Cingular Signs Mexican Soccer Deal
Cingular Wireless has signed as the official wireless partner of the Mexican National Soccer Team and its five-match tour in the U.S. this year.
“We’re delighted at the opportunity to help bring Mexican soccer to the U.S.,” said Hendrik Schouten, director of Hispanic marketing at Cingular Wireless.
The partnership will allow Cingular to customize its Hispanic marketing efforts in key U.S. markets. Cingular gains advertising, marketing and promotional rights to the Federación Mexicana de Fútbol crest, as well as player rights for appearances and special events at the games, in which Coca-Cola is the presenting sponsor, Schouten said.
Cingular plans to activate its partnership at the local market level and nationally. Each match will include a “Fútbol Fiesta” fan zone interactive area at the stadium showcasing Cingular products and services. In-market promotions will offer tickets and merchandise. Additionally, Cingular customers will have access to exclusive wireless soccer-themed content such as Mexican National Team player images and downloadable ringtones. Cingular also receives on-field signage during all matches and branding for in-stadium multimedia and print.
Chivas Regal and Frito-Lay are also sponsors of the tour, which kicked off last month and hit Carson, CA last week. The other three sites and dates have not been determined.
