Bic Re-ups at Lower Soccer Level, Drops Uniform Rights

Brandweek,  April 17, 2000  

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NEWYORK--Bic renewed its Major League Soccer sponsor deal, although at a lesser "corporate partner" level, as opposed to the "official sponsor" position it held since the league's inception five years ago. As a result Pepsi, not Bic, now has its brand name on the uniforms of the New England Revolution.

MLS has re-inked all its original sponsors except AT&T, whose omnibus telecom rights deal will be sliced into more lucrative separate deals, including Internet access and wireless. On the TV side, MLS has sold out its cable inventory, an expanded package that includes a total of 30 games on ESPN and ESPN2, and a new weekly one-hour highlights show.

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