The deal for Philips in North America gives it rights to the U.S. Soccer logos, access to the names and likenesses of the men's and women's national teams and official rights for its consumer electronics, lighting products, shavers and kitchen appliances.
The first signs of the sponsorship will appear today during the match between the U.S. and Trinidad and Tobago in Boston.
Philips also gets to air 30-second spots on ABC and ESPN, which broadcast U.S. Soccer games, in addition to on-air logo identification, plus the marketer will have a presence on stadium billboards. The terms of the deal were not disclosed, but it's estimated to be in the multimillion-dollar range.
The Philips mark will appear in conjunction with Nike on training kits for the men's and women's national teams. Philips also will create a Web site that is expected to feature player stats, game calendars, photos, online chat and polls. A Philips-branded "goal cam" will be installed on the nets. The marketer also plans to launches a national consumer promotion to designate an "official U.S. stadium chant" for cheering at national team matches.
The Dutch consumer electronics giant, which has had a relationship with soccer in Holland and Europe, sees the sport as a prime opportunity for reaching youth and women.
"Philips is a mainstream brand. Soccer is one of the most popular sports worldwide -- it fits our strategy of reaching the masses of people," said Peter Verest, international sponsorship manager, Royal Philips Electronics, the parent company of Philips Electronics North America. IMG, New York, brokered the U.S. deal. -- Tobi Elkin
Copyright June 2001, Crain Communications Inc.