Liberty Mutual Inks Deal as U.S. Soccer Federation Sponsor

April 15, 2015

Liberty Mutual Insurance has signed a multi-year sponsorship with the U.S. Soccer Federation, the national governing body for soccer in the U.S.

The sponsorship, which extends through 2018, designates Liberty Mutual as the Official Insurance Partner of the U.S. Men’s and Women’s National Teams, as well as the Youth National Teams and the U.S. Soccer Development Academy.

Liberty Mutual said it will officially kick off its sponsorship of U.S. Soccer at tonight’s anticipated U.S. Men’s National Team match against longtime rival Mexico in San Antonio, Texas. Liberty Mutual’s presence will be seen throughout the stadium, including an experiential footprint where fans can pose for a personalized vintage poster.

The insurer will be the presenting sponsor of one of the National Team’s marquee games during the year and the company will also have in-stadium and field signage, advertising, marketing and promotional opportunities, social and digital media assets, and on-site event activation. The sponsorship also includes rights to align with U.S. Men’s and Women’s National Team players, coaches and legends of the game.

“[W]e 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.

Terms of the deal were not disclosed.

Liberty Mutual has had a partnership with U.S. Youth Soccer since 2007. Liberty Mutual’s Brazilian affiliate, Liberty Seguros, also has a history in the sport with recent sponsorships of the 2014 FIFA World Cup and the FIFA Confederations Cup in 2013. The insurer is also an official partner of the U.S. Olympic and Paralympic Teams and supports youth sports through its Liberty Mutual Play Positive program.

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