The New York Red Bulls have inked the largest marketing partnership in their history, teaming with a Japanese heavy equipment maker that will have a presence on the club’s training jerseys and permanent branding inside its arena in Harrison.The soccer club did not disclose the financial terms of the partnership with Yanmar. But a source familiar with the transaction, who was not authorized to discuss it publicly, said it’s a seven-figure deal that spans multiple years.



Yanmar, a 103-year-old company now seeking to expand into the U.S., will have its logo displayed on both sleeves of the club’s training jersey and permanent signage in the lower bowl level seating in Red Bull Arena, the club announced. The company also will have private luxury suite access for all home games and a digital and broadcast presence throughout the season.



The Major League Soccer club, which began playing in 1996 as the New York MetroStars, was renamed the New York Red Bulls after being acquired by the energy drink giant in 2006. Since then, Red Bull has been the only branding on the club’s equipment.



Marc de Grandpre, the club’s general manager, said the deal is “landmark not only for us, but for the MLS,” pointing to Yanmar’s partnership with Manchester United of the English Premier League.



“To us, that was a big statement as to what we represent,” de Grandpre said. “And I think it comes down to the infrastructure we have here, what we have at our training facility and the reach we have.”



Yanmar also will be designated as the Red Bulls’ official agricultural machinery provider, marine provider, diesel engine provider and utility vehicle provider. The company, which created the world’s first commercially viable small diesel engine in 1933, has grown its focus from agriculture to other areas such as the marine industry and construction equipment.



“As Yanmar uses soccer as the game to build their brand in this country, we are honored to be the club to help drive this awareness and exposure,” de Grandpre said. “Both brands exhibit the same passion for the synergistic core values around innovation and community.”



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