Paint & Coatings Manufacturer News

ICI Paints enters agreement with MLS

June 13, 2006

ICI Paints has agreed to become an official corporate partner of Major League Soccer (MLS). ICI expects this partnership to make an impression with their professional and DIY customers.
“This initiative provides us with tremendous opportunities to promote ICI Paints as the paint manufacturer of choice to professional contractors around the country,” said Geoff Belz, marketing director for ICI Paints.
Carolyn Resar, marketing director for ICI’s Glidden brand, added, “ICI Paints chose this partnership because of soccer’s increasing appeal to a wide range of consumers, from the growing Hispanic consumer base, to ‘soccer moms,’ who make many of the home remodeling decisions.”
Under terms of the agreement, ICI Paints will receive a designation as an “Official corporate partner of Major League Soccer” and the company’s Glidden brand will become the “Official paint of Major League Soccer.” ICI Paints’ involvement with soccer brings the opportunity to create millions of impressions in 2006 through network TV and cable exposure, as well as event advertising.
Through the partnership, ICI Paints and its Glidden brand will leverage in-stadium advertising opportunities such as PA announcements at every MLS event; a video board commercial at every MLS event; MLS Free Kick game day program advertisement for every MLS game; on-site sampling and promotional opportunities, including a booth at key events; event hospitality functions; pool tickets to be used throughout the season; MLS player appearances; and MLS clinics, which involve 200 people per clinic with MLS-provided personalities, coaches and equipment.
In addition, as part of this partnership, ICI Paints will participate in MLS’ Futbolito event, MLS’ official amateur soccer tournament. This national tournament is a grassroots program targeting the league’s Hispanic fan base. This year, the tournaments are being held in 16 cities around the U.S. ICI Paints/Glidden will feature a booth at every event, offering brochures, samples and children’s activities. The ICI Paints and Glidden logos will also appear on players’ shirts and signage all around the venue.