Industry News

ICI Paints Enters Partnership Agreement With Major League Soccer

Published on 2006-05-09. Author : SpecialChem

CLEVELAND, -- ICI Paints, an international leader in the distribution and manufacture of high-quality paints including Glidden and Ralph Lauren, announced that it has agreed to become an official corporate partner of Major League Soccer.

This partnership demonstrates the company's commitment to the growing popularity of soccer within the U.S., and expects it to make an impression with their professional and DIY customers.

"This initiative provides us with tremendous opportunities to promote ICI Paints as the paint manufacturer of choice to professional contractors around the country," said Geoff Belz, marketing director for ICI Paints.

Carolyn Resar, marketing director for the Glidden brand, added, "ICI Paints chose this partnership because of soccer's increasing appeal to a wide range of consumers, from the growing Hispanic consumer base, to 'soccer moms,' who make many of the home remodeling decisions."

Under terms of the agreement, ICI Paints will receive a designation as an "Official corporate partner of Major League Soccer" and the company's Glidden brand will become the "Official paint of Major League Soccer." ICI Paints' involvement with soccer brings the opportunity to create millions of impressions in 2006 through network TV and cable exposure, as well as event advertising.

MLS events run from April through November. Twelve teams play in 11 U.S. markets, with nationally broadcasted weekly matches. Local market broadcasts are in English and Spanish (by market). More than 200 matches are seen by three million spectators per season, during the regular season, playoffs, the Sierra Mist MLS All-Star Game, and MLS Cup.

Through the partnership, ICI Paints and its Glidden brand will leverage in-stadium advertising opportunities such as:

  • PA announcements at every MLS event
  • Video board commercial at every MLS event
  • MLS Free Kick (game day program) advertisement for every MLS game (1.6M print impressions)
  • On-site sampling and promotional opportunities, including a booth at key events
  • Event hospitality functions
  • Pool tickets to be used throughout the season
  • MLS player appearances
  • MLS Clinics (200 people per clinic with MLS-provided personalities, coaches, and equipment).

Major League Soccer Futbolito™

As part of this partnership, ICI Paints will participate in MLS' Futbolito™ event, MLS' official amateur soccer tournament. This 4-v-4 national tournament is a grassroots program targeting the League's Hispanic fan base. The event is an all-day family festival featuring competitive adult and children's soccer, music, food, and MLS player appearances.

This year, the tournaments are being held in 16 cities around the U.S. Most events tie to a local MLS club. Up to 175 teams (seven people per team) play in the all-day tournament, where cash prizes of up to $3,000 are awarded.

ICI Paints/Glidden will feature a booth at every event, offering brochures, samples, and children's activities. The ICI Paints and Glidden logos will also appear on players' shirts and signage all around the venue.

Many ICI Paints professional customers from the Hispanic community play soccer on the weekends. Through ICI Paints stores and events such as ProShows, ICI Paints will identify four potential teams to sponsor in each of the 16 Futbolito markets. Players on the winning team in each market will receive prizes valued at $100 apiece.

"This sponsorship is a great way to show our Hispanic customers that we understand their love for the game and that we support soccer," says Ed Reyes, multicultural business development specialist for ICI Paints.

About ICI Paints

ICI Paints is part of the ICI Group (NYSE: ICI - News), one of the world's largest producers of specialty products and paints. ICI Paints worldwide has 49 manufacturing sites in 25 countries and more than 15,000 employees. Headquartered near Cleveland, ICI Paints' North American operations produce decorative coatings brands such as Glidden, Dulux, Ralph Lauren, Devoe, Fuller-O'Brien, This Old House, C-I-L paint, Color Your World and Liquid Nails caulks and adhesives. Products are sold through ICI Paints company stores, national/retail outlets and independent dealers in the United States, Canada and Puerto Rico and exported internationally.

About Major League Soccer

Headquartered in New York City, Major League Soccer is the top-flight professional soccer league in the United States and features many stars from the U.S. and around the world. Entering its 11th season in April 2006, the 12 teams in MLS are: the Chicago Fire, Colorado Rapids, Club Deportivo Chivas USA, Columbus Crew, D.C. United, FC Dallas, Houston Dynamo, Kansas City Wizards, Los Angeles Galaxy, Red Bull New York, New England Revolution and Real Salt Lake. For more information about MLS, log on to the League's official Web site.

Source: ICI Paints

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