Snapshot
July 09, 2019

Diageo signs on as official sponsor for Seattle Sounders FC

Participating in this sponsorship deal:

Diageo logo Open uri20141112 64162 zaxiwx?1415809698

About Sponsor:

Diageo plc is a global alcoholic beverages company headquartered in London, United Kingdom. It is the world's largest producer of spirits and a major producer of beer and wine. Diageo's brands include Smirnoff (the world's best-selling vodka), Johnnie Walker (the world's best-selling scotch whisky), Baileys (the world's best-selling liqueur) and Guinness (the world's best-selling stout). It is also the exclusive international distributor of José Cuervo (the world's best-selling tequila) and owns 34% of Moët Hennessy, which owns brands including Moët & Chandon, Veuve Clicquot and Hennessy.

About Property:

Seattle Sounders FC is an American professional soccer club based in Seattle, Washington that competes in Major League Soccer (MLS). Sounders FC was established in November 2007 as an MLS expansion team, making it the 15th team in the league. Fans chose the Sounders name through an online poll in 2008, making the Seattle Sounders FC the third Seattle soccer club to share the moniker.

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Major League Soccer is on a roll. Last season, the league set new highs in TV viewership, average ticket price and social audience. Prospective team owners are still clamoring for a share of the league even at a $200 million expansion fee, and brands have been shelling out to associate with the ascending league. In 2017, Adidas agreed to pony up $117 million per year for its apparel deal, and in the few years since, MLS has added or renewed deals with the likes of Audi, Heineken, MGM Resorts, Home Depot and meditation app Headspace.
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