Liberty Mutual Insurance has signed a multiyear sponsorship deal with the U.S. Soccer Federation.
Terms of the deal were not disclosed.
The deal makes Liberty Mutual the official insurance partner of the U.S. men’s and women’s national teams, as well as the youth national teams and the U.S. Soccer Development Academy.
Liberty Mutual replaces Allstate as the federation’s official insurance partner. Allstate had held the rights since 2011.
Soccer United Marketing, which represents MLS and the national teams for commercial rights, represented USSF in the deal.
Allstate remains the official insurance partner of MLS, a relationships that also dates to 2011.
Liberty Mutual’s Brazilian affiliate, Liberty Seguros, was the official insurance provider of the 2014 FIFA World Cup and also sponsored the FIFA Confederations Cup in 2013. Other sponsorships for Liberty Mutual include deals with U.S. Youth Soccer, the U.S. Olympic Committee, USA Hockey, the U.S. Ski and Snowboard Association, and USA Wrestling.
“Soccer has long been a passion point for our brand given our long-standing support of U.S. Youth Soccer and our recent sponsorship of the 2014 FIFA World Cup in Brazil,” said Glenn Greenberg, a spokesman for Liberty Mutual, in an email. “We see great value in this sport and its growing fan base.”
The sponsorship was slated to be featured for the first time this past weekend, during the U.S. men’s national team’s match versus Panama at the StubHub Center in Carson, Calif.
“Liberty Mutual is a global brand [that is] deeply vested in sport as evidenced by their World Cup and Olympic sponsorships,” said David Wright, senior vice president of global partnership for Soccer United Marketing. “This new partnership with U.S. Soccer, coming off of a World Cup that captivated the nation, is a natural extension of their backing of the sport.
