," launching along with the start of the MLS season. Audi has existing deals with the Sounders and Timbers through local dealerships and will announce more club deals in the near future (THE DAILY).
GOING GROCERY SHOPPING: Orlando City SC announced that Florida-based Publix has signed on as a "founding partner as the official and exclusive grocery store" for the team's inaugural MLS season. Terms of the deal were not disclosed, but the partnership "secures Publix's support of the team's youth soccer camps, clinics and mobile fan zone." In addition, Publix "will be the presenting sponsor of the Mane Street Fan Zone for home games." This is the second large partnership Orlando City "has announced this week, as Walt Disney World is also now a founding partner" (BIZJOURNALS.com, 3/5).
