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Allstate partners with Concacaf, extends MLS, FMF deals

US insurance company Allstate has agreed a new sponsorship deal with the Confederation of North, Central America and Caribbean Association Football (Concacaf) and extended existing partnerships with North America’s Major League Soccer and the Mexican Football Federation (FMF).

Allstate will serve as the official insurance sponsor of Concacaf under a multi-year deal. The agreement covers the organisation’s showpiece events such as the Gold Cup national team tournament and the Champions League club competition.

The company will also retain its position as the official home, auto, life and retirement insurance partner of MLS and the FMF. The new four-year deal will run until 2021.

Allstate will benefit from brand integration across television, digital, social media, public relations, in-stadium exposure and on-site activations at key events. The company will also launch a new national advertising campaign and develop a community-focused initiative in select cities.

"For years, Allstate has proved itself to be a committed partner in the development and growth of football across the US and throughout the region," Concacaf general secretary Philippe Moggio said.

"As Allstate continues to raise the bar on engaging fans and communities by harnessing the growing influence and passion inherent in the game, we are pleased to expand our connection with them across our championships."

The agreements were brokered by Soccer United Marketing, the commercial arm of MLS. Allstate has sponsored the Mexican national team since 2007, and first partnered with MLS in 2011.