[MLS] Allstate signed a four-year agreement to become the official insurance sponsor of Major League Soccer.

The agreement with with Soccer United Marketing also calls for Allstate to sponsor the U.S. men and women’s national teams and renews the deal SUM had with Allstate to sponsor the Mexican national team during its friendly matches on U.S. soil.
 
“Allstate has a track record of helping fans get closer to the sports they love through our college football and Olympic sponsorships, and we look forward to joining with millions of passionate soccer fans out there by supporting the continued growth of the sport in the United States,” said Lisa Cochrane, vice president of marketing for Allstate. “Our message of ‘protection’ aligns very well with the sport and we are thrilled to have the opportunity to grow our involvement and support within the various soccer properties.”
 
In 2008, Allstate launched the “Protection is Our Game” (in Spanish, Protección es la jugada) campaign through a partnership with the Mexican federation to reinforce the company’s commitment to protecting its customers.

One of Allstate’s promotional plans includes support of Sueno MLS, a free tryout program in search of the best undiscovered Hispanic talent, and other grassroots Hispanic programs.