In its first foray into sports marketing, Maytag has become a corporate sponsor of the Women’s United Soccer Association (WUSA) for the 2002 and 2003 seasons.
As part of the deal, Maytag has been designated “Official Home Appliance Sponsor of WUSA,” and will sponsor the post-game Autograph Alley at each stadium, where fans can meet and interact with the players. The majap manufacturer also plans to bring its famed Maytag repairmen to several games throughout both seasons, and will showcase its Mobile Marketing Tour — a semi-trailer truck filled with working appliance innovations — at six games.
In addition, WUSA and Maytag will collaborate to promote community-based programs that will include player appearances and soccer-related activities in each of the eight WUSA markets.
“The WUSA is an ideal sports sponsorship opportunity for Maytag, considering its appeal to women and families,” said Maytag brand manager Kristi Lafrenz. Indeed, Maytag consumers and WUSA viewers share the same demographic profile: women ages 22 through 49 who are predominantly moms.