HARRISON, N.J. (March 22, 2015) – The New York Red Bulls announced today the largest marketing partnership in club history, naming Yanmar as an official partner. For the first time in club history, a marketing partner will have presence on both the training jersey and permanent in-arena branding.
Yanmar will have their logo designated on both sleeves of the club’s training jersey and permanent Yanmar branding signage will be displayed in the lower bowl level seating in Red Bull Arena. In addition, Yanmar will have private Skybox access for all home games as well as digital and broadcast presence throughout the season. Yanmar will be granted the following designation rights with the New York Red Bulls: Official Agricultural Machinery Partner, Official Marine Partner and Official Diesel Engine Partner.
This will be Yanmar’s first venture into the U.S. sporting market, but they have established partnerships with Manchester United, Cerezo Osaka Football Club (J. League), Oracle Team USA and others.
“We’re extremely excited to announce this great partnership. (They are) the first partner that will have permanent official branding within this arena and and on our training kits. It’s never been done before in the history of this club. The core values of Yanmar, Red Bull New York, their growth in North America, really illustrates everything we stand for here at Red Bull,” RBNY General Manager Marc de Grandpre stated at a press conference Sunday afternoon.
The permanent branding referenced includes a banner directly to the right of the “BWP 27” banner along the lower bowl of Red Bull Arena, along with a sleeve patch on the club’s training jersey.
“With soccer gaining more and more fans in North America, it’s a great honor for us to support the New York Red Bulls on their way to victory”, said Ken Araki, Executive Officer, Yanmar Holdings Co, Ltd. “We are looking forward to the team’s future achievements and sharing success together.”
When asked about how the partnership came about, Araki, who recently orchestrated a partnership between his company and the Vietnamese National Team, stated through a translator, “The North American market is as important for Yanmar as Asia is. We were inspired by the brand and are happy that the deal was completed quickly.”
“We are honored to have Yanmar join the Red Bulls’ family,” de Grandpre added. “As Yanmar uses soccer as the game to build their brand in this country, we are excited to be the club to help drive this awareness and exposure. Both brands exhibit the same passion for the synergistic core values around innovation and community.”
Featured Photo: Bill Twomey/Bill Twomey Photography
