CHESTER, Pa. (Jan. 31, 2023) – Philadelphia Union and Bimbo Bakeries USA, Inc., the largest baking company in the United States and proud member of the Grupo Bimbo family of companies, announced a multiyear multimillion-dollar partnership renewal as the club’s official front of kit sponsor. Bimbo Bakeries USA and the Union first entered into an agreement in 2011, and the company, with its U.S. headquarters, in Horsham, PA, is one of the Union’s longest-tenured partners.
To mark the renewal, Thomas’® will be introduced on the upcoming 2023 secondary kit, and Bimbo Bakeries USA and the Union will relaunch the Philadelphia Union U-Serve platform, a first-of-its-kind fan-volunteer rewards program. In addition, the Bimbo® and Thomas’® brands will be featured on all jerseys across the organization, including the first team, Philadelphia Union II, and Philadelphia Union Academy, furthering the commitment to the player pathway.
“Bimbo® has become synonymous with the Philadelphia Union, having been proudly worn by our team since 2011,” said Tim McDermott, Philadelphia Union President. “What keeps the partnership fresh is the shared values of community service and innovation, such as our Philadelphia Union U-Serve program. We look forward to many more years of creating memories together on and off the field.”
“Bimbo Bakeries USA is excited to continue our sponsorship with the Philadelphia Union and showcase Thomas’®, the number one bakery breakfast brand in the U.S., on the team’s away kit,” said Dana Connors, Vice President, Corporate Affairs at Bimbo Bakeries USA. “As we live our Purpose of Nourishing a Better World, we are committed to strengthening the communities where we live and work so we are particularly proud to present the Philadelphia Union U-Serve program and work alongside the Union and their fans to strengthen our hometown community.”
In 2020, the two organizations were the first in Major League Soccer to introduce two different brands on home and away jerseys. Artesano® Bakery Bread was first featured on the secondary kit in 2020 and continued on the fan favorite 2021 BY|U kit. The 2023 secondary jersey will now feature Thomas’® with the primary jersey remaining Bimbo®.
The two companies also reintroduced Philadelphia Union U-Serve, a first-of-its-kind volunteer rewards program. With both organizations deeply rooted in the community, the U-Serve platform allows fans to earn exclusive Union rewards while giving back. U-Serve recently launched a brand new website platform introducing new community partners and hundreds of volunteer opportunities available throughout the season. The match on April 1 against Sporting KC will be U-Serve Night presented by Bimbo Bakeries USA to honor both organizations’ commitment to the community. For more information, please visit Philadelphia Union U-Serve.