North American soccer's governing body Concacaf has announced a new partnership with US restaurant chain Chili’s Grill & Bar ahead of its 2024 Nations League Finals.
Chili’s will serve as the official restaurant of the event, which will take place in the US this Thursday (March 21) and Sunday (March 24) at the 80,000-capacity AT&T Stadium in Arlington, Texas.
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The restaurant chain’s branding will be prominently displayed across the two semi-final fixtures, third-place playoff, and showpiece final of the multi-day international soccer event through in-venue signage.
Men's national teams of the US, Jamaica, Panama, and Mexico will all compete across the tournament.
Furthermore, Chili’s branding will also feature in TV broadcast promotions.
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Sports marketing agency Soccer United Marketing (SUM), a branch of US top-tier soccer league MLS, helped to deliver the partnership.
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By GlobalDataThe firm was set up in 2002 as a for-profit marketing business and in 2016 was made the official worldwide marketing partner of Concacaf, as well as its South American equivalent, Conmebol.
SUM also offers its services to several clients, including the Mexican Football Federation governing body, but in 2021 lost US soccer as a client.
Concacaf also recently agreed a partnership with hotel chain Hilton for its W Gold Cup women’s national team competition and its Champions Cup club competition.
