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Next time, the MetroStars might want to find a player named Capri Sun. Or maybe there’s a Brazilian out there named Snickers.
When Major League Soccer’s New York franchise signed Jonny Walker last summer as its new goalkeeper, it seemed like marketing synergy of the highest order—the whiskey brand Johnnie Walker had, coincidentally, signed on as a Metro sponsor the year before.
The added value for the sponsor was immediate, as fans quickly worked out “Red label!,” “Black label!” and “Blue label!” chants to rate Walker’s saves—something the 29-year-old got used to during his long career in the Chilean soccer league.
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