United to Ascend
Leidos and D.C. United team up for hat trick of success in business,
on the field, and in the community
on the field, and in the community
Three to Five Years
Shirt sponsorship, In-game experiences, Community events
37 televised games, 1 million+ impressions annually
Leidos recently announced a long-term relationship with D.C. United®, the most storied franchise in Major League Soccer® (MLS®), that will all begin with the Leidos name and logo proudly emblazoned across the chest of the club's jersey starting in 2014.
Leidos replaces Volkswagen as Presenting Partner, better known to fans as "shirt sponsor," for United over the next three to five years, adding its mark to a jersey that epitomizes tradition and class. The Leidos wordmark will appear with the Leidos company symbol, referred to as the "Vertex," in crisp, all-white letters to complement the classic and clean style used throughout United's new look.
To Leidos, the Vertex is a symbol of how the company applies multiple perspectives to find unexpected solutions to challenging problems in national security, health, and engineering. When these different insights and capabilities converge, they form a truly unique perspective on solving customers' problems.
The Leidos logo will also appear on signage throughout the team's stadium during home games. The club recently announced plans to build a new world-class stadium in the Buzzard Point area of Southwest D.C. that will seat 20,000 to 25,000 fans. United is scheduled to play 34 regular season games in 2014, including 17 home games, and has plans to visit Southeast Asia or Europe for "friendly" games. Eight of the 34 regular season games will be broadcast nationally.
Aligning with Leidos will add real value to United. The revenue and notoriety a shirt sponsor brings is invaluable to MLS clubs, and the extra revenue from a Leidos sponsorship will make United more competitive. Shirt sponsors are also signs of big-time franchises in the league. In turn, Leidos will increase brand recognition by having its name on all official United jerseys worn by the team and sold to fans for the duration of the partnership. Leidos hopes to help the club return to its glory days of the late '90s, when the team won three MLS Cups in four seasons from '96-'99. United has also won more Supporter's Shields, awarded to the club with the best record after each season, than any other MLS franchise.
"We are extremely excited for the opportunity to work with such an innovative company that recognizes the value of our sport and our brand, both here and around the world," said Jason Levien, Managing Partner, D.C. United. "We look forward to many successful years working together to help accomplish each other's goals. We thank Leidos and their 23,000 global employees for their support and friendship."
D.C. United is the most successful club in MLS history
(Photo by USA Today Sports Images).
In addition to Presenting Partners, United and Leidos will also become charitable partners, as the two will join together for exciting opportunities in community outreach, including plans to honor our servicemen and women for Armed Forces Week.
“Soccer is a growing, global sport, and Leidos is a growing company with our eyes on the future.”
As noted in a press release from Leidos, interest in soccer, specifically MLS, continues to rise. The MLS fan base is the fastest growing of any sport, and the league continues to attract popular players from overseas, increasing league awareness, and in turn, awareness of its sponsors. For example, MLS is home to international and U.S. national team stars like Thierry Henry (France) and Clint Dempsey.
According to Forbes®, the MLS fan base is the fastest-growing of any sport, outpacing all others in the 10-year periods from 2001 to 2011 as well as 2002 to 2012. The surge in the sport's popularity offers a unique opportunity for Leidos to reach a diverse and growing fan base as it builds brand recognition.
"We are extremely excited for the opportunity to work with such an innovative company that recognizes the value of our sport and our brand."
MLS is expanding its reach with three new clubs set to debut in the coming years, including franchises in Orlando, Miami, and a second New York team affiliated with the popular Barclays Premier League® club Manchester City™ and the New York Yankees™.
"Soccer is a growing, global sport, and we are a growing company with our eyes on the future," Leidos CEO John Jumper said. "This sponsorship will help enable us to get exposure not only locally, but throughout the country and internationally."
Leidos, evolved from SAIC, has a 45-year history and is a top employer in the D.C. area with more than 6,000 employees in the national capital region.
D.C. United, Major League Soccer, and MLS are registered trademarks of Major League Soccer, L.L.C. in the U.S. and/or other countries. Barclays Premier League is a registered trademark of Barclays Bank PLC and The Football Association Premier League Limited in the U.S., United Kingdom, and/or other countries. Manchester City is a trademark of Manchester City Football Club, Limited in the U.S. and/or other countries.