US telecommunications company AT&T has renewed its sponsorship of North America’s Major League Soccer, the US Soccer national governing body, and the Mexican national team’s annual US tour.
Under the agreement, AT&T will remain as an official partner of MLS, US Soccer and the Mexican Football Federation (FMF) through the US tour.
The multi-property deals will include brand integration across broadcast, digital, video, content, in-stadium exposure and on-site activation at key events.
AT&T will also become the presenting sponsor of MLS’s Decision Day, the last day of the regular season when every team plays at the same time.
The company will also receive promotion through the AT&T Goal of the Week, Month and Year voting platforms, as well at The Movement presented by AT&T, an online series that explores the growth of football in North America.
AT&T has been a sponsor of MLS and US Soccer since 2009, while it first backed Mexico’s tour of the US in 2005.
"Soccer has tremendous global appeal and, as a long-time sponsor of MLS, we're seeing increased interest in North America, especially among young, diverse and tech-savvy fans," said Ryan Luckey, AT&T's assistant vice president of corporate sponsorships, according to Forbes magazine. "Soccer definitely hits the sweet spot for our brand and business."