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There will be more dough coming to the Philadelphia Union for emblazoning a bread logo on their jerseys over the next four years but for the first time since the partnership with Bimbo Bakeries began, the logo on their secondary jersey will be something other than the much maligned Bimbo.
That news is part of the announcement of a four-year jersey sponsorship deal the Union announced on Wednesday morning with Bimbo Bakeries USA. Figures for the deal were not disclosed.
“We’re proud to continue the partnership with Bimbo and their robust portfolio of brands including household names such as Entenmann’s, Sara Lee, Thomas’, Little Bites and Artesano,” Philadelphia Union Chief Business Officer Tim McDermott,said in a news release. “With this multi-year deal, we’ve taken the foundation of the first agreement and built on it in a way that is progressive, not only for our club, but for MLS as a whole.”
Since the partnership began in 2011, the Union’s jerseys have stuck to the Bimbo brand logo with the welcome change occurring in 2019 to change it from a red, white and blue logo to a one-color logo to better match the design of the jersey.
The new deal to allow for alternate brands on the jersey was teased when the team released commemorative playoff merchandise with the Artesano logo in place of where the Bimbo logo usually goes on replica jerseys and other merchandise.
As part of the deal, the Union and Bimbo plan to launch a new platform that will “invest in youth development and community outreach.”
“For almost a decade, Bimbo Bakeries USA has had the opportunity to connect Union fans with our bread, breakfast and sweet baked goods brands,” Vince Melchiorre, Senior Vice President at Bimbo Bakeries USA, said in a news release. “We are excited at the prospect of featuring other fan favorite brands on the Union jerseys and looking forward to working side by side with the Philadelphia Union in the communities we call home.”