Special to NYSportsJournalism.com
March 7, 2014: Major League Soccer has signed its second major alliance during the days before the start of the 2014 season this weekend, unveiling a multi-year sponsorship with Capri Sun and Kraft Foods.
Under the terms of the new agreement, Capri Sun becomes the official juice drink of MLS. Other participating Kraft brands include Kool-Aid, Country Time Lemonade and Tang, which will activate in stores nationwide.
Financial terms were not disclosed.
MLS this week also signed an alliance with Chipotle as the official fast-casual restaurant of the league. In addition, the league unveiled a brand campaign for the 2014 season, "For Club and Country," to air across all national and regional media partners.
The alliance with MLS will enable Capri Sun to support and build on its soccer platforms, with a focus on youth soccer and clinics. Marketing will include Internet, social media and POP, where MLS players will appear on-pack during the “back to school” time frame.
In addition, Capri Sun said it would enlist MLS players as part of its Capri Sun Kids vs. Pros campaign, in which kids challenge athletes in on-line games in their respective sport. Athletes in the campaign include John Cena (WWE), Stephen Curry (NBA), Gabby Douglas (gymnastics) and David Ortiz (MLB).
"Several of our beverages, specifically Capri Sun, are found on the ‘sidelines’ of so many soccer matches. It’s honestly a natural fit for us.”
“MLS has played a seminal role in the growth and popularity of soccer across the U.S. – and bringing soccer to the forefront of sport," Greg Guidotti, senior director of refreshment beverages for Kraft Foods, said in a statement. "Several of our beverages, specifically Capri Sun, are found on the ‘sidelines’ of so many soccer matches. It’s honestly a natural fit for us.”
According to David Wright, svp-global sponsorship for MLS, "MLS’ grassroots extensions have become an important component to the growth of the league, and Kraft Beverages has elected to take a leadership position within that ever-growing space. We look forward to partnering with Kraft Beverages for many years to come."
Other MLS marketing partners include adidas, Allstate, AT&T, Anhueser-Busch (Budweiser), Gatorade, The Home Depot, Xbox One, Wells Fargo, Panasonic, Pepsi, Red Bull, Visa and Volkswagen.
MLS Spices Up Marketing Roster, Fan Activation With Chipolte Alliance
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