Sounders $100 million Sponsorship Possibility


An update on a previous story we did about the upcoming expiring sponsorship deal between the Seattle Sounders and Microsoft- Xbox.

There have been some major signings in the world of sport sponsorships. Two of them having a major impact on the potential Sounders sponsor moving into 2014. Emirates airline has recently signed a 5 year deal with Formula 1 for roughly $191 million. It has aslo signed a multi year deal with Paris St. Germaine who recently signed perennial star David Beckam. While Emirates is trying to spread its wings on a global stage and drive more brand recognition, it still does not have a large foothold in the U.S. This could be good and bad for the Sounders. These moves indicate the company is willing to extend its sports footprint and could mean a deal with team is coming in the next year as it would be a good fit for the team and the company. Emirates Airlines has recently started daily flights out of Seattle, which is a major entry point for world travelers from the middle east and pacific rim.

Here is a look at some other companies who could have the potential of making a major play for the Sounders Sponsorships and why they make Sense.

Mastercard

Mastercard is none to happy about losing its stranglehold as the World Cup Financial Services partner to its bitter rival VISA, but recently signed on with the Saudi Premier League. Mastercard makes legitimate business sense but not logical sense. It has no major ties with the local Seattle area and would be seen as strictly a money grab move by the Sounders.

VISA

Visa is the official financial services partner of the FIFA World Cup, after outbidding rival Mastercard for FIFA’s favor by paying a reported $150m for the 2010 and 2014 tournaments. It Does not currently sponsor one specific team and a major team like the L.A. Galaxy, NY Redbulls, or Seattle Sounders could be the entry point VISA needs to increase its presence in the U.S. soccer world leading into the 2014 World Cup.

Carlsberg

The Danish beer brewer specializes in long-term shirt sponsorship. Carlsberg’s name was on every Liverpool shirt from 1992 to 2010 (but no more) and has adorned FC Copenhagen’s shirts since 1999. Carlsberg is also a long-term sponsor of the UEFA European Championship, from Euro ’88 until at least Euro 2012. While they do not have a major foothold in the US soccer environment , it is an emerging market and I would expect a company like Carlsberg to make a play for the most recognizable color in MLS.

Mastercard

MasterCard is none-too happy about losing its stranglehold as the World Cup Financial Services partner to its bitter rival VISA, but recently signed on with the Saudi Premier League. MasterCard makes legitimate business sense but not logical sense. It has no major ties with the local Seattle area and would be seen as strictly a money grab move by the Sounders.

With major deals like the LA Galaxy some industry experts have discussed the estimated deal with the Sounders to bring in $7-10 million per year. This could be a major boon for a league leader in attendance and popularity. This could translate into a 10 year-$100 million deal. We can only hope.

Tags: 2013 2014 Mls Seattle Sounders Sponsorships Sounders Money Sponsorship

  • http://vollsports.wordpress.com Patrick Vollert

    MLS sponsorship packages have been increasing in the past years. We have to accept that MLS soccer have reached a strong globalization level and we can see it the overall league structure.

    If the Sounders are the league’ leader in attendance and popularity there is not much time left before they get a major sponsorship deal. However, a $100 million deal doesn’t seem realistic… it is not common for big multinationals to agree a 10 year deal, it’s simply to much of a risk.

    • Brian Stern

      True. But even a 5-7 year deal would boost not only the sounders but the entire league. It’s the same thing that is happening with the NBA. You sell one team for 1.5 – 2 x what they are worth and everyone’s value goes up. Same would be said for a sponsorship deal. 5 years 60- 70 million is very realistic.