With complaints about McDonald's sponsorship of the World Cup still sounding, Adweek is reporting that the United States Youth Soccer Association has signed a multiyear deal making Burger King its official quick-serve restaurant partner.
BK has said it would leverage the deal through "integrated marketing communications campaign that includes national restaurant promotions and a series of Burger King and youth soccer programs."
The US Youth Soccer Assoc. has 3 million registered players between the ages of 5-19.
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