Bayer HealthCare has signed a multiyear partnership with the U.S. Soccer Federation and the National Women’s Soccer League that makes the company’s Coppertone brand the official sun care partner of both the league and the governing body.
An industry source pegged the multi-year deal, to be announced this week, in the low seven figures annually. Financial terms of the deal were not disclosed, and SUM declined to comment.
The U.S. Soccer tie gives the company rights to the U.S. men’s and women’s national teams as well as the youth national teams and the U.S. Soccer Development Academy. Coppertone aims to activate with the women’s team as part of its Send-Off Series leading up to this summer’s FIFA Women’s World Cup in Canada. Included in the plans are U.S. Soccer branding on packaging and displays, broadcast and digital advertising, and product placement in locker rooms.
Coppertone plans to work with players on campaigns aiming to educate fans on the importance of sun protection, as well.
“Coppertone is … excited to educate soccer enthusiasts about the importance of sun protection, whether they’re an athlete on the field or a fan watching from the sidelines,” said Bayer HealthCare’s Tracy Nunziata in a statement.
The deal was negotiated by Soccer United Marketing on behalf of U.S. Soccer and the NWSL. This is the first deal that SUM has secured for the NWSL.
Paragon Marketing Group is managing the partnership for Coppertone.
“On the heels of the 2014 World Cup and looking back at how that event captivated the nation, as we look ahead to Canada and this year’s Women’s World Cup, clearly there is not a better time for a brand like Coppertone to align with the game,” said David Wright, senior vice president of global sponsorship for SUM.
