August 22 – MLS’ Philadelphia Union has renewed their deal with kit sponsor Bimbo Bakeries. The Bimbo logo will continue to appear on the front of their official shirts for the next five years, in a deal worth $11 million.
This agreement is a reduction on the four-year long $12 million deal that initiated their partnership in 2011, due to Bimbo opting to not extend its league wide sponsorship package. This means that Philadelphia Union will not have to give a share of their sponsorship money to MLS headquarters, which will, according to the club’s Executive Vice President, result in a greater share of money for the club.
Bimbo Bakeries, the corporate arm of Mexico’s Grupo Bimbo, is the largest bakery company in the US, and have their headquarters in Pennsylvania, part of the Greater Philadelphia area.
The brand name, and its appearance on the front of the player’s shirts, caused some controversy when it was first adopted. There were accusations of sexist sentiment, which alienated some fans.
Senior Vice President of Bimbo Bakeries USA, Vincent Melchiorre, has dismissed these worries though by stating that their partnership has, “helped people understand who we are, what we do and how to pronounce our name [Beembo]”.
A continued initiative of the partnership is to focus on youth soccer, both on grassroots and national levels. Melchiorre stated, “One of the aims of this contract is for us to tie more closely with youth soccer leagues in major cities”.
Bimbo are a strong presence in North America, sponsoring eight professional teams in total: Philadelphia Union (US), Chivas Guadalajara (Mexico), Monterrey (Mexico), Club America (Mexico), Saprissa (Costa Rica), Isidro Metapan (El Salvador), San Francisco (Panama) and the Rochester Rhinos (US).
Philadelphia Union has been busy with sponsorship deals recently. This year they have secured three major marketing sponsors, Comcast Xfinity (taking over for Verizon in the wireless category) and SEPTA and Philadelphia Insurance Cos, and have renewed a further five; Herr’s, Coca-Cola Co., Chipotle, Dave & Buster’s and Novo Nordisk.
Things are looking good on the pitch as well, as they are set to host the U.S. Open Cup final on September 16. If they win it will be their first ever taste of silverware.
CEO and operating partner of Philadelphia Union, Nick Sakiewicz, said: “Words cannot describe how excited and honored we are to not only have a great brand on the front of the Philadelphia Union uniform, but also a unique marketing partnership with a company that shares our core values and vision about the growth of soccer in America”.
Melchiorre seemed equally pleased, saying: “It’s been a great partnership for us for the past four years, and we are looking forward to the next five. They are a tremendous organization to work with. They’ll do everything they can do to grow both businesses.
“Everyone at the Union, from Nick Sakiewicz, to the front office, to the coaches and players, support our efforts and value our partnership. That high level of support and trust made it an easy decision for us to continue our jersey sponsorship with the Union. During the coming years, the Union will work with us to strengthen the connection for consumers between Bimbo and several of our great brands.”
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