Atlanta United sew up Piedmont Healthcare sleeve deal

Atlanta United sew up Piedmont Healthcare sleeve deal
Major League Soccer’s (MLS) Atlanta United have extended and expanded their deal with Piedmont Healthcare, naming the provider as their first-ever sleeve sponsor.

Piedmont builds on its standing as the club’s official adult healthcare provider, with the new deal also seeing it serve as the main kit sponsor for Atlanta United 2, the franchise’s reserve United Soccer League (USL) Championship outfit.

In addition, Piedmont will receive increased branding exposure on matchdays through assets in the Mercedes-Benz Stadium, and on local TV and radio, as well as integration into Atlanta United’s social platforms.

The financial terms of the Piedmont partnership have not been disclosed, but new MLS sleeve deals are estimated to be worth between US$500,000 and US$1 million per year. 

The club becomes the second MLS team to announce a sleeve sponsor since the expanded inventory was introduced for the 2020 season, following Los Angeles FC’s agreement with Target in October 2019.

“Piedmont Healthcare is an industry leader with a strong record on quality and safety and we’re thrilled to expand our successful partnership,” said Atlanta United President Darren Eales.

Kevin Brown, President and Chief Executive of Piedmont Healthcare, added: “We are expanding our offerings in orthopaedics and this sponsorship is a great way to showcase those services. Our commitment to delivering high-quality clinical care and a one-of-a-kind experience that always puts patients first, just as we have done for our community for nearly 115 years, is a game-winning combination.”

The tie-up will also continue Atlanta United’s impressive commercial performance. Boasting the league’s highest average attendance of 52,510 in 2019, Forbes reported that last year the club secured an operating profit of US$7 million on revenues of US$78 million, one of just seven MLS franchises in the black.

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