The deal also covers CONCACAF club team championships played throughout the calendar year across the Confederation, including the flagship Scotiabank CONCACAF Champions League and the newly launched Scotiabank CONCACAF League.
“For years, Allstate has proved itself to be a committed partner in the development and growth of football across the U.S. and throughout the region,” said CONCACAF General Secretary Philippe Moggio. “As Allstate continues to raise the bar on engaging fans and communities by harnessing the growing influence and passion inherent in the game, we are pleased to expand our partnership with them across our championships.”
Allstate and CONCACAF will implement a multi-channel approach with brand integration across TV, digital, social media, public relations, in-stadium exposure and on-site activations at key events.
Allstate has been a longtime supporter of soccer, having sponsored the Mexican National Team (FMF) since 2007 and MLS since 2011. Additionally, over the last 10 years, Allstate has made giving back to the next generation of soccer fans and players a priority through various local community initiatives. In 2016, Allstate partnered with the U.S. Soccer Foundation’s Passback program to collect and redistribute thousands of pieces of soccer gear and equipment to young athletes in underserved communities throughout the country ahead of select MNT and MLS matches. In previous years, Allstate’s “Good Hands FC” and “Sorpresa” community events surprised local youth clubs with coaching clinics and equipment donations.
The agreement, facilitated by Soccer United Marketing (SUM), also includes a four-year renewal as the Official Home, Auto, Life and Retirement Insurance Partner of Major League Soccer (MLS) and the Federación Mexicana de Fútbol (FMF), via the annual Mexican National Team U.S. Tour.
“After more than a decade of supporting the soccer community, our passion for it has only grown and we’re excited to partner with these incredible organizations and their fans to engage with the Allstate brand,” said Pam Hollander, vice president of marketing for Allstate. “There are many reasons soccer aligns with the Allstate brand – it’s diverse, it’s communal, and we respect and share the passion that soccer fans have for the sport, and for their team.”
As the Official Insurance Sponsor of CONCACAF, the region’s governing body for football, Allstate receives category exclusivity for the next four years for all tournaments, including the confederation’s premier national team championship, the CONCACAF Gold Cup. The 14th edition of the CONCACAF Gold Cup will take place this summer from July 7-26 across 14 venues in 13 metropolitan areas across the U.S.
“Allstate has a long-standing connection to soccer in the U.S. and an impressive history of connecting the brand to the passion of the sport,” said Jennifer Cramer, Vice President of Soccer United Marketing, MLS’ commercial arm. “We believe that their partnership with the CONCACAF property will only enhance their property portfolio with Major League Soccer and the Mexican National Team developing an even deeper relationship with the fan. We are excited to grow the sport of soccer with them for many years to come.”
To support these sponsorships, Allstate will launch a new national advertising campaign (TV, digital, social and more) and develop a community-based initiative that will span across these organizations in select cities.
The Allstate Corporation (NYSE: ALL) is the nation’s largest publicly held personal lines insurer, protecting approximately 16 million households from life’s uncertainties through auto, home, life and other insurance offered through its Allstate, Esurance, Encompass and Answer Financial brand names. Other growth platforms include predictive analytics company Arity and consumer-product protection plan company SquareTrade. Allstate is widely known through the slogan “You’re In Good Hands With Allstate®.” Allstate agencies are in virtually every local community in America. In 2016, The Allstate Foundation, Allstate, its employees and agency owners gave $42 million to support local communities.
The Confederation of North, Central America and Caribbean Association Football (CONCACAF) is the governing body for soccer in the region, and one of six continental authorities that administer the game along with FIFA. Formed in 1961 from the merger of the Football Confederation of Central America and the Caribbean and the North American Football Confederation, CONCACAF now has 41 member associations, from Canada in the north to Guyana, Suriname and French Guiana on the South American continent. As the administrative body for the region, CONCACAF organizes competitions, offers training courses in technical and administrative aspects of the game, and helps to build football throughout the region.
About Soccer United Marketing
Over the past 15 years, Soccer United Marketing (SUM), the commercial arm of Major League Soccer, has become the preeminent commercial soccer enterprise in North America, overseeing the commercialization, marketing, promotion and operational execution of the region’s most successful soccer entities. Currently, SUM holds the exclusive rights to Major League Soccer, the United States Soccer Federation, the Mexican National Team (for the United States market), and CONCACAF Properties (Gold Cup™ and CONCACAF Champions League). In addition, SUM held the promotional and commercial rights to the highly successful 2016 Copa America Centenario.