TELECOMMUNICATIONS COMPANY AT&T is believed to have agreed a sponsorship renewal with Major League Soccer (MLS), US Soccer and the Mexican Football Federation.
Although financial details of the agreement have not been disclosed, American news sources are valuing the multi-year agreement as an eight-figure deal annually.
The deal sees AT&T remain as title sponsor of the annual MLS All-Star game, taking place this year on 31 July. AT&T has been title sponsor of the match since 2009.
AT&T will also be the presenting sponsor of the World Cup qualifier between the US national team and Mexico on 10 September.
The package of rights was sold collectively by Soccer United Marketing, which handles the commercial rights for the MLS as well as the US and Mexican national teams.
“We’ve recognised the growing passion for soccer in the US,” said Greg Skasko, director of sponsorships for AT&T.
“The engagement from our promotions has been very strong. It’s a multi-cultural fan base and really hits the 18-34 demographic.”
The deal was negotiated on behalf of AT&T by The Marketing Arm agency. AT&T’s activations at the MLS All-Star game and the US clash against Mexico will be managed by marketing agency Team Epic.
By Robin Jellis
Follow Robin on Twitter: @robinjellis