Bimbo Bakeries USA soccer sponsorship will cash in on World Cup fever

By Kacey CULLINEY contact

- Last updated on GMT

Bimbo-Philadelphia Union sponsorship tie-up: Marketing expert says 'from a timing point of view, it makes sense'. Photo Credit: Philadelphia Union
Bimbo-Philadelphia Union sponsorship tie-up: Marketing expert says 'from a timing point of view, it makes sense'. Photo Credit: Philadelphia Union

Related tags: World cup, Bimbo bakeries usa, Advertising, Bakeries

Bimbo Bakeries USA (BBU) has renewed its multi-year soccer jersey sponsorship with Philadelphia Union in a deal rumored to be more than $11m.

One Philadelphia marketing expert said the move would see BBU ride on the wave of ongoing World Cup fever.

The US arm of Mexican bakery giant Grupo Bimbo renewed its initial four-year sponsorship, signed in 2011. The Bimbo logo will continue to feature on the front of players’ jerseys.

Dr Richard George, chair and professor of Food Marketing at the Haub School of Business at Saint Joseph’s University in Philadelphia, said the tie-up was well timed.

“We’re still having the World Cup fever in the US… Look what’s happened with the World Cup t-shirts – even the German t-shirts can’t keep stocked,”​ he told BakeryandSnacks.com.

“I don’t know what the payback for Bimbo is on a sponsorship like this – it includes a lot of things like exposure – but from a timing point of view, it makes sense.”

Soccer fans are loyal to brands

George said from a consumer standpoint, research indicated that soccer and World Cup fans were among the most loyal to brands, particularly those shown or associated with the game.

With Bimbo being the jersey sponsor, Philadelphia Union fans would likely seek out bread and cake products available under that brand, he said. “I think it has a connection,”​ he said.

Matt Hudak, packaged foods analyst at Euromonitor International, said it was definitely a targeted marketing strategy.

“Targeted advertising is always pretty smart, but it’s really just a matter of whether the group they’re targeting is receptive,”​ he said.

Good for business

Vince Melchiorre, senior vice president of marketing at Bimbo Bakeries USA, said the high level of support and trust between the companies made it “an easy decision”​ to continue the sponsorship.

Similarly, CEO and operating partner of Philadelphia Union Nick Sakiewicz said it was happy to secure a continued partnership.

“The relationship we have forged between our two organizations the past four years has produced so much value at many different levels. Our extremely successful relationship has allowed both of our brands, as well as the game of soccer, to grow exponentially in the marketplace and we are looking forward to taking it even to higher levels with new programs in the years to come,”​ he said.

Bimbo sponsored eight professional soccer teams in total, including Philadelphia.

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