Major League Soccer and Wells Fargo agree to multi-year sponsorship
KANSAS CITY / NEW YORK / SAN FRANCISCO – (July 31, 2013) – Major League Soccer and Soccer United Marketing, MLS’ commercial arm, today announced a multi-year sponsorship deal with Wells Fargo (NYSE: WFC). Under terms of the new agreement, Wells Fargo becomes the exclusive retail banking and commercial lending sponsor of MLS. The announcement was made in advance of tonight’s 2013 AT&T MLS All-Star Game at Sporting Park in Kansas City, KS (9 p.m. ET, ESPN2, UniMas, TSN and RDS).
“With our coast-to-coast presence, the time is right for Wells Fargo to invest in a national sports marketing sponsorship that allows us a unique and ownable platform for engaging new and existing customers, increasing our overall brand consideration and continuing to support community initiatives in the markets where we have customers and team members,” said Jamie Moldafsky, Wells Fargo Chief Marketing Officer. “Soccer is a growing sport in the U.S., with a dedicated and passionate fan base, and Wells Fargo is proud to join fans across the country in our support of MLS and the sport of soccer.”
Under the agreement, Wells Fargo will use MLS intellectual property to establish an authentic connection with soccer fans across North America. The agreement also includes a number of media extensions including field level signage (fieldboards) during nationally televised MLS broadcasts, as well as national broadcast partner and MLS Digital Properties support. Wells Fargo will also extend their local market impact through a number of grassroots initiatives including being the co-presenting partner of MLS Futbolito, MLS’ national series of 4v4 amateur soccer tournaments.
In addition to the marketing opportunities, the deal allows Wells Fargo and MLS to work together on philanthropic programs, including the MLS WORKS Community MVP program. Wells Fargo becomes a presenting partner of the MLS WORKS Community MVP award – given to individuals who go above and beyond to make a difference in their community. One Community MVP is selected to represent each of the 19 MLS clubs. The Grand Prize winner will be presented with a donation from both Wells Fargo and MLS WORKS to their charity of choice during half time of tonight’s 2013 AT&T MLS All-Star Game.
"We are excited to welcome Wells Fargo to the MLS family," said Kathy Carter, President of Soccer United Marketing. "Soccer fans are passionate, loyal and community-oriented – qualities that Wells Fargo and their team members share and embody everyday as they seek to help their customers succeed financially. We look forward to partnering with Wells Fargo for many years to come."