As reported by Kristin Laird in Marketing Magazine last week, the Canadian Soccer Association has signed a two-year partnership with Del Monte Canada that will put fruit snacks in the hands of national team players as well as nearly 850,000 players across the country. As part of the agreement, Del Monte will become an associate-level sponsor for the association, its national teams and the Nutrilite Active Start Soccer Fests – part of an internationally recognized youth development program targeted at children under 11.
Richard Parkinson, director of marketing for Del Monte Canada, called this an exciting time to be involved with the Canadian Soccer Association. “The Canadian national teams are preparing for a crucial fall and winter season and garnering a lot of attention, especially just following the Women’s National Team participation at the FIFA Women’s World Cup Germany 2011,” he said. Del Monte will have a presence at these festivals as well as provide product for its participants.
Peter Montopoli, general secretary for the Canadian Soccer Association, said “It is the support of companies such as Del Monte and their recognition of the sport’s importance to Canadians through the placement of the Canadian Soccer Association logo on up to 10 million products that will grow the brand of soccer in this country.”
In addition to the new agreement, Del Monte Canada also announced it has signed Women’s National Team captain Christine Sinclair as an “athlete representative.” Parkinson said “She is the perfect embodiment of a healthy and active lifestyle that is so important to Del Monte.”
While the women’s team did make the recent World Cup in Germany, the team was eliminated early after losing all three of its games in the first round, falling well short of expectations. However, Sinclair won rave reviews for her strong performance. After suffering a broken nose in the first game of the tournament, Sinclair finished the game and scored one of the goals of the tournament.
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