• by Karl Greenberg , March 6, 2014

Major League Soccer on Friday is launching a multi-year sponsorship deal with Capri Sun & Kraft Foods that makes Capri Sun the official juice drink of MLS. Other Kraft brands to participate at a later time are Kool-Aid, Country Time Lemonade and Tang -- which will activate in stores nationwide.

As part of a co-branding activation, Capri Sun will get access to MLS intellectual property to do grassroots extensions like youth soccer clinics throughout the United States and on-packaging graphic elements. The company says it will launch a digital engagement program with MLS players that is similar to the Capri Sun Kids vs. Pros campaign the company launched last year. The company will also put players and MLS branding on packaging during the “Back To School” time frame.

Greg Guidotti, senior director for Refreshment Beverages for Kraft Foods, tells Marketing Daily that the company’s multi-year deal includes an integrated marketing campaign that includes print, digital, TV and possible in-store activations. 

“We see this as a natural fit. Major League Soccer has done a great job bringing the sport to the forefront in the U.S., and finding ways of getting kids involved,” he says, adding that Kraft is hammering out spokesperson deals with specific top-tier MLS players.  

David Wright, senior vice president of global sponsorship for MLS, said grassroots extensions have become an important component to the growth of the League. "Kraft Beverages has elected to take a leadership position within that ever-growing space."