Snapshot
November 06, 2014

Amway signs on as official sponsor for San Jose Earthquakes

Participating in this sponsorship deal:

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About Sponsor:

Amway is a direct selling company and manufacturer that uses network marketing to sell a variety of products, primarily in the health, beauty, and home care markets.[3][4][5] Amway was founded in 1959 by Jay Van Andel and Richard DeVos. Based in Ada, Michigan, the company and family of companies under Alticor reported sales growth of 9.5%, reaching US$9.2 billion for the year ending December 31, 2010.[1] Its product lines include home care products, personal care products, jewelry, electronics, Nutrilite dietary supplements, water purifiers, air purifiers, insurance and cosmetics. In 2004, Health & Beauty products accounted for nearly 60% of worldwide sales.[6][dead link] Amway conducts business through a number of affiliated companies in more than a hundred countries and territories around the world.[7][dead link] Amway was ranked No.114 among the largest global retailers by Deloitte in 2006, and No.32 among the largest private companies in the U.S. by Forbes in 2010.[8] Amway's business practices have been the subject of controversy and the company has been involved in several court cases in the United States,[9][10][11] Canada,[12] and elsewhere.[13]

About Property:

The San Jose Earthquakes professional soccer team is located in the San Jose, California, United States suburb of Santa Clara, and participates in Major League Soccer (MLS). The team is one of the ten charter members of MLS which competed in the league's first season in 1996 (originally as the San Jose Clash), and took part in the first game in MLS history, defeating D.C. United 1–0. Following the conclusion of the 2005 MLS season the franchise was officially put on hiatus and the players, head coach Dominic Kinnear and some of his coaching staff were moved to Houston, Texas, where they became the Houston Dynamo. After a two-year absence, the Earthquakes resumed play for the 2008 season.

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Published January 27, 2009 Amway Global has signed a three-year partnership with the MLS Earthquakes starting this season that will see the "company's name on the front of the team jerseys," according to Ben Klayman of REUTERS. In addition to the shirt sponsorship, Amway will also receive signage during home games at Santa Clara Univ.'s Buck Shaw Stadium. Terms of the deal, which marks the 11th shirt sponsorship in MLS, were not disclosed, but sources said that it is in the range of $2-3M annually. Amway Global Managing Dir Steve Lieberman said that the company was "attracted to the large and growing Hispanic population in San Jose, which boasts the fourth largest concentration of Amway's field representatives." The partnership also allows Amway to reintroduce its brand in a "family-friendly atmosphere." Klayman notes the Earthquakes lost $2.2M last season, their first since re-entering MLS, and Earthquakes Owner Lew Wolff said that officials "expect the loss to be cut" to about $1M with the "help of the Amway deal" (REUTERS, 1/27). In addition to signage in the Earthquakes' stadium, Amway also will receive a 30-foot blow-up jersey at the stadium and rights to pass out product information on-site. The Earthquakes will create an "Amway Street Team," which will go out into the community to promote Amway and the Earthquakes. The club, which put the deal together, began talking with Amway in October about a smaller sponsorship that opened the door to the jersey sponsorship. The William Morris Agency was not involved in the negotiations but it is working with the club on issues around the Earthquakes' stadium development in San Jose. Earthquakes Exec VP/Business Operations David Alioto said the deal has no ties to the naming rights around that stadium (Tripp Mickle, SportsBusiness Journal).
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