Major League Soccer team New York Red Bulls has secured a multi-year marketing partnership with Japanese heavy equipment manufacturer Yanmar.
The terms of the deal were not disclosed, although the NJ Biz website has reported it as a seven-figure contract which will be the largest commercial agreement in the franchise’s history.
Yanmar’s logo will feature on the sleeves of New York Red Bulls’ training kit and on permanent signage at its Red Bull Arena.
It takes on the designations of official agricultural machinery provider, marine provider, diesel engine provider and utility vehicle provider to the Red Bulls.
Additionally, Yanmar will benefit from a digital and broadcast presence in association with the team and access to luxury suites at home games.
Since the team’s acquisition by Red Bull in 2006, the energy drinks giant has held the only branding on the club’s equipment. Marc de Grandpre, the club’s general manager, told NJ Biz that the new deal is “landmark not only for us, but for the MLS,” pointing to Yanmar’s partnership with Manchester United of the English Premier League.
“To us, that was a big statement as to what we represent,” De Grandpre added. “And I think it comes down to the infrastructure we have here, what we have at our training facility and the reach we have.”