Bakery Brand Gains Exposure With Logoed Jerseys
Bimbo Bakeries USA, the U.S. Division of Mexico’s Grupo Bimbo, is one of the world’s largest baking companies, with over 126,000 associates and operations in 19 countries throughout the Americas, Asia and Europe. Well-known brands such as Sara Lee, Entemann’s, Boboli and Thomas’ are just a few under the Bimbo umbrella.
Grupo Bimbo is heavily involved with the Mexican Soccer League, sponsoring teams like Chivas de Guadalajara, the most successful team in Mexico, and Deportivo Saprissa in Costa Rica. The corporation’s logo has donned the jerseys of their sponsored teams for years, and international fans have come to expect the iconic red, white and blue Bimbo across the chest of their favorite players.
Now, Bimbo is bringing the exposure to the states, starting with its title sponsorship of the 2013 Copa Univision, the fastest growing amateur soccer tournament in the U.S. This year, 12 cities will host the tournament: Los Angeles, New York, Miami, Houston, Dallas, Chicago, Phoenix, San Francisco, San Antonio, Sacramento, Austin and Fresno. Strategically, Bimbo will be front and center on the soccer jerseys all the way.
Every time a player is photographed, videotaped or televised, the name of the company appears, too, carried in newspapers, magazines, websites and broadcasts. Every purchase of a team jersey pushes the company into the public consciousness. And every fan who dons a jersey becomes a walking billboard.
“The tournament supports the youth in the Los Angeles area,” said Rafael Velez, marketing manager at Bimbo Bakeries USA in an interview with PR Newswire. “We support initiatives that get youth exercising, teach important skills such as teamwork and help our local community.”
During Copa Univision attendees can participate in interactive soccer activities and have access to entertainment stage areas as well as client and community organization booths. Soccer teams can compete using a five-on-five, six-on-six or eight-on-eight format on smaller fields that create exciting competition.
Winners of each category will receive great prizes, trophies and medals and are recognized on the radio for their achievement. “Of all the community events organized by Univision 34, Copa Univision L.A. is one of the most entertaining and exciting,” said Esther Mendoza Brown, promotions manager at KMEX-TV says of the event. “Our community looks forward to this soccer tournament year after year, and the day is filled with fun for our clients, partners, volunteers, players and their families.”