Target Plans Expansion into U.S. Soccer

Target has unveiled a series of national, local and charitable initiatives to mark its partnership with Major League Soccer and its largest-ever push into team sports.

April 6, 2018

Initiatives will allow the retailer to be featured as the primary jersey sponsor for Minnesota United FC, support youth soccer organizations and more.

First, Target will become an official partner of Major League Soccer. The multi-year deal includes airtime during MLS broadcasts on Univision, Fox Sports and ESPN, opportunities for in-stadium experiences, player appearances and ownership of certain MLS platforms, which will be revealed at a later date.

“We’re excited to welcome Target to the soccer family,” says Kathy Carter, president, Soccer United Marketing, MLS’ commercial arm. “It’s great to see such a holistic approach being taken–from the professional ranks to the youth level. It’s also ideal timing as Target’s hometown club, Minnesota United FC, joins Major League Soccer this year. We look forward to working together for many years to come.”

In addition to the national sponsorship, Target will become an official partner of Minnesota United FC and the team’s official

jersey sponsor. The deal also includes on-field branding and events.

Finally, Target is also partnering with U.S. Youth Soccer and will become the organization’s official retailer, official partner and the presenting partner of the Target United Cup. The Target brand will also be featured within several other U.S. Youth Soccer programs, including digital media integrations and event activations.

Additionally, the retailer provided a $75,000 grant to the U.S. Soccer Foundation to support national expansion of the organization’s Soccer for Success program, which is a free after-school program to help kids establish healthy habits and develop life skills through coach mentors and family engagement.

“There are so many things that drew us to soccer–it’s multicultural, watched and played by families, and is growing immensely in popularity,” says Rick Gomez, senior vice president, marketing, Target. “We’ve partnered with several incredible organizations and vendors to invite soccer fans everywhere to engage with the Target brand in new ways.”