Atlanta United and American Family Insurance today announced a multi-year partnership agreement making American Family the Official Insurance Partner of Atlanta United. The partnership includes sponsorship of Atlanta United’s official kit, with American Family Insurance logo featured on the first-team jerseys. Atlanta United and American Family Insurance will also team up to create the American Family Insurance Dream Tryout, the club’s first-team tryout tour.
“Today’s announcement marks another major defining moment for our club,” said Atlanta United president Darren Eales. “We could not be happier that American Family Insurance will not only be the Official Insurance Partner of Atlanta United, but also the Official Jersey Sponsor for Atlanta United. It’s a partnership that works on many levels including similar organizational values and a strong commitment to community. We look forward to introducing the American Family Insurance brand to MLS and global soccer audiences.”
As part of the partnership, American Family Insurance will have entitlement to the American Family Insurance Dream Tryout Tour. The tour will include four events across the southeast giving aspiring athletes the opportunity to try out for the Atlanta United first team. Information including locations and dates for the tour can be found here.
“American Family Insurance is proud to be a partner to the greater Atlanta community and now Atlanta United,” said Chief Marketing Officer Telisa Yancy. “We are confident this partnership with Atlanta United and Mercedes-Benz Stadium will inspire players, prospective players and fans who come to this stadium to pursue fearless dreams in all areas of their lives.”
Earlier this year, American Family Insurance was announced as a founding partner of Mercedes-Benz Stadium, the new home of Atlanta United. Included in the agreement are advertising, branding, promotional and signage opportunities at Mercedes-Benz Stadium, set to open in 2017. In addition, the American Family Insurance Fan Village, a multi-acre interactive fan zone to be located outside of Mercedes-Benz Stadium, will feature family friendly activations and activities for select Atlanta United home games.
This is the first MLS jersey sponsorship for American Family Insurance. The Madison, Wisconsin-based company sponsors several professional sports teams including the NFL’s Atlanta Falcons, Seattle Seahawks, Indianapolis Colts and Green Bay Packers. The company has also named several accomplished athletes as brand ambassadors, such as former New York Yankee Derek Jeter, Houston Texans’ J.J. Watt and Golden State Warriors’ Kevin Durant.
Atlanta United will unveil the official first team kit and training wear featuring the American Family Insurance branding later this year.