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Liberty Mutual Becomes Official Insurance Of U.S. Soccer

Darren Heitner
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I cover the intersection of sports and money.
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Liberty Mutual Insurance is the newest sponsor of the U.S. Soccer Federation.  The sponsorship agreement establishes Liberty Mutual as the Official Insurance Partner of the U.S. Men's and Women's National Teams, the Youth National Teams and the U.S. Soccer Development Academy.   Liberty Mutual will be an official partner of U.S. Soccer through 2018.

The insurance category was one that was up for grabs after U.S. Soccer failed to renew its business relationship with Allstate, which had owned the category since 2011.  The compensation terms of Liberty Mutual's deal with U.S. Soccer have not been disclosed.

The U.S. Soccer Federation has already secured similar arrangements with many other well-known brands in non-competing areas.  For instance, AT&T is the Federation's Official Communications Service Provider, Anheuser-Busch is the Official Malt Beverage Product and Chevrolet is the Official Vehicle.   Century 21 , Clorox , Coca-Cola , Continental Tire, Coppertone, Degree, Johnson & Johnson and Marriott also have sponsorships in place.

A new sponsorship for Liberty Mutual extends its existing presence with U.S. sports programs.  Liberty Mutual is also an official partner of the U.S. Olympic and Paralympic Teams and has partnered with many national governing bodies, including ASA/USA Softball, U.S. Ski and Snowboard Association, USA Hockey, USA Volleyball, USA Water Polo, USA Wrestling and USRowing.

“We are thrilled about this new partnership with U.S. Soccer.  As one of the fastest growing sports in the U.S., we see great value in the platform that it gives Liberty Mutual to positively impact communities across the country,” said John Coombe, vice president of Brand Management and Sponsorships for Liberty Mutual Insurance.  “This is an exciting year for soccer, and we are eager to grow our relationship with our national teams as they prepare for the 2015 FIFA Women’s World Cup and host several premier friendly matches.”

In addition to earning "Official Partner" status in the category of insurance, Liberty Mutual will also be the presenting sponsor of a National Team's marquee game in 2015.  Additionally, the company will be featured on in-stadium and field signage, advertising and through social and digital media assets.  While Liberty Mutual will not gain the right to require players to endorse the brand, the sponsorship does include certain rights that allow it to align with U.S. Men's and Women's National Team players, coaches and retired greats.

Darren Heitner is a lawyer and the Founder of South Florida-based HEITNER LEGAL, P.L.L.C., which has a focus on Sports Law and Entertainment Law.

Darren Heitner
Darren Heitner