If you looked closely at the jerseys worn by the MLS All-Stars, the world famous logo of AT&T was readily apparent. The reason? The international communications provider has been announced as the official communications provider of MLS, and US Soccer. As part of the deal, AT&T was the presenting sponsor of the MLS All-Star game and the logo was apparent around Rio Tinto stadium. At the same time, the deal provides the opportunity for exclusive content and digital enhancments through the AT&T suite of products. Notably, because of he involvment of SUM, the deal includes all three entities.
The press release directs you to the AT&T website, where (less than 24 hours after the press release), soccer is tough to find and the content is not impressive. We will assume that the content will improve over time.
This is big news for MLS. In this economic climate, an affiliation with such an internationally recognized entity is a great deal. This is especially so because Don Garber has sugested that this is the biggest sponsorship in MLS history.