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May 29, 2012
SOCCER BUSINESS
More American flavor for Liverpool
By Charles Cuttone
Executive Editor
Liverpool's Boston-based owners have continued the Americanization of the business side of the team, with two recent appointments.
Billy Hogan has been named Chief Commercial Officer. In this position, Hogan will work closely with Liverpool Managing Director Ian Ayre and be responsible for all club-controlled revenue and business development, including sponsorships, ticketing and hospitality, retail and merchandise, club memberships, club tours and friendlies, as well as Liverpool FC's Soccer Schools.
Hogan has served as Managing Director for Fenway Sports Management, with responsibility for the company's day-to-day business operations and strategic growth. FSM is the global sponsorship sales arm of Fenway Sports Group, whose properties include Liverpool Football Club, the Boston Red Sox, New England Sports Network and Roush Fenway Racing.
Hogan has been with Fenway Sports Groups since 2004, and was the company's first official hire. He was responsible for conceiving and executing the soccer match at Boston's Fenway Park featuring perennial Scottish Premier League contender Celtic FC and the Sporting Clube de Portugal, and played a key role in Liverpool's kit deal with Warrior Sports, as well as in planning the team's upcoming North America summer tour.
In addition to Hogan, Jen Chang is joining the club as Corporate Relations and Communications Director. Chang joins Liverpool from Sports Illustrated, where he was the Senior Editor for soccer-related content at SI.com in New York. Previously at ESPN, he was responsible for the day-to-day content and strategic direction of ESPN.com's soccer section.
New Flavors for Galaxy
The LA Galaxy has reached a new and exclusive partnership with Shasta Beverages, Inc., with Shasta® kicking off the relationship as the club’s official soft drink. Shasta is title sponsor of the Galaxy’s soccer-tricks team, the Galaxy Futboleros, and will be featured on the field at all Galaxy home games and various events.
The partnership also includes a comprehensive, multi-channel digital initiative for Shasta that will be communicated online, at the stadium and at sampling events, as well through Shasta packaging and in-store Shasta displays. The digital campaign features an original Facebook application, Shasta-branded mobile ‘SnapTags’, and FlavorStyle Trick videos performed by the Galaxy Futboleros. The Facebook application will allow fans to upload videos of themselves performing their favorite FlavorStyle soccer tricks. Monthly winners will be chosen by Galaxy players to receive a variety of Galaxy and Shasta prizes. Winners will also have their videos displayed online and on the DiamondVision jumbo screen at Galaxy home games. At the end of the season, the Galaxy Futboleros will select one of the monthly winners as a grand-prize winner to receive $1,000 and a six-month supply of Shasta.
The shirt on their backs
The Baltimore Bohemians of the Premier Development League have partnered with adidas to outfit the club during their inaugural season. Adidas will be the exclusive equipment partner for the team, providing gear for both games and training. The team will wear the iconic brand during both games and training. Besides the team’s distinctive home jersey, all other team apparel will come courtesy of adidas.
Meanwhile, the Worcester Hydra has cut a deal with PUMA to supply it with uniforms and other gear.
QUICK KICKS
Chris Keeney has been named the United Soccer League's Southwest Regional Representative and A3 Sports Consulting recognized as an Official League Consultant. A3 will advise league management and staff on team services and revenue generation issues and also conduct revenue generation seminars at USL events for the benefit of member teams.
IMMCO Diagnostics has become the jersey front sponsor for the Western New York Flash's 2012 season. The Buffalo-based company conducts research to find a solution to autoimmune diseases.
Global Premier Soccer has announced a partnership agreement with Korrio that will see the youth sports automation platform implemented across all of its franchise locations. Korrio is an online management tool offering administrators, coaches, players and families a solution for managing all aspects of club and team operations.
The Houston Dynamo and Statoil have reached a long-term sponsorship agreement that will make Statoil a founding partner of BBVA Compass Stadium and the official oil and gas partner of the Houston Dynamo. As part of the partnership, Statoil will host an Oil and Gas Technology HUB at BBVA Compass Stadium. Furthermore, the northeast entrance of BBVA Compass Stadium is named the Statoil Gate.
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