I was just re-reading a post yesterday that I had written just prior to the NHL season regarding the Washington Capitals Logo and how the eagle somewhat resembled the D.C. United’s Logo. Ironically, today the D.C. United unveiled new uniforms, which don’t feature a new eagle form or anything of the like. In fact, the uniforms haven’t changed much at all, if you exclude the large Volkswagen logo planted smack dab in the middle of the jersey.
That’s right, the D.C. United now sport the big VW on their uniforms and from what I’m gathering, the reception has been rather good. You can read more about the finer details by visiting the team’s official blog, Behind the Badge.
“We left our jersey blank for a long time because it was so important that the brand we associated with matched up and complemented our D.C. United brand,” said D.C. United managing partner Victor MacFarlane. “I’m pleased to say we’ve found that brand.”
Not being a passionate soccer fan myself, I suppose I’m unsure of how autos conceptually meld with soccer. I realize that the sport has a stronger following in Europe and Volkswagen is European, so I guess that’s something, but we’re in America, right? Anyway, I do like the jerseys and having one of the most well-established symbols on the planet, can only help the sales of merchandise and ticket sales.
In terms of co-branding, D.C. United’s team logo is obviously not the focal point. I presume that with soccer, this is more of the trend, or perhaps this is helping establish a trend where sponsors play more of a central role in the marketing. Perhaps this sport’s marketing will evolve to be somewhat akin to Nascar, where the focal point on the cars is the sponsor.
In any case, Volkwagon is a great brand, soccer is a far reaching sport, and the D.C. United has been one of the most successful teams in the MLS, so this should a great development. Per the agreement itself, the new arrangement gives Volkswagen licensing rights to the United’s jerseys, stadium displays, and preference for stadium naming rights when a new one is determined. The deal is reported to be one of the most lucrative to date for the sport in the U.S., at an estimated $14 million.
Volkswagen’s initiative was conceived in conjunction with their recent re-location of their stateside headquarters to my hometown of Herndon, VA, a suburb of Washington D.C. “We are very proud to be part of the greater Washington, D.C. community,” said Stefan Jacoby, president and CEO of Volkswagen’s U.S. division. “We always said when we moved to D.C. and when we moved closer to our customers, to be a real marketing organization, we want to be also showing our local commitment by partnering with a great organization in this area and we are happy that you waited so long for us.”
I have a feeling that the arrangement will work out well, and we should be seeing these jerseys around town pretty soon!