• by Karl Greenberg , April 15, 2015

Liberty Mutual Insurance has become the latest multi-year sponsor of the U.S. Soccer Federation. The partnership, through 2018, makes Liberty Mutual the Official Insurance Partner of the U.S. Men’s and Women’s National Teams; and the Youth National Teams and the U.S. Soccer Development Academy, per a joint statement on the deal. Soccer United Marketing facilitated the agreement.

The kickoff is April 15, when U.S. Men’s National Team plays Mexico in San Antonio, Texas. Mutual Liberty says it will have branding throughout the Alamodome. The insurer says that besides signage throughout, its footprint includes an experiential program where people can do things like pose for a personalized vintage poster.

Liberty Mutual, per the agreement, will be the presenting sponsor of one of the National Team’s marquee games during the year, and the company will get in-stadium and field signage, advertising, marketing and promotional opportunities, social and digital media assets, and on-site event activation, per the partners. The sponsorship also includes rights to align with U.S. Men’s and Women’s National Team players, coaches and legends of the game.

Liberty Mutual is also official partner of the U.S. Olympic and Paralympic Teams and supports youth sports through a program called Liberty Mutual Play Positive. It also has sponsorship relationships with ASA/U.S.A. Softball, U.S. Ski and Snowboard Association, U.S.A. Hockey, U.S.A. Volleyball, U.S.A. Water Polo, U.S.A. Wrestling and U.S. Rowing.

The company, whose soccer involvement started with U.S. Youth Soccer in 2007, says its Brazilian affiliate Liberty Seguros sponsored the 2014 FIFA World Cup and the FIFA Confederations Cup in 2013.

With the new partnership contract, Liberty Mutual joins a list of 14 other official U.S. Soccer sponsors including Anheuser-Busch, Century 21, AT&T, Clorox, Coca-Cola, Continental Tires, Johnson & Johnson, Marriott, Nike, and Mondelez International.