By Barry Janoff
February 27, 2014: With the FIFA World Cup coming this June and Major League Soccer starting its season in March, the Clorox Company has signed a deal with Soccer United Marketing, the commercial arm of MLS,to become an official partner of the U.S. Soccer Federation and the Federacion Mexicana de Futbol (Mexican National Team).
Financial terms were not disclosed.
Clorox said it would support the U.S. Men's and Women's National Teams through sales and marketing efforts highlighting the company's Clorox, Kingsford, Hidden Valley and Glad brands.
Clorox will support the Mexican Men's Team in the U.S. through similar efforts involving the Clorox, Kingsford and Glad brands.
Ahead of this year's events in Brazil, there has never been a better time to align with the sport of soccer," David Wright, svp-global sponsorship for Soccer United Marketing, said in a statement. "We're excited that the family of Clorox products is now a member of our soccer family."
Clorox' marketing platform will include TV for Kingsford charcoal and Glad trash bags; custom packaging; a consumer sweepstakes dangling a top prize of $25,000; POP and in-store support from major retailers.
"With soccer's legions of followers around the world, we hope this partnership will enable us to build awareness of our brands with the sport's fan base."
"Our company's affiliation with the sport of soccer is a natural fit for us because we share a strong appeal among families," Benno Dorer, evp/COO for Clorox Cleaning, International and Corporate Strategy., said in a statement "With soccer's legions of followers from around the world — myself included — we hope this partnership will enable us to build awareness of our brands with the sport's hugely loyal, enthusiastic and diverse fan base."
Other USSF marketing partners include Allstate, AT&T, Anheuser-Busch (Budweiser), Castrol, Century 21, Chevrolet, Continental Tire, Degree, Gatorade, Marriott, McDonald's, Nike, Panasonic, Pepsi and Visa.
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