Jorge Campos joins Team Bimbo.

Jorge Campos, a symbol of Mexican soccer and one of the world’s best goalkeepers, is teaming up with Mexico’s leading baking company in a promotional program aimed to coincide with the upcoming World Cup.

“We are excited that one of the world’s most recognized athletes is joining our team to help promote our products,” said Juan Esaa, Bimbo brand manager. “Jorge Campos is a true legend and household name among our customers both young and old while Bimbo is one of the most recognized and respected brands among Hispanic consumers.”

Campos’ picture will be featured on point-of-purchase displays throughout the U.S. during the promotional program. The displays include six foot tall cutouts of Campos and feature the slogan “Solo necesitas pasion.” Over a million loaves of Bimbo bread will feature new packaging showing five different images Campos, current mentor of Mexican team, relevant information and his signature. Campos will make appearances at grocery stores in Southern California in May to support the program.

“Just as Campos’ passion made him a world class champion, Bimbo’s passion for creating the highest quality products has made us a world class leader in the baking industry,” said Esaa. “This program links our passion for our work with our customers’ passion for soccer.”

The Campos endorsement is just one part of the new Bimbo initiative. Bimbo is a sponsor of the Torneo Mexicana, a new amateur soccer tournament for those living in the United States aged between 15 and 19. The Bimbo logo will appear on over 13,000 jerseys during the tournament arranged by soccer Mexican legend Enrique Borja. Bimbo is also releasing a new :30 second Spanish-language television spot to air on major Hispanic stations.