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Major League Soccer and Panasonic Renew Multiyear Partnership

February 9, 2009 - Major League Soccer (MLS) News Release


NEW YORK (February 9, 2009) - Major League Soccer and Soccer United Marketing, MLS' marketing arm, today announced a three-year partnership extension with Panasonic, renewing the company's status as the Official Consumer Electronics partner of Major League Soccer. Panasonic has been an MLS partner since the beginning of the 2003 season.

"MLS is extremely pleased to renew its relationship with Panasonic," said Doug Quinn, president of Soccer United Marketing. "Panasonic is an industry-leading, premium global brand occupying a strategic position within the sport of soccer. We look forward to building upon our partnership for years to come."

Returning as an official partner of MLS, Panasonic will continue to receive exclusive onsite promotional rights at all MLS regular season and playoff games as well as at MLS special events including the Pepsi MLS All-Star Game and MLS Cup. Additionally, in an effort to support Panasonic's growing presence at retail, targeted marketing and promotional rights, including use of MLS League and team marks, are included in the partnership. Panasonic will continue to tap into MLS' growing grassroots footprint returning as a presenting partner of MLS Futbolito, the official 4v4 competition of MLS. Player appearances, advertisements in MLS publications, in-stadium field boards and a heightened online presence on www.MLSnet.com round out the integrated partnership.

Panasonic is a worldwide leader in the development of High Definition technology including its award winning line of VIERA Plasma and LCD HDTV's, Blu-ray Disc Players, Home Theater Systems, HD Camcorders and LUMIX Digital cameras. Panasonic's VIERA Plasma HDTV's are renowned for their clear, vivid picture quality and, connected to Panasonic's Blu-ray Disc players, for delivering true-to-life colors in Full 1080p HD which are faithful to the original film.

"Panasonic is proud to continue our successful partnership with Major League Soccer," said Shiro Kitajima, President of Panasonic Consumer Electronics Company. "Soccer is a truly international sport and we see the MLS as a vital way for us to communicate with consumers across a wide range of ethnic and geographical lines at both the grassroots and national levels. We look forward to further enriching our relationship with our customers through this channel."

Panasonic joins the MLS corporate family including: Official Sponsors - adidas, American Airlines, Aquafina, Budweiser, Chase, Diageo, Dick's Sporting Goods, Gatorade, The Home Depot, Makita USA, NAPA, Pepsi Co., U.S. Soccer Foundation, Visa, Volkswagen, Xbox 360; and Corporate Partners - ICI Paints, and Red Bull.

Major League Soccer's 14th season begins with "First Kick," the weekend of March 19-22, 2009, when 14 teams kickoff the 2009 MLS regular season. Highlights of First Kick include the inaugural game for 2009 expansion team Seattle Sounders FC. Seattle, the League's 15th team hosts the New York Red Bulls, MLS Cup 2008 finalists, on Thursday, March 19 at 9 p.m. ET on ESPN2 and ESPN Deportes.

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