St. Louis City SC unveils Purina as jersey sponsor

St. Louis City SC announced on Wednesday that Nestlé Purina PetCare will be the team’s official kit sponsor and will feature their logo on the club’s kits

ST. LOUIS – One of St. Louis’ oldest brands will appear on the shirt of the city’s expansion franchise Major League Soccer.

St. Louis City SC announced on Wednesday that Nestlé Purina PetCare will be the team’s official kit sponsor and will feature their logo on the club’s kits. Wednesday’s announcement is the first corporate sponsorship announced by City SC, which is expected to begin in 2023.

The financial terms of the sponsorship were not disclosed. Major MLS sponsorships, including front shirt sponsorship, bring in a lot of money. Jersey sponsorships can range from $ 3 million to $ 5 million per year, according to the SportsBusiness Journal. Jersey sponsorships in football offer a broad marketing scope. A brand’s logo is usually on the chest of the shirt, including the replica jerseys sold to fans, making it widely featured on every TV show.

City SC CEO Carolyn Kindle Betz said Purina’s extensive ties to the area and commitment to promoting St. Louis made Purina the right “First Founding Partner” for the MLS club.

“Not only does Purina share our love for St. Louis, but they share a common vision to work to strengthen our community. I couldn’t think of a better company to be the first founding partner of our club and to be on the front of our team, ”she said.

Purina was founded in 1894 and is the manufacturer of several well-known pet food brands such as Purina ONE, Pro Plan, Fancy Feast and Tidy Cats. The company, a subsidiary of the Swiss food and beverage group Nestlé, had sales of $ 15.6 billion in 2020.

Purina President and CEO Nina Leigh Krueger said sponsoring City SC provides the opportunity to be on the “ground floor of a major league franchise,” and an opportunity to introduce yourself to a nationwide audience and with City SC St. Louis collaborate -specific initiatives.

“When this MLS opportunity came to St. Louis, our ears really went up because it allowed us to work with an organization that really shares values ​​like us and is really focused on connecting our passions,” she said .

Efforts to secure key sponsorships began for City SC’s group of owners before hiring a team in August 2019. MLS Commissioner Don Garber visited St. Louis in March 2019 to meet with C-suite executives in the area to own the team, Jim Kavanaugh, made up of the Taylor family of Enterprise Holdings and the CEO of World Wide Technology , chased an expansion team.

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