Glidden and ICI Paints are the official Paint of MLS,
and Futbolito since 2006.

In the first year, Glidden sponsored the grass roots Futbolito Soccer tour and enhanced their sponsorship by giving out custom soccer balls for each event and with a giant inflatable paint can visible from hundreds of feet away from the field. This allowed them to really own the events. Glidden sponsored four teams in each market and gave $1,000 to the winning team.

Glidden supported their MLS sponsorship with a national “Million Dollar Draw” contest that offered $1,000,000 to anyone who could determine the scores in the World Cup matches.

In 2007 Glidden stepped up their activation plans all around. The Futbolito events included a giant double slide at the events which made an even bigger impression and provided entertainment for the kids at the event. Glidden continued to sponsor teams in each market, offering prizes to the winning teams and custom soccer balls to all who attended.

The National program for 2007 included a “Show Your Team Colors” contest to support the Corporate Team Colors initiatives. This two part contest offers a trip to the 2007 All Star Game and a trip to the 2007 Final Cup Game. The promotion is supported with Fox Soccer Channel.

The Fox Soccer Channel also features the Glidden goal of the week and several on air mentions for Glidden’s soccer support.

Glidden introduced a merchandising campaign for their retail stores that features their products and key players from MLS. This high profile campaign has caught the attention of many this year.

Also in 2007 Glidden has stepped up their support with Galaxy and has been a local sponsor of the team. This has allowed them to have a greater presence with the Galaxy and have a greater impact with more grass roots marketing efforts in the LA market.

In 2008 Glidden will continue to step up their marketing efforts with Major League Soccer, Futbolito and now the Columbus Crew. Read the full details in the official press release.