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A pitch for business Red Bulls focused on new partnerships at Harrison arena

By Joshua Burd, March 23, 2015 at 3:00 AM


Suites at Red Bull Arena are all-inclusive, making them hassle-free for corporate partners. - (PHOTO BY AARON HOUSTON)

For the New York Red Bulls, it was a landmark deal in more ways than one.

With their season just underway, the soccer club in March unveiled a marketing partnership with the Japanese heavy equipment maker Yanmar. Not only was it the largest sponsorship deal in club history — it marked the first time another company will have its name on the team's training jerseys and a permanent sign inside Red Bull Arena.

“It's big for us to allow that, because we only select very few partners to be co-branded with Red Bull in our building,” said Marc de Grandpre, the club's general manager. “So it speaks to the synergies between the cultural values of the company.”

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