Unilever To Sponsor Mexican National Soccer Team's U.S. Tour
Unilever has signed a multiyear deal with Soccer United Marketing, MLS' marketing arm, as the official sponsor of the Mexican men’s national team’s U.S. tour. The three-year deal, which expires in '15 and is estimated by an industry source to be worth mid-seven figures in total, will be announced later today. As part of the deal, Unilever will also receive LED advertising at all matches played in Mexico that are broadcast in the U.S. on Univision and ESPN, including tonight's FIFA World Cup qualifier against the U.S. at Azteca Stadium.
Unilever has been a tour partner since '09 to promote its Degree brand of deodorants, but has added five brands in the new deal: Knorr soups, Hellmann’s mayonnaise, Ragu pasta sauce, Country Crock spreads and Breyers ice cream. Unilever will continue to receive on-site promotional rights at all Mexican team matches in the U.S., intellectual property, hospitality and player appearances, among other deal points.