Monday, May 7, 2012

Soccer, a Way of Life for Hispanics, and now for 7UP, too

May 03, 2012 | by Patricial Odell

Brands tie to all kinds of kid’s sports activities, from sponsoring new playgrounds to funding sports equipment to providing nutritional information. It’s a feel-good-type of marketing that raises awareness for the brand within the community, and hopefully sales. The partnerships provide brands an opportunity to promote their products to key demographics—parents and their active kids—in high profile locations. In return, the community typically benefits from donations or other charitable efforts by the brand.

In the latest such partnership, 7UP has formed a deal with Alianza de Futbol, the premier Hispanic U.S. soccer-scouting program. A major component of the deal is 7UP’s launch of the SueƱo Alianza soccer tryout series designed to give up-and-coming soccer players the chance to fulfill their dreams of playing collegiate or professional soccer.

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