Major League Soccer Partnership With The Latino Book & Family Festival.

Major League Soccer (MLS) announced today a multi-year partnership with the Latino Book & Family Festival (LBFF) that will have both organizations engage in meaningful cross-promotions and other mutually supportive activities. As part of the alliance MLS will grant LBFF the designation of “Official Promotional Partner.”

“I am delighted to announce this important new initiative between Major League Soccer and the Latino Book & Family Festival,” said MLS Commissioner Don Garber. “The Latino Book & Family Festival is a terrific event that year after year celebrates the Latino culture and most importantly, promotes literacy and education.”

As part of the partnership agreement, MLS and participating clubs will assist in building traffic for the festivals by bringing soccer stars for autograph sessions and soccer clinics, where appropriate, and by fully participating in festivals taking place in MLS cities. MLS will also grant LBFF the right of use of MLS player’ likenesses and other
MLS intellectual property to promote the festival. Additionally, MLS will promote the festivals taking place in MLS cities through press releases and postings in its official web site MLSnet.com and its Spanish counterpart, MLSnet.com/espanol.

“We are thrilled about joining forces with MLS,” said renowned actor/director Edward James Olmos, the festival official producer and spokesperson. “Soccer is the number one sport by far among the vast majority of Latinos in the U.S. We look forward to bringing the excitement of Major League Soccer to our festivals! I think that soccer balls and books, education and sports, go hand in hand. We couldn’t ask for a better partner.”

Under the terms of the alliance, LBFF will provide participating MLS clubs with reduced rates for exhibition space at selected festivals and other related benefits. LBFF will also promote the league through various vehicles, including its official souvenir program and official web site.

“This major event showcases the diversity of our multicultural society and its importance,” added Commissioner Garber. “We are proud to be associated with Edward James Olmos and this meaningful and fast growing event.”

Mark Noonan, MLS Executive Vice President, Marketing and Fan Development said: “Major League Soccer is the meeting place for a new America featuring a multicultural fan base like no other in American pro sports. Our players are a reflection of this hailing from over 30 countries adding talent and diversity to our league.”

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