A new bimbo in town

A huge coup for the Philadelphia Union that is probably leaving much of sports community shaking their head in disbelief right now: Union Eye Global Recognition With Bimbo Sponsorship.

This is one of those instances where a brand has so much stronger cache abroad than here at home. Bimbo Bakeries, for those you who may not already know, is a huge food manufacturer and the largest bakery in the US. Its parent company is Grupo Bimbo in Mexico.

And, because you're already thinking it, the company is pronounced, "Beem-bo."

Having Bimbo plastered loud and proud on their soccer Jerseys should--will--help raise the new club's international stature. And having such a conglomerate serve as your club's sponsor will go a long way in establishing credibility, especially among the Latino and Hispanic communities, where many of the world's top footballers come from. It could lead to a recruiting bonanza if managed properly, and help drive sales in targeted corners of Central America.

But at what expense? I think the Union are going to have to endure a lot of ridicule from sports fans who don't follow soccer. And for the next four+ years, every time the Union appear on ESPN, or Comcast, or the nightly news, the club will be inexorably and visually tied to the Bimbo brand name and logo.