What We're Reading

Philadelphia Union gets Bimbo boost

Second-year MLS club Philadelphia Union is sealing a shirt sponsorship deal with Bimbo Bakeries worth roughly $12 million over four years. In the agreement, Bimbo also becomes an official sponsor of MLS.

The deal is with Bimbo Bakeries USA, the U.S. arm of Mexico-based Grupo Bimbo. Bimbo Bakeries USA, which has its headquarters in Horsham, Pa., operates 34 bakeries nationwide.

"A good strategic fit for them, and a good strategic fit for us," said Union chief executive officer Nick Sakiewicz. "Each one helps promote the other."

"The big attraction for us is, we want to build the Bimbo brand in the U.S., and we think soccer is on the rise," said Vince Melchiorre, senior vice president of Bimbo USA.

Read the whole story at The Philadelphia Inquirer »

Next story loading loading..

Discover Our Publications