cASE STUDY: CONSULTING

HERBALIFE

Herbalife contracted with Premier in 2007 looking for valuable opportunities to deliver against their corporate principles and strategies known as The 3Rs: Retailing, Recruiting and Retention. With their products available in 70 countries through a network of over 1.9 million independent distributors, Herbalife was ready to leverage their infrastructure with a major international sports platform led by a global icon.

STRATEGIC APPROACH

As the foundation to their executive decision, Herbalife decided to focus on a global soccer strategy. Negotiations took place between Los Angeles-based AEG and Herbalife for the jersey naming rights for the Los Angeles Galaxy, who were led by global soccer star and marketing personality David Beckham. Premier and Herbalife teamed up to finalize a comprehensive Los Angeles Galaxy and David Beckham rights package that would reinforce Herbalife’s “3Rs”. The package was anchored by identification on the front of the Galaxy jersey along with focus benefits such as distributor meet-n-greets, international exhibition games in key Herbalife markets, fantasy camp, sales conferences, locker room product inclusion, and traditional rights such as media, signage, promotional opportunities and hospitality.

To continue the momentum of the jersey identification with the Galaxy, Premier brokered an unprecedented national youth jersey partnership with AYSO (American Youth Soccer Organization), reaching over one million participants, administrators, officials, and active parents. Not only did Herbalife and AYSO share a common goal of improving children’s health, keeping them active, and teaching proper nutrition to children and their families, but AYSO was also a natural platform to promote the Herbalife Family Foundation, which helps to provide nutrition to kids around the world through the Casa Herbalife program.

RESULTS

  • The LA Galaxy jersey naming rights instilled an inordinate amount of worldwide distributor pride as well as reinforcing Herbalife’s “3Rs” corporate principles.
  • With the launch of the Beckham era, Herbalife gained global exposure as a top-flight health and wellness nutrition company as well as gaining product credibility..
  • Herbalife and AYSO signed a four-year agreement that proudly identifies Herbalife as the Official Nutrition Advisor and Official Health and Wellness Provider of the country’s leading youth soccer organization.
  • AYSO’s selection of Herbalife as their first national jersey partner resulted in tremendous corporate recognition among their priority demographic. The AYSO association also welcomed distributors to soccer fields all over the US to educate soccer families about health and nutrition.
Premier’s insight and guidance during our jersey sponsorships negotiations with AEG and the LA Galaxy was invaluable. Then, creating the unique, long term national partnership with American Youth Soccer Organization (AYSO) on the first ever youth jersey identification program was spot on!
— BRIAN MCKINLEY, Director of Corporate Sponsorship & Alliances, Herbalife