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Austin FC signs contract with Captain Morgan

New MLS club secure deal with multi-national beverage conglomerate

March 19, 2021 By Michelle Bonsu
The newly founded club follows in the footsteps of fellow MLS sides Los Angeles FC, Minnesota United, Inter Miami, and Nashville SC in linking up with the beverage manufacturer.

Newly created MLS club Austin FC may have only been founded in October 2018, but they're certainly wasting no time in securing sponsorship deals with some notable companies.

The Texas-based outfit will be featuring in its debut season this year, with their first match pitting them against Los Angeles FC with a tentative date of April 17th. 

In the interim, Austin FC and their founders have been very busy in bringing in as many corporate sponsors as possible. So far, they've signed agreements with well-known multi-national entities such as beer manufacturer Heineken, ticket seller SeatGeek, and car producer Audi. But it's not only international organizations that Austin FC have decided to link up with.

H-E-B, a Texan supermarket chain that was founded in 1905 and has over 300 stores throughout Texas as well as in parts of Mexico, is also among the companies that Austin FC has linked up with. Q2 Holdings, an Austin-based financial services company entered into a naming-rights partnership with the club at the start of this year to have their name on the newly constructed stadium. And two other Texas companies: Yeti, which is responsible for producing camping and other outdoors equipment, and health care provider St. David's HealthCare have also decided to go into business with the soon-to-be MLS debutants.

And now, they've added yet another company to their growing portfolio: Diageo North America. If the name doesn't sound familiar, it's the North American branch of British-based beverage corporation Diageo. And if that name still doesn't ring a bell, well, one of their products just might: Captain Morgan rum.

As a result of this deal, which is set to run until the end of the 2022 season and is worth about $5 to 7 million per season, the Captain Morgan rum brand will get to have its logo displayed on a section of Austin FC's stadium. This area, known as the East Club, will be known as the Captain Morgan club.

For Diageo North America, Austin FC is just the latest of several MLS clubs they've linked up with in a bid to increase their brand awareness in the United States. Other teams who've signed their own deals with the beverage giants include Austin's upcoming opponents, Los Angeles FC, as well as Minnesota United, Nashville SC, and Inter Miami.


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