How a Category-Creating Jersey Deal Set the Stage for an Industry-Centric MLS Cup - John Digles

How a Category-Creating Jersey Deal Set the Stage for an Industry-Centric MLS Cup - John Digles

XanGo, a nutritional and direct sales company based in Utah, made history in November 2006 by inking the first jersey-front sponsorship deal in U.S. Major League Soccer history, showcasing the brand on the Real Salt Lake jersey. Through an activation program that mobilized hundreds of thousands of independent XanGo distributors, XanGo's branded kit became one of the league's top-selling jerseys, FIFA Soccer by EA Sports featured XanGo on the jersey of the game's RSL team, and the XanGo Cup hosted friendly exhibitions between RSL and international soccer superpowers. This innovative sponsorship program increased consumer awareness of the business and converted millions of passionate distributors into active fans for Major League Soccer.

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