The partnership will implement a multi-channel approach with Allstate 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.
“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 connection with them across our championships.”
Allstate will receive category exclusivity for the next four years as the Official Insurance Sponsor of CONCACAF, the region’s governing body for football, which includes the confederation’s premier national team championship CONCACAF Gold Cup, as well as the CONCACAF Cup, the CONCACAF Futsal Championship, the CONCACAF Beach Soccer Championship, and the full range of men’s and women’s CONCACAF championships and World Cup qualifying events at age levels from under-17 through full national teams. The agreement 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.
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.