April 7 – FIFA World Cup sponsor Hisense has expanded its sponsorship footprint in the US in a multi-year partnership with the United Soccer League (USL). The deal covers all of the USL’s professional and development leagues.
Hisense USA is North America’s fastest-growing consumer electronics brand. The new sponsorship will see it designated the Official Television of USL.
Sponsorship activation will see the two partners develop new mini soccer pitches as part of the USL’s Community Pitch programme which aims to create new playing opportunities for local youth. The first grassroots pitch will be unveiled in the Tampa area in late 2022.
“Hisense USA is proud to be a part of USL’s mission to invest in local communities and make the sport of soccer more accessible in the U.S.,” said Vice President of Brand Marketing David VanderWaal. “USL’s vision for growth and influencing change is closely aligned to our mission to make quality technology more attainable.”
Where the USL scores highly as a sponsorship property is the reach of its clubs across the US. As operator of the USL Championship (USSF Division II), USL League One (USSF Division III), USL League Two and W League (Pre-Professional), the has more than 150 clubs in its membership. It is also covering both the men’s and women’s game with the W League and the USL Super League announced last September, which will be a new professional women’s league that will apply for Division II sanctioning from USSF and aims to begin play in 2023.
“The USL and Hisense USA have a shared vision to have a real impact on local communities through soccer and unique fan experiences,” said Sr. Vice President of Corporate Partnerships Josh Keller.
“The USL is in an exciting phase of strategic growth, and we are thrilled to work with an innovative technology leader that is dedicated to supporting our efforts to grow the game and differentiate our league within the soccer landscape.”
Integrating its World Cup sponsorship into its USL activity, the Chinese-owned company will host World Cup viewing parties in select USL markets.
No value was given for the sponsorship.
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