After much speculation amongst fans and media members alike, the Philadelphia Union broke the news early, telling the Philadelphia Inquirer that Bimbo will be its first ever jersey and shirt sponsor. The Union's deal with Bimbo will run for four years and bring in $12 million for the second year franchise.
Though scheduled to disclose the deal publicly at a press conference today, the Union chose instead to go to the media ahead of time with the information. CEO Nick Sakiewicz himself was quoted in the Inquirer article saying, "A good strategic fit for them, and a good strategic fit for us. Each one helps promote the other."
Bimbo, full name Grupo Bimbo, is Mexico's largest food company and is the world's largest bakery. The bakery has been making attempts to change its public image in America because of the company name's connection with a poor connotation in the English language. Despite the spelling of "bimbo" the actual pronunciation is "BEEM-bo"
In recent years, Bimbo has moved into the Philadelphia area with its purchase of Stroehmann's, along with its Bimbo Bakeries USA, which is headquartered in Horsham, Pennsylvania. The move can be seen as a way for the Union to connect with its Hispanic support, something that it was criticized for lacking during its first season of existence.
With the sponsorship signing the Union become the thirteenth of 18 MLS teams to have a shirt or jersey sponsor. Bimbo also became an official sponsor of the MLS.