Herbalife Joins Summer Soccer Tour

MarketWatch:

Herbalife Ltd., PepsiCo. Inc. and Lowe’s are among about a dozen companies that will sponsor a tour of the U.S. and Canada by the world’s biggest and best-known soccer clubs.

Herbalife will be the title sponsor of the World Football Challenge, which will see FC Barcelona, Manchester United, Real Madrid, Juventus and Manchester City play against top North American teams in games hosted by at least 12 cities across the continent in July and August.

“The biggest teams in the world are coming to play across the U.S., and the games will be on ESPN and Univision,” said Rob Levy, senior vice president of sales and marketing at Herbalife, explaining his company’s move.

Another reason for the deal is the access it provides Herbalife to the teams’ doctors and nutritionists. “We’ll get to meet them and go into the locker rooms and talk to them about our products,” he said.

Nutrition company Herbalife is already a major soccer sponsor, not least notably providing shirt sponsorship for the Los Angeles Galaxy, which will play in the summer tournament. But for investment bank Incapital LLC, the sponsorship will be a first foray into soccer in the United States.

Logo from Herbalife

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