MLS retains Panasonic as Primary Sponsor


In a sign that MLS is still a valuable commodity among sponsors, the League announced that Panasonic has re-upped for a three year run as the “Official Consumer Electronics” partner of MLS.

Given the econmic climate, long term sponsorship deals are an important source of ongoing revenue. Given the amounts of scrutiny aimed at publicly traded companies and the pressures on companies to cut back on high profile advertising and events (think about the uproar over CitiField), big name sponsors may be harder to come by.   This is especially so in light of recent news that Panasonic was shedding 15,000 jobs over the next 13 months. According to Sports Business Journal, the deal is valued at almost $3 million per year.