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Allstate Takes Next Step in Latino Soccer Engagement

Allstate continues its support of Latino sports and culture with title sponsorship of Alianza de Futbol's "Sueño Alianza" program.


What: Allstate continues its support of Latino sports and culture with title sponsorship of Alianza de Futbol’s “Sueño Alianza” program.
Why it matters: Allstate has put a strong foot forward in engaging with the loyal Latino community, particularly among youth.

There are not many major brands who have embraced the Latino culture around sport more than Allstate (@Allstate). Through soccer, that engagement will continue to grow.

Case in point was the company’s expansion into the youth soccer market, not only finding a new entry level into high school soccer with the Allstate All America Cup, but also much deeper into the commitment of cultivating Latino youth through a new title sponsorship with Brad Rothenberg’s co-founded and massively successful youth soccer platform, Alianza de Futbol (@alianzadefutbol). Over the past decade, his organization has held more than 300 events across the country for young players and has sent dozens of them to club teams in Mexico.

The brand signed on as the title sponsor of Alianza de Futbol’s “Sueño Alianza” program, which provides an opportunity for young Latino soccer players across the country to be scouted by professional clubs for a shot at soccer stardom. Jonathan Gonzalez, who was found by his current club, Monterrey, at the 2013 Allstate Sueño Alianza National Showcase, will serve as the spokesman for the program.

Allstate was previously Alianza de Futbol’s official insurance sponsor and a sponsor of the Mexican federation in its activities in the United States.

“It’s great to see brands understand the power of grassroots marketing in soccer, and to see Allstate continue to put dollars and promotion behind this platform puts them in the driver’s seat for engaging with a group that is so brand loyal, the Latino consumer,” said Chris Lencheski, longtime sports marketer and professor at Columbia University. “Grassroots marketing is not always easy, but it is the best way to make sure you are reaching families where they live and work, and by doing these programs Allstate is building consumers for life.”

The Alianza de Futbol announcement was part of Allstate high school launch program, to recognize the nation’s top high school juniors and bring them together for an Allstate All-America Cup to be held at the 2019 MLS All-Star Game and televised on ESPNU. In all, 125 male and 125 female players will be named Allstate All-Americans, and of them 40 males and 40 females will be selected to play in the Allstate All-America Cup. The players will be honored at halftime of the 2019 MLS All-Star Game.

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“For more than a decade, Allstate has taken great pride in its commitment to the soccer community, always with the goal of providing superior protection to the fans and the sport they love.” said Pam Hollander, Allstate’s Vice President of Consumer Marketing in a statement. “The Allstate All-America program was designed to shine a spotlight on the student-athletes who represent the best of more than 800,000 high school soccer players in America. It extends Allstate’s commitment to soccer in the U.S. that started when we became the official insurance partner of Major League Soccer in 2011.”

So while many brands still look for answers coming out of the successful efforts to market to Latinos following the World Cup, Allstate has doubled down in identifying the next stars, and with that identification comes families and great stories. That type of engagement is, as another soccer sponsor likes to say, “Priceless.”


Cover image: credit Alianza de Futbol

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