Major League Soccer announced on Thursday a multi-year agreement with Target, making the retail giant an official MLS partner beginning in 2017.
In addition to Target becoming an official league partner, the Minneapolis-based retailer also partnered with Minnesota United FC in a multi-year deal as their jersey partner that will showcase Target’s brand prominently on the 2017 kits.
Target’s MLS partnership will include brand integration across platforms, including broadcast, digital, video, content, in-stadium and on-site activation at marquee MLS events.
A long-time fixture on the motor racing and action sports scene, this marks Target’s largest-ever push into team sports. The company also has naming rights partnerships with Minnesota sports facilities Target Field and Target Center – home of baseball’s Minnesota Twins and basketball’s Minnesota Timberwolves and Minnesota Lynx teams, respectively.
“There are so many things that drew us to soccer – it’s multicultural, watched and played by families and is growing immensely in popularity,” Rick Gomez, Target senior vice president of Marketing said in a statement.
