By Kevin K
In a big week for the Union, with the MLS Draft coming Thursday, the Union is set to announce a sponsorship with the U.S. arm of Grupo Bimbo S.A.B. de C.V., a Mexican-based baker.
It is a four-year sponsorship worth roughly $12 Million to have the logo of Bimbo (pronounced Beem-bo) Bread Company to be worn on the jerseys of the Philadelphia Union players.
A soccer sponsorship is given to a business local to the MLS Soccer team, leaving some to think the financially troubled Tastykake (there are talks of Bimbo buying out Tastykake, which brings more sense to the sponsorship) be the sponsor, or Yuengling was also a favorite. The Union, however, decided to go with Bimbo (leaving me to think, hey WHY NOT WAWA!?).
"The big attraction for us is, we want to build the Bimbo brand in the U.S., and we think soccer is on the rise," said Vince Melchiorre, senior vice president of Bimbo USA.
He's confident the agreement will do more than build name recognition: "It builds sales and it builds profits."
The company runs its brands regionally, placing general managers in select cities across the country - which made the league component crucial, he said.
"I wanted to have the deal be broader than Philadelphia, because the brand is broader than Philadelphia," Melchiorre said. "A national element is really important to us."
Bimbo products have been known in Mexico for 65 years but appeared in the United States only more recently. In 1984, Grupo Bimbo started to export its wares into Texas, and later into California. The company began to acquire U.S. bakeries, including Mrs Baird's Bakeries in Texas in 1988.
In 2002, it bought the West division of Canada's George Weston Ltd., and in 2008, it paid nearly $2.4 billion for that company's bread-making unit, extending its U.S. presence from coast to coast.
The company moved its national headquarters to Horsham from Fort Worth, Texas, in 2009. There's now speculation that Bimbo could buy financially troubled Tasty Baking Co., maker of Tastykakes.
The Union are set to announce the sponsorship today at PPL Park in Chester.
Read more: http://www.philly.com/philly/sports/soccer/113257454.html?viewAll=y#ixzz1AjLtXHn2
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