Major League Soccer announced today that the League has selected DZP Marketing Communications as its new advertising agency. DZP Marketing Communications will be responsible for the creation and execution of a fully integrated multimedia marketing and advertising campaign celebrating the League's 10th season. The new season kicks off Saturday, April 2nd on ABC Sports as expansion club CD Chivas USA takes on defending MLS Cup Champion D.C. United at 3 p.m. ET.
Beginning April 2nd and slated to run throughout the 2005 season, the new campaign will feature some of the biggest stars in Major League Soccer, including Freddy Adu, Ramon Ramirez, and Clint Mathis.
DZP's image campaign for Major League Soccer will feature a series of television commercials across the broadcast partners at both the local and the national level; print executions and collateral material; grassroots elements; and strategic point-of sale displays in soccer specialty stores across the nation. Fans can get a sneak peek at the first television commercial on March 31st at the League's official website, www.MLSnet.com.
"Working with DZP allows us to create a truly integrated, comprehensive and flexible marketing campaign, "said Dan Courtemanche, Senior Vice President of Marketing & Communications for Major League Soccer. "With this campaign, we will be able to drive viewership and reinforce our own brand essence as never before."
DZP President John Barker said: "Major League Soccer is poised for strong growth in the U.S. This is an extraordinary opportunity. The level of play and competitiveness is world class, and it's a source of national pride that American soccer has reached this level. Furthermore, the demography of America is changing rapidly to soccer's advantage. Many Americans have emigrated from regions where soccer is nothing short of a religion, and youth soccer in America also continues to grow. We're thrilled that DZP has been chosen to help MLS drive viewership and attendance and develop a deeper, richer brand across America."
"This will be a thoroughly integrated campaign," added Courtemanche. "There's a considerable above-the-line effort, but we're also focused on guerrilla and youth marketing at the local level. There are over 14 million youth soccer participants in America, more than football and baseball combined. We want to reach out to those kids and families and establish a deep connection with MLS from the beginning."
DZP has previously partnered with Soccer United Marketing on SUM's InterLiga tournament and the Mexican National Team's U.S. tour.