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Charles Cuttone

SOCCER BUSINESS

January 22, 2014
SOCCER BUSINESS
Pepsi builds a super team
By Charles Cuttone
Executive Editor

Pepsi has recruited a global all-star team for its new promotional campaign.
Pepsi has recruited a global all-star team for its new promotional campaign.
photo courtesy PepsiCo
Pepsi Cola has put together a global all-star team to promote its brand, a lineup that would be the envy of any free-spending European club—if it was a lineup that were to actually take the field.

Seattle Sounders FC and U.S. National Team midfielder Clint Dempsey is one of 19 players revealed as part of Pepsi’s Global Super Team for 2014. Dempsey is joined by elite players including Argentina’s Lionel Messi and Sergio Agüero, Brazil’s David Luiz, Spain’s Sergio Ramos, and The Netherland’s Robin van Persie.

Also included in the program are England midfielder Jack Wilshere, Juan Guillermo Cuadrado (Colombia), Tarik Elyounoussi (Norway), Maynor Figueroa (Honduras), Mario Gomez (Germany), Vincent Kompany (Belgium), Kemar Lawrence (Jamaica), Victor Moses (Nigeria), Peter Osaze Odemwingie (Nigeria), Oribe Peralta (Mexico), Andriy Pyatov (Ukraine), Mohamed Salah (Egypt) and Gylfi Por Sigurðsson (Iceland).

The players will star in Pepsi’s global television commercial released later in the year, and a selection of the players also wil be featured on limited edition, packaging and point of sale across the globe. Special commemorative packaging featuring the global Pepsi players will start appearing in market in March, while integrations with music, art, digital, interactive experiences and additional special products will be unveiled throughout the year.

Chocolate Milk and Donuts
Nestle’ Nesquick has become the official “Chocolate Milk” and “Post Game” drink of US Youth Soccer.

The new partnership hopes to highlight the benefits of drinking Nesquick after games and practices. Samples of Nesquick beverages will be available on-site at select events and tournaments.

Dunkin’ Brands Group, Inc. has entered a multiyear partnership with Liverpool Football Club.

“ Dunkin’ Donuts will be our official coffee, tea and bakery provider, and Baskin-Robbins will be our official ice cream provider. We welcome both to the LFC family,” said Billy Hogan, Chief Commercial Officer for Liverpool FC.

Dunkin Brands, which has more than 11,000 retail locations, hopes to use the partnership to further its expansion globally, especially in the UK and Asia.

Pele joins Emirates
Emirates Airline, an Official FIFA Worldwide Partner, has made Pelé one of its Global Ambassadors.

This is the second time the airline has worked with a Global Ambassador to complement its FIFA World Cup campaign, the first being Franz Beckenbauer during the 2006 tournament in Germany.

Emirates also is linked to Pelé through the airline’s sponsorship of the New York Cosmos, its first American soccer partnership. Emirates has been a FIFA partner since 2006.

USL PRO on You Tube
Every USL PRO regular season and playoff game will stream live on YouTube starting in 2014 via team channels. Live games and on-demand content will be available for free on each team’s YouTube channel, with archived games available shortly after each game’s completion.

The USL PRO YouTube channel will showcase all of the archived and on-demand content produced by each team, including the USL PRO Goal of the Week as well as USL PRO Weekly, an audio podcast that will uncover the personalities behind the league.

Visa re-ups with FIFA
Visa has extended its global partnership with FIFA, giving the company product category exclusivity for the 2018 World Cup in Russia and the 2022 World Cup in Qatar, as well as more than 40 other FIFA events over the next eight years.

Visa initially signed up as a FIFA Partner in 2007, grabbing those rights from MasterCard in a contentious battle that wound up with FIFA being sued by its former partner.

Visa is the fifth of FIFA’s Commercial Affiliates to have committed to both the 2018 and 2022 FIFA World Cups™, following adidas, Coca-Cola, Hyundai-Kia and Anheuser-Busch InBev.

New ball for NPSL
The National Premier Soccer League has reached a three year agreement making Mitre its official match ball sponsor.
The world’s oldest manufacturer of soccer balls, Mitre will be a Presenting Sponsor of the NPSL’s national playoffs.

The Guard re-enlists
The Army National Guard has renewed it partnership with US Youth Soccer, making it the "The Official Military Branch” of the organization.

The National Guard will again be the presenting sponsor of the US Youth Soccer National Championships
July 22-27 in Germantown, Md. and will also be the title sponsor of the "Best 11," awarded to each age group at the National Championships. As part of the partnership, the National Guard will continue to sponsor no cost clinics around the country, conducted by college coaches .
   
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