By Barry Janoff
March 22, 2012: Century 21 today will publicly unveil its alliance as the "official real estate company" of U.S. Soccer, which includes the Men’s, Women’s and Youth National Teams.
Financial terms of the deal were not disclosed.
The alliance was shared internally earlier this month by Century 21 CMO Bev Thorne during the Century 21 Global Conference in New Orleans. Thone was accompanied during the announcement by U.S. soccer veterans Cobi Jones and Alexi Lalas.
The partnership launches during the CONCACAF 2012 Summer Olympics qualifying tournament with a game tonight (March 22) between the U.S. Men's National Team and the Cuban National Team. The game will air live from LP Field in Nashville on the NBC Sports Network.
The U.S. team will then face Canada on March 24.
The CONCACAF tournament runs through April 2, with two finalists qualifying for the 2012 Olympics in London. During the tournament, Century 21 will serve as the sponsor of the halftime shows and run TV spots from its "Smarter. Bolder. Faster" campaign, which broke in February during Super Bowl XLVI and included appearances by Donald Trump, Apolo Ohno and Deion Sanders.
Future spots will air on NBC, NBC Sports, NBC Universal, ESPN and ESPN2, as well as during the 2012 Olympic Games on the NBC networks. Century 21 will also receive field signage during select matches and print ads in the Men’s and Women’s National Team programs.
The U.S. Women’s Soccer team has already qualified for the Olympic Games in London.
"As the most recognized, global brand in real estate, we are excited to sponsor one of the world’s most popular sports."
Other U.S. Soccer partners include Panasonic, Visa, PepsiCo's Gatorade, Nike, Allstate, Anheuser-Busch and AT&T.
"We are thrilled to announce Century 21 is the official real estate company of U.S. Soccer," the company wrote on its Facebook page. "As the most recognized, global brand in real estate, we are excited to sponsor one of the world’s most popular sports."