The “Bimbo”-fication of the Philly Union

MLS team to wear "Bimbo" on their chests

Selling out to a corporate sponsor has become tradition in international soccer but the Philadelphia Union found a way to make their second season in the MLS something memorable before it even starts thanks to the company name they will be wearing on their chests.

A bunch of “Bimbos” will be running around in PPL Park in Chester next season.

No, it’s not Bimbo but rather BEEM-BO, the U.S. branch of the Mexican baking company that markets everything from Arnold bread to Boboli to Entenmann’s. The all-caps BIMBO logo will be sprawled across the front of the blue and gold Union jerseys as part of the franchise's first uniform sponsorship deal, the Union announced Tuesday.

Putting “Bimbo” on the chest of stars like Danny Califf and Sebastien Le Toux could seem a bit strange.

But there is no shame in being labeled a Bimbo -- it’s actually quite lucrative. The 4-year, $12-million deal will be having the sons and Ben and others dressing like Bimbos and that thrills Union brass.

“(Tuesday’s) announcement is yet another defining moment in both Philadelphia Union’s and Major League Soccer’s history,” said Philadelphia Union CEO & Operating Partner Nick Sakiewicz.  “The Union brand is about authenticity and you don’t get more authentic than Bimbo. We’re honored to partner with such a major international company with a rich soccer tradition and longstanding commitment to world class products and outstanding customer service.”

Hold on is he missing the humor in putting “Bimbo” on everything?

The outrage (and laughter) of some fans who might find Bimbo “sexist” or just odd was mentioned by

Within hours of the announcement, fans posted angry comments on the Philadelphia Union's Facebook page and photo albums. They do not like the jerseys, they do not like the name "BIMBO," and, most notably, many of the team's female fans who commented said they feel the team is alienating them with this name choice. At least one man said he wouldn't bring his girls' soccer team to a game now that the jerseys have "BIMBO" on them.

But any backlash doesn’t seem to bother the Union:

“Finding the right partner to place on the Union jersey took some time but we wanted to make sure we partnered with an authentic company that shares our core values and commitment to the sport, fans and customers,” Sakiewicz said. “We are proud to say that we have found that partner in Bimbo.”

So will you be embracing the Bimbo logo?

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