What:AT&T has extended its sponsorship agreement with Soccer United Marketing, the commercial arm of Major League Soccer (MLS). The telecom company will continue to sponsor not only MLS, but also the United States and Mexican national soccer teams.
Why it matters: The multi-property sponsorship is a multichannel approach with brand integration across broadcast, digital, video, content, in-stadium exposure, and on-site activation at key events.
Soccer United Marketing (SUM), Major League Soccer’s commercial arm, announced a multi-property sponsorship extension with AT&T. The agreement renews AT&T’s status as the Official Partner of Major League Soccer (MLS), U.S. Soccer and the Federación Mexicana de Fútbol (FMF), via the annual Mexican National Team U.S. Tour.
The multi-property sponsorship is a multichannel approach with brand integration across broadcast, digital, video, content, in-stadium exposure, and on-site activation at key events.
AT&T will become the presenting sponsor of MLS’ Decision Day, the final day of the regular season when every team plays at the exact same time. The result is the most intense and dramatic two hours of the MLS season as teams fight for playoff positions. This year’s Decision Day is Oct. 22. AT&T also has a strong presence across a number of promotional vehicles, including the AT&T Goal of the Week, Month, and Year voting platforms and The Movement presented by AT&T, an online MLSsoccer.com series that explores the growing soccer movement and culture in North America. AT&T has been a sponsor of MLS since 2009.
AT&T will continue as the official sponsor of the U.S. Men’s, Women’s and Youth National Teams. The sponsorship will provide AT&T with the opportunity to support the U.S. National Teams through the 2018 FIFA World Cup, the 2019 FIFA Women’s World Cup, and a wide variety of games and tournaments at every age level. AT&T will also continue as the presenting sponsor of friendly matches between the U.S. vs. Mexico played in the United States. AT&T has been a sponsor of U.S. Soccer since 2009.
The annual Mexican National Team U.S. Tour matches are among the most popular events in the sport. With millions of already established fans in the U.S., the Mexican National Team has been able to use the U.S. Tour matches as a way to prepare for important competitions like the FIFA World Cup and the CONCACAF Gold Cup. AT&T will continue as the title sponsor of the AT&T Fútbol Fiesta, the ultimate fan zone featuring interactive games, on-site product demonstrations, sponsor booths and autograph sessions. AT&T has been a sponsor of the Mexican National Team U.S. Tour since 2005.
F. Image: Rudy Calderon / MLSsoccer.com