By Esmerelda Emerald Espino
GEICO becomes a founding partner of the World Cup-style annual North American tournament
NEW YORK AND MEXICO CITY (Friday, July 21, 2023) – GEICO and Leagues Cup announced today a multi-year partnership that makes GEICO an official founding partner of Leagues Cup – the official, annual Concacaf competition featuring every team from both MLS and LIGA MX.
GEICO, a renowned force in the insurance industry, has been providing affordable auto, home, renters and more lines of insurance to its customers for years. Now, through its partnership with Leagues Cup, the company will look to make its presence felt on the soccer pitch. GEICO’s collaboration with the annual tournament will help provide programming to LIGA MX and MLS fans throughout the competition.
Leagues Cup marks a historic moment in North American soccer; the World Cup-style tournament will take place in the middle of LIGA MX and MLS’s season, as both leagues will pause play to compete in the event from July 21 to August 19.
“The Leagues Cup is a pivotal moment for soccer, uniting some of the sport’s most devoted fans,” said Kate Jalkut, GEICO Vice President of Marketing. “At GEICO – we’re looking forward to bringing fans even closer to the game and to their favorite players, by creating interactive experiences that make it easy to share their love of the sport.”
GEICO, serving as the official home and auto insurance partner of Leagues Cup, will work to continue to make Leagues Cup a one-of-a-kind viewing experience for fans. Furthering its commitment to soccer in North America, GEICO will present the Leagues Cup “Man of the Match” platform. Leagues Cup and GEICO will work to highlight key performances throughout the tournament. GEICO will create opportunities for soccer fans, customers, and agents to participate in one-of-a-kind matchday experiences, on-site activations, player meet-and-greets, sweepstakes, and more.
“It is our privilege to officially announce GEICO as the latest official partner of Leagues Cup, an unprecedented event in the history of soccer,” said Carter Ladd, EVP of Soccer United Marketing (SUM). “We are thrilled to partner with a company like GEICO that shares our commitment to being a strong positive force for change in our communities and to serve as a founding partner and the official home and auto insurance partner of this highly anticipated tournament.”
Leagues Cup is the first tournament of its kind, and it represents the continued growth of the sport in North America. The event is just another chapter in the partnership between LIGA MX and MLS, which began in 2018. The rivalry was born during the first Campeones Cup, an annual matchup between the winners of both leagues. Despite a heated rivalry and a fervor for competition, the two leagues’ partnership is rooted in compassion and sportsmanship on and off the pitch in an effort to further the growth of the sport.
Soccer United Marketing (SUM), the commercial arm of MLS, supported Leagues Cup and tournament organizers in the delivery of this important partnership.
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ABOUT GEICO
GEICO (Government Employees Insurance Company), the third-largest auto insurer in the U.S., was founded in 1936 and insures more than 27 million vehicles in all 50 states and the District of Columbia. A member of the Berkshire Hathaway family of companies, GEICO employs more than 38,000 associates countrywide. GEICO constantly strives to make lives better by protecting people against unexpected events while saving them money and providing an outstanding customer experience. Along with personal auto insurance, commercial auto and personal umbrella coverages are also available. Homeowners, renters, condo, flood, identity theft, term life , and more coverages are written through non-affiliated insurance companies and are secured through the GEICO Insurance Agency, LLC. Visit geico.com for a quote or to learn more.
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ABOUT LEAGUES CUP
Leagues Cup represents a monumental new chapter for North American soccer. Beginning in 2023, Major League Soccer and LIGA MX will pause their seasons each summer and all 47 first division professional soccer clubs in the U.S., Mexico and Canada will compete in a World Cup-style tournament, which will qualify the top three finishers on to the Concacaf Champions Cup. Leagues Cup 2023 will kick off Friday, July 21 and will feature 77 games hosted at stadiums throughout the U.S. and Canada, with the Final taking place on Saturday, August 19. Fans in over 100 countries and regions will be able to watch Leagues Cup on MLS Season Pass on the Apple TV app, which is available on Apple devices, smart TVs, streaming devices from Roku, Amazon, and Google, game consoles, and the web at tv.apple.com. In addition, TelevisaUnivision, FOX Sports, TSN and RDS will be the linear broadcast home for select Leagues Cup matches in the United States and Canada.
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ABOUT SOCCER UNITED MARKETING
Soccer United Marketing (SUM), the commercial arm of Major League Soccer, is the preeminent commercial soccer enterprise in North America, overseeing the commercialization, marketing, promotion, and operational execution of the region’s most successful soccer entities. SUM holds the exclusive rights to Major League Soccer, the Mexican National Teams for the U.S. market (MexTour and MexTour W), Leagues Cup, Campeones Cup, Copa Angelina and Concacaf Properties (including Concacaf Gold Cup™, Concacaf Nations League Finals, Concacaf Champions Cup and Concacaf W). In addition, SUM held the promotional and commercial rights to the highly successful 2016 Copa America Centenario.
COURTESY LEAGUES CUP COMMUNICATIONS
