Major League Soccer’s Philadelphia Union has signed a stadium naming-rights deal with car manufacturer Subaru of America in a multi-year partnership.
The 18,500-capacity home of the Union, as well as United Soccer League Championship affiliate Philadelphia Union II, will now be known as Subaru Park.
Subaru replaces independent power producer Talen Energy as the naming-rights partner. The agreement marks the first time that the Japanese-owned company has entered into a partnership with a major league sports team, domestically and globally.
As part of the deal, Subaru will become the official and exclusive automotive partner of the Union. The two parties will also align on community and charity events. Terms were not disclosed.
During the off-season, the Union acquired three new parking lots next to the venue. More than 30 reserved spaces in Lot B will be free of charge for fans who are Subaru owners on a first-come, first-serve basis.
“Today is the start of a historic new chapter for the Philadelphia Union, both with the inauguration of our 2020 season at Subaru Park and in the official beginning of our relationship with Subaru of America, a partner that shares in our vision in a better future for our fans and surrounding community,” said Union president Tim McDermott in a statement. “Subaru of America is a partner in the truest sense of the word. We are committed to working hand-in-hand to give back and create a better world for our fans and the people of the greater Philadelphia area.”
As well as a new naming-rights deal, Subaru Park has been given a series of upgrades including: a state-of-the-art videoboard; upgraded LED ribbons around the field and bowl; more than 200 new monitors throughout the stadium and concourse; and the premium VIP Tunnel Club, which provides exclusive opportunities from food and beverage to one-of-kind experiences such as close proximity to the players throughout the game.
Elsewhere, the New York Red Bulls have signed a multi-year sponsorship deal with personal audio company JLab Audio to be the official headphone, speaker, and earbud partner of the club.
Under the partnership, JLab Audio will be the presenting partner of Player Arrivals and Player Playlist content. The two parties have also collaborated on custom Red Bulls headphones that are available as one of three 2020 Red Members gifts.
JLab will also be visible on in-arena concourse LEDs for all home MLS regular-season matches.