Under the deal, American becomes the “Official Airline of Major League Soccer,” the “Official Airline of MLS Cup,” the “Official Airline of the MLS All-Star Game,” and the “Official Airline of SuperLiga.”
The deal provides American Airlines with on-site advertising, TV advertising on Fox Soccer Channel and Fox Sports en Espanol, promotional and marketing rights, on-site signage, and in-game promotional opportunities for both MLS and SuperLiga, a tournament series between the Mexican First Division and MLS in July and August 2008.
Roger Frizzell, American Airlines Vice President, Communications and Advertising, said: “We are thrilled to be associated with one of America’s increasingly popular sports leagues. We are especially pleased to have the opportunity to sponsor the SuperLiga tournament series, which in its first year attracted more than 10 million viewers in both Mexico and the US. We think this is a phenomenal opportunity to capitalize on the diversity of the MLS fan base”.
