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The Clorox Company, an American manufacturer of cleaning and other consumer products, has become a sponsor of the US and Mexican national soccer teams.

The Clorox Company, an American manufacturer of cleaning and other consumer products, has become a sponsor of the US and Mexican national soccer teams.

The Oakland-based firm will support the US men’s and women’s senior sides with sales and marketing initiatives promoted through its Clorox, Kingsford, Hidden Valley and Glad brands. Its support of the Mexican team will focus on the US market through similar efforts involving the same brands bar Hidden Valley.

Specific activations will be carried out in the form of print, radio and online communications along with in-store support from major retailers.

This year, television advertisements will be rolled out for Kingsford charcoal and Glad rubbish bags, supported by supplementary promotions such as custom packaging, consumer sweepstakes and other offers.

Clorox’s sponsorship of both countries was brokered by Soccer United Marketing (SUM), the commercial arm of Major League Soccer that also acts on behalf of the US Soccer Federation and the Federación Mexicana de Fútbol (FMF).

“Our company’s affiliation with the sport of soccer is a natural fit for us because we share a strong appeal among families,” said Benno Dorer, the executive vice president and chief operating officer of Clorox’s cleaning, international and corporate strategy.

“With soccer’s legions of followers from around the world —myself included — we hope this partnership will enable us to build awareness of our brands with the sport’s hugely loyal, enthusiastic and diverse fan base.”

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