Major League Soccer has announced a multi-year sponsorship deal with juice drink brand Capri Sun and US food conglomerate Kraft Foods.
Under the agreement, the financial terms of which were undisclosed, Capri Sun – owned by German company Wild but distributed in the US by Kraft – becomes the official juice drink of the North American league.
Other participating Kraft brands include Kool-Aid, Country Time Lemonade and Tang, with all products set to benefit from nationwide in-store activations.
Capri Sun will partner with the MLS on youth and grassroots initiatives, such as youth soccer clinics. MLS players will appear as part of Capri Sun’s “Kids vs Pros” advertising campaign and feature on-pack as part of its back-to-school promotions.