- February 14th, 2011
Allstate and Soccer United Marketing score with soccer sponsorships
NEW YORK (February 14, 2011) – Allstate today announced new sponsorship agreements with Soccer United Marketing (SUM) to become the Official Insurance Sponsor of Major League Soccer (MLS), U.S. Soccer and the U.S. Men and Women’s National Soccer Teams. The sponsorship also includes the four-year renewal with the Federación Mexicana de Fútbol (FMF – also known as the Mexican National Team) during its friendly matches on U.S. soil.
With more than 90 million soccer fans in the U.S. and growing popularity of the sport in participation and viewership, Allstate views the growth curve over the next four years leading up to the 2014 FIFA World Cup in Brazil as a prime opportunity to reach consumers who share the brand’s passion for the “Beautiful Game.”
“Allstate has a track record of helping fans get closer to the sports they love through our college football and Olympic sponsorships, and we look forward to joining with millions of passionate soccer fans out there by supporting the continued growth of the sport in the United States,” said Lisa Cochrane, vice president of marketing for Allstate. “Our message of ‘protection’ aligns very well with the sport and we are thrilled to have the opportunity to grow our involvement and support within the various soccer properties.”
In 2008, Allstate launched the “Protection is Our Game” (in Spanish, Protección es la jugada) campaign through a partnership with the FMF to reinforce the company’s commitment to protecting its customers. The campaign was supported with television commercials featuring fans as well as renowned FMF goalie, Memo Ochoa, in addition to online and social media components, such as a dedicated Web page at www.proteccioneslajugada.com.
In addition to the renewal of the FMF sponsorship, Allstate will receive category exclusivity for the next four years as the Official Insurance Sponsor of Major League Soccer and the league’s marquee assets, the AT&T MLS All-Star Game, and MLS Cup.
“We look forward to expanding upon our successful partnership with Allstate, a company that believes in the future of soccer in North America,” said Kathy Carter, president of Soccer United Marketing. “By expanding its relationship to include Major League Soccer and the U.S. National Teams, Allstate will be able to connect with the millions of passionate soccer fans who eat, sleep and breathe the Beautiful Game.”
One of Allstate’s promotional plans includes support of aspiring Hispanic athletes with opportunities to realize their dreams of becoming professional soccer players through Sueño MLS, a free tryout program in search of the best undiscovered Hispanic soccer talent. In 2010, more than 2,000 individuals from 39 states and 36 countries participated.
Allstate will also support grassroots programs such as Socio MLS and MLS Futbolito. Both programs provide Hispanics and their families with sport-specific benefits and once-in-a-lifetime experiences through meaningful connections with MLS.
In lending its support to the U.S. Soccer, Allstate will be the Official Insurance Sponsor of the Men’s National Team, the Women’s National Team, the Men’s Olympic Team and 11 Youth National Teams. Allstate supports the U.S. Women’s National Team, the world’s No. 1-ranked, as it competes in the 2011 FIFA Women’s World Cup.
About Allstate
The Allstate Corporation (NYSE: ALL) is the nation’s largest publicly held personal lines insurer. Widely known through the “You’re In Good Hands With Allstate®” slogan, Allstate is reinventing protection and retirement to help nearly 16 million households insure what they have today and better prepare for tomorrow. Consumers access Allstate insurance products (auto, home, life and retirement) and services through Allstate agencies, independent agencies, and Allstate exclusive financial representatives in the U.S. and Canada, as well as via www.allstate.com and 1-800 Allstate®.
About Soccer United Marketing
Founded in 2002, Soccer United Marketing (SUM) is the preeminent soccer business company in North America. SUM holds the exclusive rights to the most important soccer properties in the region, including: all commercial rights to Major League Soccer; the United States Soccer Federation; promotional and marketing rights to Mexican National Team games played in the United States; and the marketing and promotion of the CONCACAF Gold Cup™. Since 2008 SUM oversees a long-term partnership with La Liga’s historic club FC Barcelona, which includes tours of the legendary Spanish club. SUM also manages promotional and marketing rights in the United States for Mexico’s most popular sports team, Club Deportivo Guadalajara (Chivas).
In addition, SUM created SuperLiga and the Pan-Pacific Championship, international soccer tournaments featuring top clubs from MLS, Mexico and Asia. Since early 2009, SUM established MLS Digital Properties, formerly known as the SUM Digital Network, the only soccer advertising network of its kind, covering all facets of the sport in the U.S., which allows advertisers to reach millions of soccer fans via online advertising and sponsorship campaigns. These global properties are represented by SUM’s slogan: One Sport. One Company. ™ For more information, please visit www.SUMworld.com.