Union and Bimbo Bakeries renew jersey sponsorship through 2028
The team will continue its commercial partnership with the baked goods brand that began in 2011.
The Union and Bimbo Bakeries have renewed their commercial partnership that puts the baked goods brand on the front of the team’s jerseys.
A relationship that started in 2011 will continue through 2028. This year marks the last season of the third chapter, which started in 2020. The fourth will cover five more seasons.
The Union will continue to put the Bimbo brand name on their primary jerseys, and a different baked goods brand from the company on their secondary jerseys. It has been Artesano breads for the last few years; now it will be Thomas’ English muffins. Doing so keeps a way for Union fans to buy shirts if they don’t like the English connotation of the company’s name — and that caucus has been loud for a long time.
The official announcement called it a “multimillion-dollar” deal, with no further details. A Union spokesperson declined to provide specifics.
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The 2020-23 term’s financials weren’t public either. Before then, Bimbo paid around $2.3 million per season from 2015-19 and $3 million from 2011-14. In 2010, the Union’s first season, the jerseys had no sponsor.
Bimbo’s North American headquarters is in Horsham, giving the global conglomerate a local flavor. The company has sponsored a range of soccer teams across North and Central America over the years.
The Union will unveil their new alternate jersey for this year some time before the season starts on Feb. 25, though no official date has been set yet. The lightning bolt-themed, light blue and yellow uniform of the last two seasons has been retired.