Wednesday, February 16, 2011
Allstate And Soccer United Marketing Score With Soccer Sponsorships
With more than 90 million soccer fans in the U.S. and growing popularity of the sport in participation and viewership, Allstate views the growth curve over the next four years leading up to the 2014 FIFA World Cup in Brazil as a prime opportunity to reach consumers who share the brand’s passion for the "Beautiful Game."
"Allstate has a track record of helping fans get closer to the sports they love through our college football and Olympic sponsorships, and we look forward to joining with millions of passionate soccer fans out there by supporting the continued growth of the sport in the United States," said Lisa Cochrane, vice president of marketing for Allstate. "Our message of ‘protection’ aligns very well with the sport and we are thrilled to have the opportunity to grow our involvement and support within the various soccer properties."
In 2008, Allstate launched the "Protection is Our Game" (in Spanish, Protección es la jugada) campaign through a partnership with the FMF to reinforce the company’s commitment to protecting its customers. The campaign was supported with television commercials featuring fans as well as renowned FMF goalie, Memo Ochoa, in addition to online and social media components, such as a dedicated Web page at http://www.proteccioneslajugada.com/.
In addition to the renewal of the FMF sponsorship, Allstate will receive category exclusivity for the next four years as the Official Insurance Sponsor of Major League Soccer and the league’s marquee assets, the AT&T MLS All-Star Game, and MLS Cup.
"We look forward to expanding upon our successful partnership with Allstate, a company that believes in the future of soccer in North America," said Kathy Carter, president of Soccer United Marketing. "By expanding its relationship to include Major League Soccer and the U.S. National Teams, Allstate will be able to connect with the millions of passionate soccer fans who eat, sleep and breathe the Beautiful Game."
One of Allstate’s promotional plans includes support of aspiring Hispanic athletes with opportunities to realize their dreams of becoming professional soccer players through Sueño MLS, a free tryout program in search of the best undiscovered Hispanic soccer talent. In 2010, more than 2,000 individuals from 39 states and 36 countries participated.
Allstate will also support grassroots programs such as Socio MLS and MLS Futbolito. Both programs provide Hispanics and their families with sport-specific benefits and once-in-a-lifetime experiences through meaningful connections with MLS.
In lending its support to the U.S. Soccer, Allstate will be the Official Insurance Sponsor of the Men’s National Team, the Women’s National Team, the Men’s Olympic Team and 11 Youth National Teams. Allstate supports the U.S. Women’s National Team, the world’s No. 1-ranked, as it competes in the 2011 FIFA Women’s World Cup.
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