Herbalife is the presenting sponsor of the Los Angeles Galaxy Major League Soccer Team.
This brings global recognition and since David Beckham started playing for them in July, it will be difficult to find someone who hasn’t seen the Herbalife name.
AEG, operators of Major League Soccer's
Los Angeles Galaxy, and Herbalife Ltd. (NYSE:HLF), announced a five-year, multimillion dollar
expansion of Herbalife's agreement with AEG making Herbalife the presenting
sponsor of the Los Angeles Galaxy. The agreement gives Herbalife on-jersey
exposure for its brand beginning with the upcoming 2007 season, which began
April 8th.
"The national and international appeal of soccer and of the Los Angeles
Galaxy club in particular, is a natural fit for our global philosophy of
promoting a healthy, active lifestyle," said Herbalife CEO Michael O. Johnson.
"We have had tremendous success partnering with many AEG-owned properties in
our effort to build our brand image and allow our independent distributors
increased access to new customers."
A cornerstone of the multi-year, multimillion dollar agreement is the
ability for Herbalife to showcase its brand name on the front of the team
jersey. For the first time in the history of team sports in the United States,
a professional league will allow its franchises to sell "sponsorship rights"
on a primary position of the players' uniforms. A long-accepted practice for
soccer and other teams internationally, the 2007 MLS season will mark the
first time a U.S. league will permit this marketing platform for team
sponsors.
"Without a doubt, this is a milestone event in American sports
marketing," said Shawn Hunter, President, AEG Sports and Chief Marketing
Officer, AEG. "With the tremendous amount of global exposure the Galaxy is
expected to generate in the upcoming season, the time was clearly right for a
professional league in the United States to create this branding platform."
"The high caliber of play as well as the acquisition of international
players has truly raised the interest and visibility of MLS in the Untied
States and worldwide," said Timothy J. Leiweke, President & CEO, AEG. "The
league's exceptional national broadcast contracts with ABC, ESPN, HD Net and
Univision, the number of new soccer-specific stadiums opened or being built
and the remarkable success of the recent World Cup ratings in the United
States indicates a new day for American soccer and the sport."
"Additionally, Herbalife's support of the Galaxy raises the bar for our
club while being a tremendous boon for the sport," continued Leiweke. "We've
had the opportunity to work with Herbalife since 2005 and no other company
activates a sponsorship as well as they do. Herbalife sponsorship of AEG
properties has grown over the past two years and their distributors have
become a familiar sight at The Home Depot Center and our other events."
"Soccer brings people together, and bridges across nationalities and
borders," said Greg Probert, Herbalife's president and chief operating
officer. "We have 1.5 million independent distributors in 64 countries. With
upcoming Galaxy matches scheduled for the United States, Mexico and Asia and
the worldwide interest in soccer, we'll be supporting our distributors with
branding in their own backyards and on a global scale."
Herbalife first became a sponsor of AEG-owned and operated events in
2005. The Herbalife name will appear in conjunction with the team name on all
official team wear and replica jerseys and other select team merchandise. The
agreement also makes Herbalife the official sponsor of all international and
exhibition games; provides it with increased media exposure, including
television commercials and radio spots; exposure on the 110, 10, 405 and 91
freeways; and Web presence and sponsorship of Los Angeles Galaxy grass roots
and community programs.
