Fledgling soccer league ready to draft ad agency.

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  • Additional Information
    • Subject Terms:
      UNITED States
    • Subject Terms:
      MAJOR League Soccer (Organization) 883077141 ; MCDONALD'S Corp. MCD
    • Subject Terms:
      BERNSTEIN, Randy
    • Abstract:
      This article reports on Major League Soccer's (MLS) search for an ad agency with the hope of positioning itself as a top U.S. sports league after an inaugural season that surpassed expectations. Five agencies will make presentations on the $2 million account in January 1997, according to Randy Bernstein, league senior vice president-corporate marketing. The agency will support MLS by creating brand image spots and promotions for its telecasts on ABC and ESPN, and its all-star game and playoff matches. MLS is also looking to its sponsors to promote the league and its players in national advertising. McDonald's Corp. paired MLS star Tab Ramos with Scottie Pippen of the Chicago Bulls basketball team in a spot from Leo Burnett USA, Chicago, that broke on January 1, 1997 during the ABC broadcast of the Rose Bowl.