Chicago Fire & The Quaker Man Shake Up MLS Sponsorship Game

Still being several weeks away from the start of a new season for association football in the US, much of the current chatter surrounding Major League Soccer revolves around the announcement of this summer’s All-Star Game in Philadelphia and, well, oatmeal. Okay, perhaps not specifically about oatmeal, but rather the unveiling of Quaker as the new shirt sponsor for Chicago Fire SC that begins with this video of a morning bowl of Quaker Oats and has continued by sending these rather special packages to not only sports media but also prominent US football bloggers to spread the word. Cynically this could be considered a bit of overkill on the part of the club and Quaker Oats, a relentless marketing campaign to ensure Quaker gets more of its oatmeal at our breakfast tables and its snacks into our children’s hands, but on the alternatively it suggests something rather promising for a rapidly maturing professional league. And, while some football kit purists might wince at the sight of the Quaker Man’s head emblazoned across the chest of Chicago’s players after the club went last season without a sponsor, the bigger impact looks to go beyond smudging up a shirt for advertising purposes to speak to further potential at growth for a league still in its teenage years. To state that such an extensive media blitz in this instance represents what can be done when...

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