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Multi-Year Deals with Colorado Rapids, Seattle Sounders FC, and St. Louis CITY SC Highlight Commitment to Communities and Fans Across the Country

MADISON, Wis., April 5, 2023 – American Family Insurance today announced multi-year partnerships with the Colorado Rapids, Seattle Sounders FC and St. Louis CITY SC, each representing an exciting opportunity to support the passion of a committed fan-base. The partnerships salute the clubs, players and fans who inspire each other to dream fearlessly.

“We’re proud to expand our commitment to creating stronger connections in communities, especially with our local agency owners, through partnerships with the Colorado Rapids, Seattle Sounders FC, and St. Louis CITY SC,” said Sherina Smith, chief marketing officer, American Family Insurance. “These partnerships give us unique opportunities to connect with the teams’ passionate fan bases, while also supporting more community initiatives and organizations in each city that align with our shared values and have a meaningful impact.”

Soccer’s popularity is on the rise, and American Family Insurance is proud to be part of this growing movement. Since 2017, American Family has been actively involved in the sport, joining forces with Atlanta United as their kit partner before the team’s first season. Since then, they’ve seen firsthand how soccer ties deeply into local cultures, making it an authentic and powerful way to build stronger relationships with communities. Soccer’s passionate and diverse fan base is a perfect complement to American Family’s commitment to supporting the game in the U.S. while having a positive impact in communities.

American Family Insurance’s commitment to soccer goes beyond branding and signage. The company is expanding its onsite presence, agency owner integration and community initiatives in each of the new cities it is partnering with, supporting local organizations that align with its shared values with the clubs. In Atlanta, the company partnered with Soccer in the Streets, a community organization, to make soccer more accessible and culminating with an annual youth soccer tournament. Community initiatives will be implemented in partnership with each soccer club, creating a ripple effect in the wider community and allowing local agency owners to get involved.

Marketing and sales solutions agency IdeaQuest led negotiations with each of the MLS Clubs on behalf of American Family Insurance. Sports marketing agency rEvolution is supporting American Family Insurance with strategy, activation and measurement of the MLS Club partnerships.

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About the American Family Insurance group
Based in Madison, Wisconsin, American Family Insurance has been serving customers since 1927. We inspire, protect and restore dreams through our insurance products, exceptional service from our agency owners and employees, community investment and creative partnerships to address societal challenges. We act on our belief in diversity and inclusion by constantly evolving to meet customer needs and preferences. American Family Insurance group is the nation’s 12th-largest property/casualty insurance group, ranking No. 251 on the Fortune 500 list. The group sells American Family-brand products, primarily through exclusive agency owners in 19 states. The American Family Insurance group also includes CONNECT, powered by American Family Insurance, The General, Homesite and Main Street America Insurance. Across these companies the group has nearly 13,000 employees nationwide.