Piedmont has only been able to feature the branding in a handful of games this year due to the pandemicAtlanta united
Atlanta United and Piedmont Healthcare "couldn’t have predicted a global pandemic when both parties reached an expanded partnership deal earlier this year," and now the sponsor will be in "another unique position when the season resumes without fans at the MLS is Back Tournament," according to Eric Jackson of the ATLANTA BUSINESS CHRONICLE. All 54 matches of the tournament will be nationally televised, but the question is "how many fans will tune into the reboot." Piedmont Healthcare CMO Douwe Bergsma said, "This could be something that there’s low interest and (lacking) excitement but on the other end you can say there’s been a dry spell and people are hungry for live sports." Jackson noted Piedmont "looks to receive as much exposure possible via digital advertising, radio spots and on local TV wrap-up shows." New branded-graphics around the playing field "will be shown during the live broadcasts." Piedmont also will have "digital signage on LED display screens at the ESPN World Wide Sports Complex." Piedmont "became the sleeve sponsor for United in the extended partnership deal but has only been able to feature the branding in a handful of games." Bergsma said, "We have to figure out how to leverage that to our advantage. This tournament is the start. We’re going to learn what worked and what didn’t work." Atlanta United plays its first match on Saturday (BIZJOURNALS.com, 7/7).
