Austin FC Gets Even Cooler

While Austin has always championed the Texas Longhorns, the city has not been able to formally claim a professional sports team as its own. Until now that is! Major League Soccer (MLS) has partnered with Austin to form its 27th Club, Austin FC. 

Set to begin their season next year, Austin FC has started building their stadium and locking in sponsors. Sponsors are eager to take advantage of the advertising benefits tied with the professional team, especially the jersey design as it is one of the most important parts of the soccer program. Sponsors recognize that thousands of jerseys will be distributed, which means maximum exposure for a brand. While most MLS teams have sponsors in the healthcare, financial services, or multi-level marketing industries, Austin FC’s jersey sponsor is much cooler, literally.

YETI, the Austin-based lifestyle brand specializing in coolers, and Austin FC have reached a multi-year sponsorship agreement in which they will become the Club’s Official Jersey Partner as well as a Founding Partner. As one of the most recognizable brands in the city, we at TXADPR believe there is no better brand to be displayed across the players’ chests. Although terms of the agreement were not publicly disclosed, a similar deal was reported last year with FC Cincinnati that brought in around $5 million per year. 

YETI and Austin FC’s collaboration extends beyond jerseys. In addition to YETI’s creation of  products featuring FC logos, the sponsorship will also be a presenting sponsor of Austin FC’s sustainability efforts. YETI sponsoring green initiatives in the stadium, eco-friendly jerseys, and more will allow the brand to more directly represent its identity. 

It’s guaranteed that YETI will continue to release lots of great content to supplement the deal and increase anticipation for the start of Austin FC’s season. Aside from YETI, we at TXADPR are already thinking about other sponsors that will jump at a deal with FC. Who do you think will join the sponsorship team for Austin FC? Let us know @TXADPR on any of our social media platforms!

Hallie Merz
Master's Student