Contact: Brook Bringham
Sr. Manager, Corporate Partnership
Real Salt Lake
John Kimball
Vice President of Business
Operations
Real Salt Lake
Team: Real Salt Lake
Program Title: XanGo Jersey-Front Sponsorship
Objective: Real Salt Lake was seeking a young, dynamic and visionary partner that supports wellness and good health and would fit well with a sports team.
XanGo's objective is to have their current and potential customers associate their brand with the international language of soccer.
Program Description:Real Salt Lake just signed a $4 million sponsorship deal with XanGo juice distributors, the first of it's kind in Major League Soccer in the U.S.
Beginning in the 2007 MLS season the XanGo name will be emblazoned across the Real Salt Lake's Adidas/MLS game jerseys. Although the New York Red Bulls have a logo on the front of their jersey due to the fact that they are named after their corporate owner, Red Bull, Real Salt Lake is the first team in major league U.S. professional sports to actually sell that jersey space.
XanGo will pay 4-5 million dollars for a four year deal with the team. The sponsorship deal includes featuring XanGo's logo, in capital block letters, across the chest of the game jersey, replacing the teams name.
The deal also includes stadium signage, promotional opportunities at the team's current venue, Rice-Eccles Stadium, as well as the team's sports and entertainment venue in Sandy, UT.
Each year, Real Salt Lake's international exhibition calendar will feature the XanGo Cup, featuring a game between Real Salt Lake and Real Madrid. The Sponsorship deal will include select Adidas/Real Salt Lake training gear and off-field gear that will continuaously help promote the XanGo/Real Salt Lake partnership.
In addition, Real Salt Lake realizes the potential to expand their market and increase brand awareness by partnering with XanGo. Real Salt Lake will have XanGo brand loyal fans cheering for the team in multiple other markets, making, as Dave Checketts, Real Salt Lake Owner says “every away game, a home game, thanks to XanGo!"
Media: The historic sponsorship deal was announced Friday, November 17 at the Salt Lake Palace Convention Center where XanGo President and CEO Aaron Garrity, Real Salt Lake Owner David W. Checketts and eight RSL players wearing the new XanGo branded jerseys gathered on stage at the "XanGo Revolution," the company's annual convention.
An official Press Conference with live satellite feed was conducted immediately after the convention . In addition, a press release was sent out November 16th, 2006; finding it’s way into publications like SI.COM, ESPN.COM, USA TODAY, MSNBC, Sports Business Journal, CNN, etc. Local print, radio, and TV picked up the story as well.
Partner: XanGo is a nutritional supplemental juice company. XanGo is the recognized creator and international market leader of nutritional supplement juice created from the mangosteen fruit of Southeast Asia. XanGo Juice harnesses the nutritional attributes of the whole mangosteen fruit through a proprietary formula. Based in Utah, XanGo is privately–owned and powered by a global network of independent distributors. XanGo’s expansive operations include the United States and numerous international markets such as Japan, Australia, New Zealand, Mexico and Canada.
The 4-year-old company markets its product through a network of 600,000 direct distributors in 14 countries.
Results: Having XanGo's name displayed on a prominent US soccer team's jersey is new to the United States but has worked very well around the world. Major League Soccer Commissioner Don Garber stated, "Major league soccer is thrilled to have XanGo as a valued partner. XanGo's commitment to Real Salt Lake and Major League Soccer represents a significant threshold in the continued growth and popularity of professional soccer in the U.S."
Looking Ahead: Real Salt Lake would like to extend the current four year deal to a seven to ten year deal. Discussions are taking place to possibly tie in XanGo with potential naming rights and/or founding partnership opportunities for the new 21,000 seat sports and entertainment stadium that will be ready for play in the summer of 2008.
XanGo distributors have expressed their interest, and willingness to make all Real Salt Lake AWAY games, feel like HOME games. Their brand loyalty is now bleeding over onto the RSL brand, and allows for a very dynamic presence at all away games. To support this, an additional 7,000 RSL jerseys have already been ordered from Adidas, the official jersey supplier of Major League Soccer. This is the largest single order for jerseys in MLS history.
Distributors in markets like New York, Los Angeles, Denver, and Columbus will wear their RSL/XANGO jerseys to these away games and cheer for their ‘new’ team, Real Salt Lake.
Other teams in the MLS are looking to follow in the footsteps of Real Salt Lake and having a corporate sponsor's logo on the front of their jerseys. Don Garber said, " Major League Soccer looks forward to other leading global brands aligning themselves so strongly with our teams and players."
|