Chivas USA won't have to play without a shirt sponsor in 2011 after all. Following the end of their previous shirt sponsor deal, Chivas was pushing up close to the start of the 2011 MLS season without a shirt sponsor, but the Los Angeles club has secured a multi-year deal with a national brand. Beginning in the 2011 season, Corona Extra will adorn the Chivas USA jerseys, as well as all other match day and training apparel, after signing a deal with Corona's parent company, Grupo Modelo.
Chivas USA Announces Corona Extra As Shirt Sponsor
The Mexican connection between Chivas USA and Corona is natural, but the beer has a large hold of the beer market in the United States as well. In addition to Grupo Modelo being Mexico’s leading beer company, Corona has also been the number one imported premium beer in the U.S. for more than a decade. This sponsorship of Chivas USA comes not long after the company agreed to become the title sponsor of the world’s top tennis tour, the ATP Tour.
For Chivas USA, signing on with Corona is a coup. Not only are they a well respected and well known company, they have agreed to a multi-year deal that will give the club a guaranteed income from the sponsorship for the duration of the contract. Not only with Corona be the shirt sponsor for Chivas, but they will be the presenting sponsor for the club with a presence all around the Home Depot Center on match days.
This shirt sponsorship leaves the league in much better position that they were in just a few years ago. Twelve clubs have shirt sponsorships if you include New York’s Red Bull and with Corona joining Alaska Airlines, XBOX, Bimbo, Volkswagen, BMO and Bell, the league has partnered with well known and established brands. Chivas USA and Grupo Modelo will have a press conference on February 16 in downtown Los Angeles where the length of the deal as well as the shirt itself expected to be announced. No financial terms of the deal have been announced.
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