The Clorox Company has entered into an agreement with Soccer United Marketing (SUM), the commercial arm of Major League Soccer, making it an official partner of the U.S. Soccer Federation and the Federación Mexicana de Futbol (FMF, also known as the Mexican national team).
Under the terms of the agreement with SUM, Clorox will support the U.S. men's and women's national teams through sales and marketing efforts highlighting the company's Clorox, Kingsford, Hidden Valley and Glad brands. It will support the Mexican men's team in the United States through similar efforts involving the Clorox, Kingsford and Glad brands.
"Our company's affiliation with the sport of soccer is a natural fit for us because we share a strong appeal among families," said Benno Dorer, EVP and chief operating officer, cleaning, international and corporate strategy. "With soccer's legions of followers from around the world — myself included — we hope this partnership will enable us to build awareness of our brands with the sport's hugely loyal, enthusiastic and diverse fan base."
The partnership involves sales and marketing efforts along with in-store support from major retailers. Activities under way this year include TV ads for Kingsford charcoal and Glad trash bags; custom packaging; a consumer sweepstakes for a chance to win up to $25,000; and in-store ads, coupon offers and messaging at point of sale.
"Ahead of this year's events in Brazil, there has never been a better time to align with the sport of soccer," said David Wright, SVP of global sponsorship for Soccer United Marketing. "We're excited that the family of Clorox products is now a member of our soccer family."