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Reports: AT&T renews major SUM deal

16 April 2013 | Posted in Sponsorship, Soccer, North America, | By David Cushnan

Reports from the United States suggest AT&T has signed an eight-figure deal to continue as a sponsor of Major League Soccer(MLS), US Soccer and Mexico's soccer federation.

The package of rights are sold collectively by Soccer United Marketing (SUM), which handles the commercial rights for the MLS and the US and Mexican national teams.

AT&T's previous sponsorship agreement with SUM expired at the end of the year.

“We’ve recognised the growing passion for soccer in the US,” said Greg Skasko, director of sponsorships for AT&T. “The engagement from our promotions has been very strong. It’s a multicultural fan base and really hits the 18-34 demographic. We also love that MLS is tech-savvy and so are their fans.”

The deal was negotiated on behalf of AT&T by The Marketing Arm agency.

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