Bruster's Real Ice Cream announced a multi-year partnership with Atlanta United to become the Major League Soccer team’s exclusive ice cream partner. The deal—Bruster’s first with a major league sports team—extends through the 2019 and 2020 seasons.
“This first-ever partnership represents a huge leap forward in expanding our brand presence,” says Jim Sahene, Bruster’s CEO. “Soccer is growing rapidly among young American consumers and is on the verge of becoming their favorite sport.”
A variety of promotions will allow Bruster’s to engage with Atlanta United fans online, in-store and in-person at matches, which are played at Mercedes-Benz Stadium. “Bruster’s is all about celebrating special moments and creating memories,” Sahene adds. “This partnership brings together a favorite Atlanta treat and a growing, family-oriented sport to create great shared experiences.”
Bruster’s premium, freshly made ice cream is already sold in Mercedes-Benz Stadium. Sahene said the partnership’s goal is to increase the brands’ regional visibility, as well as sales, in both the stadium and at the chain’s nearly 60 stores in Georgia.
“We could not be happier to partner with Bruster’s Real Ice Cream, a company that shares our passion for creating memorable experiences,” says Tim Zulawski, senior vice president and chief revenue officer of AMB Sports and Entertainment. “Atlanta United is known for its exciting atmosphere inside Mercedes-Benz Stadium, and we are thrilled to have Bruster’s enhance our matchday experience."
Bruster’s Real Ice Cream features 150 flavors of premium, handcrafted ice cream, yogurt, Italian ice and sorbet. Starting with a proprietary, home-style mix delivered fresh from its dairy, Bruster’s Certified Ice Cream Makers in each shop craft at least 24 flavors every day. There are nearly 200 independently owned locations in 20 states, Guyana and South Korea. Click here for franchise information.
Atlanta United joined Major League Soccer in 2017 and became just the fourth expansion team in league history to qualify for MLS Cup Playoffs. The club set multiple league records including season tickets sales, single-game attendance, single-season average and total home attendance. Owned by Arthur M. Blank, Atlanta United plays its home matches at Mercedes-Benz Stadium.