US home brands manufacturer the Clorox Company has reached an agreement with Soccer United Marketing to become an official partner of the US Soccer Federation and the Mexican Football Federation (FMF).
Under the deal with the commercial arm of Major League Soccer, Clorox will support the US men’s and women’s national teams through sales and marketing efforts highlighting its Clorox, Kingsford, Hidden Valley and Glad brands.
It will similarly back Mexico’s men’s team in the US through similar drives with the same collection of brand names, excluding Hidden Valley. The financial terms and length of the deals were undisclosed but they will both carry a particular focus towards this year's Fifa World Cup in Brazil, where both the USA and Mexico are set to compete.
Activations will be supported by in-store support from major retailers, while Kingsford charcoal and Glad waste bags will feature in a television advertising campaign. Additionally, Clorox will roll out consumer sweepstakes, in-store advertising, coupon offers and messaging at point of sale.
"Ahead of this year's events in Brazil, there has never been a better time to align with the sport of soccer," David Wright, senior vice-president of global sponsorship for Soccer United Marketing, said.