In the midst of their bid to return to the MLS Cup Playoffs, the Columbus Crew on Thursday made a landmark announcement that could have much more long-reaching effects on the club. The Crew have named Glidden, an ICI Paints brand, as the presenting partner of Ohio's Major League Soccer club.
Visible evidence of the partnership will be displayed prominently in the 2008 season, including (but not limited to) placement of the Glidden logo on the front of the game jerseys, warmups and all replica jerseys. The updated kits are expected to be available in retail establishments in January 2008.
"On behalf of the entire Crew organization, we are extremely pleased to welcome Glidden to our family of corporate and community partners," said Crew general manager Mark McCullers. "We value their support of the Crew, MLS and the sport of soccer, particularly in Ohio."
ICI Paints and Glidden, whose national headquarters are in Cleveland, have been national partners with Major League Soccer since 2005.
"We are thrilled to support MLS at both a national and now local level," said Carolyn Resar, Glidden's director of marketing. "Soccer, with its emphasis on both family and community, echoes Glidden's brand values."
This is the first season that MLS clubs have been allowed to sell advertising space on the front of their team jerseys. Common practice among professional clubs around the world, it can even make the jersey more instantly recognizable, because regardless of the color of the jersey the prominent logo on the front can give an instant clue to the identity of the team.
From a corporate standpoint, this partnership will offer Glidden an unprecedented opportunity for logo placement in front of a specific audience -- soccer fans. Jersey sponsors, at the top level, can virtually become synonymous with the club they represent.
"As Ohio-based organizations recognized as community leaders and supporters of youth throughout the sport of soccer, we shared a kindred spirit," said McCullers of the team's new presenting partner. "Glidden is a well-known, well-respected brand and we are proud that the Glidden brand mark will adorn the front of our jerseys."
The announcement makes Columbus the sixth club in MLS to sign a jersey sponsor, joining the LA Galaxy, Chivas USA, Real Salt Lake, Toronto FC and Houston.
Nathan Linton is a contributor to MLSnet.com. This story was not subject to the approval of Major League Soccer or its clubs.
