PRO Case Study
Case Study: How a Young Company's History-Making Soccer-Jersey Sponsorship Increased Sales, Brand Recognition and More
by Kimberly SmithCompany: XanGo, LLC
Contact: John Digles, XanGo's Chief Marketing Officer
Location: Lehi, Utah
Industry: Consumer packaged goods, B2C
Annual revenue: $1,000,000,000
Number of employees: 700
Quick Read:
XanGo, LLC prides itself as a company of firsts. Founded in 2002, it was the first to market a beverage containing mangosteen, a Southeast-Asian fruit that contains xanthones, which purportedly aid cartilage and joint function, maintain intestinal health, and boost the immune system.
In November 2006, it also became the first to land a jersey-front Major League Soccer sponsorship, a landmark deal that is changing the face of professional sports in the US.
But alongside the many opportunities lay inherent risks: It was the first US sports sponsorship of its kind, and there was no model or promotional framework to follow—nor any guarantee that the American public would welcome such advertising.
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