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designated players
xango is the benchmark
I didn’t really pay this much mind, but a drink company called Xango is the first company to take up the MLS on its open letter allowing for jersey sponsors. I was under the impression that Red Bull was the first to do this, but due to the fact that they own the team in New York, I guess that doesn’t count as pure advertising or sponsorship. That’s why this move is being billed as HISTORICAL. So be it. My point here - and the reason I decided to post something - is that we just got another benchmark on which to judge the success of MLS.
How? Well, we now have Xango juice on a jersey, as opposed to say Emirates Airlines or Newcastle Beer. Xango stock isn’t exactly on an even playing field, but for that matter, neither is MLS. So if you need to manufacture some excitement around MLS, look no further than the jerseys. As go the advertisers, so goes MLS. baby steps.
john badley
on Nov 21st, 2006 - 2:28pm
everyone had to know this was coming. but i do think it is funny how poor companies are going to come in first. it will be interesting to see what comes next. I’m hoping for Pampers. what would you like to see on a jersey?
Dan
on Nov 21st, 2006 - 2:31pm
I’d love to see some shitty company like Nike sponsor a jersey–that would be so sad.
pete
on Nov 21st, 2006 - 3:55pm
good one dan. Nike sponsor on an Adidas jersey. do you even follow MLS? i’m guessing you’re the kind of guy who never wears a label and probably only wears clothes made of hemp by well-paid hippies. once you grow up, your idealistic wants will be replaced by your realistic needs, just like MLS.
I could care less who wears what. Only Barca gets points for wearing Unicef.
Shaj
on Nov 21st, 2006 - 5:20pm
The jerseys look better with the Xango logo on it.
Whats really surprising and awesome at the same time is that they paid $4-5 million per season I believe!
Ric
on Nov 21st, 2006 - 6:40pm
I think the deal is for 4 or so years at about 1 mil per year (that’s where that 4-5 million dollar tag comes from).
Still, a few things to remember. First, RSL just got someone to give them a mil a year because they think its good business to advertise on their jersey. And that mil a year can bring greater solvency to a newer team in the league (heck, that pays half their current roster. Or could go to new talent or to develop their youth system). If a team that missed the playoffs the last two years can get a mil a year, what could a DC United or Chicago Fire get?
Further, in terms of what sponsors support MLS, let’s wait a while to criticize the companies and their size. Remember, this is a team that doesnt win that much. Would we change our mind if big companies come out and start sponsoring our shirts?
Or what happens if a big company like, I dont know, Toyota, decides to put their name on one of our stadiums? Oh wait…
And, let’s remember, not every team in the big leagues has an internationally known megacorp to be its shirt sponsor. Look at some of the sponsors of EPL shirts. Bet24, anyone?
pete
on Nov 21st, 2006 - 7:38pm
lesser teams get lesser sponsors, no doubt. that’s capitalism, or something like that. but adam has a point here, or at least what I think he is alluding to, in that watching the sponsors in MLS change will in a way mark the growth of the league, both as something fans/customers want to watch/buy and companies have confidence in. I hear a lot about MLS being on a budget, and advertising like RSL’s jersey is going to help that budget… until we get to a point when we’re not talking about it.
jill
on Nov 21st, 2006 - 8:30pm
xango?? almost like xanga the blog. probably the one thing about this sponser is that at least its not a giant green sticker on the back screaming “we know it doesn’t match the awesome dc united uniform but we’re going to put our sierra mist here anyway just cuz we can.” Who designs these uniforms anyway??
ManU has a nice simple AIG, chelsea samsung, not liking real madrid’s bankrupt BenQ, and yea, agree that barca gets props for unicef.
dan
on Jan 26th, 2007 - 9:58pm
just did some research, guess Xango isn’t some “small company” after all.
Ted
on Jan 29th, 2007 - 1:21pm
I was so syked when I saw this blog. I wasn’t a big soccer fan until my company signed on for corporate sponsorship with Real SLC soccer team.
Oh yeah and Dan we aren’t so small… We are growing faster then Yahoo and Pixar, you know Steve Jobs other company.
Any way I can’t wait for XanGo to be splashed all over the airwaves thanks to the recent signing of Beckhem to LA.
Thanks Adam for starting this blog.
Scott
on Mar 17th, 2007 - 12:44pm
Xango is a massive company, they’re gonna break $1 billion in sales by their 6th year which will make them the fastest company in the history of the world to reach that mark.
The MLS is about to expand as quickly as this juice market has… with LA’s signing of Beckham and the trade of Freddy Adu to Salt Lake, both the American soccer market and the notoriety of this company are going to blow up. I can’t wait to get my Xango jersey and get out to some games.
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