Major League Soccer & Kraft Foods agree to a multi-year partnership
NEW YORK (March 6, 2014) — Major League Soccer today announced a multi-year sponsorship deal with Capri Sun and Kraft Foods. Under the terms of the new agreement, Capri Sun becomes the official juice drink of MLS. Other participating Kraft brands include Kool-Aid, Country Time Lemonade and Tang, which will activate in stores nationwide.
Under the agreement, Capri Sun will harness MLS intellectual property to foster connections with soccer fans across the country, including several grassroots extensions like youth soccer clinics throughout the United States. Capri Sun will also utilize select MLS players as part of their ongoing Capri Sun Kids vs. Pros campaign, and will feature MLS players on-pack during the “back to school” timeframe.
“We’re so pleased to partner with a premier property like MLS whose values are consistent with our own,” said Greg Guidotti, Senior Director of Refreshment Beverages for Kraft Foods. “Soccer is the first sport that many of us play as kids, and the sport teaches us the importance of teamwork, being active and pushing your own physical boundaries. MLS has played a seminal role in the growth and popularity of soccer across the U.S. – and bringing soccer to the forefront of sport. Several of our beverages, specifically Capri Sun, are found on the ‘sidelines’ of so many soccer matches. It’s honestly a natural fit for us.”
"We are excited to welcome Kraft Beverages to the MLS family," said David Wright, senior vice president of global sponsorship for MLS. "MLS’ grassroots extensions have become an important component to the growth of the League and Kraft Beverages has elected to take a leadership position within that ever-growing space. We look forward to partnering with Kraft Beverages for many years to come."
ABOUT KRAFT FOODS GROUP
Kraft Foods Group, Inc. (NASDAQ: KRFT) is one of North America’s largest consumer packaged food and beverage companies, with annual revenues of more than $18 billion. With the spirit of a startup and the soul of a powerhouse, Kraft has an unrivaled portfolio of products in the beverages, cheese, refrigerated meals and grocery categories. Its iconic brands include Kraft, Maxwell House, Oscar Mayer, Philadelphia, Planters, Velveeta, Capri Sun, JELL-O and Lunchables. Kraft’s 23,000 employees in the U.S. and Canada have a passion for making the foods and beverages people love. Kraft Foods Group is a member of the Standard & Poor’s 500 and the NASDAQ-100 indices. For more information, visit www.kraftfoodsgroup.com and www.facebook.com/kraft.
ABOUT MAJOR LEAGUE SOCCER
Headquartered in New York City, Major League Soccer is the top-flight professional soccer league in the United States and Canada. MLS features many stars from the U.S., Canada, and around the world. Major League Soccer’s 19th season will feature 19 clubs each playing 34 regular-season matches. Those clubs include the Chicago Fire; Chivas USA; Colorado Rapids; Columbus Crew; D.C. United; FC Dallas; Houston Dynamo; Montreal Impact; New York Red Bulls; New England Revolution; Philadelphia Union; Portland Timbers; Real Salt Lake; San Jose Earthquakes; Seattle Sounders FC; 2013 MLS Cup Champion Sporting Kansas City; Toronto FC and Vancouver Whitecaps FC. Expansion teams New York City FC and Orlando City Soccer Club will begin play in 2015. For more information about MLS, log on to the league’s official website at www.MLSsoccer.com.