Colorado Rapids

American Family Insurance and Colorado Rapids score big with new MLS partnership


DENVER, Colo., April 5, 2023 – American Family Insurance has announced a multi-year partnership with Major League Soccer’s Colorado Rapids. The partnership is an opportunity for American Family to build deeper relationships with new and existing soccer fans while saluting the club, players and fans who inspire each other to dream fearlessly.

Soccer's popularity is on the rise, and American Family Insurance is proud to be part of this growing movement. Since 2017, American Family has been actively involved in the sport, joining forces with Atlanta United as their kit partner before the team's first season. Since then, they’ve seen firsthand how soccer ties deeply into local cultures, making it an authentic and powerful way to build stronger relationships with communities.

"We’re proud to expand our commitment to creating stronger connections with communities, especially with our local agency owners, through this partnership with the Colorado Rapids," said Sherina Smith, chief marketing officer, American Family Insurance. "This partnership gives us unique opportunities to connect with the team’s passionate fan base, while also supporting more community initiatives and organizations in Denver that align with our shared values and have a meaningful impact." 

American Family Insurance's commitment to soccer goes beyond branding and signage. The company is expanding its onsite presence, agency owner integration and community initiatives in Denver to support local organizations that align with its shared values with the club’s. In Atlanta, the company partnered with Soccer in the Streets, a community organization, to make soccer more accessible and introduce an annual youth soccer tournament. Similar community initiatives will be created with the Rapids, creating a ripple effect in the wider community and allowing local agency owners to get involved.

"We're delighted to welcome American Family Insurance to the club," said Pádraig Smith, Colorado Rapids Executive VP & General Manager. "American Family Insurance has consistently demonstrated their commitment to not only our sport, but also local communities, so we’re thrilled to partner with an organization whose values align with ours."

"We’re proud to partner with an organization who has a strong commitment to serving communities like American Family Insurance,” said Michael Ceilley, Kroenke Sports & Entertainment SVP & General Manager, Partnership Marketing & Media Sales. “We look forward to welcoming them to the Rapids and working together to support local initiatives with the club’s great fanbase.”

With this new partnership with the Rapids, American Family Insurance is further expanding its commitment to soccer and teaming up with multi-year commitments with St. Louis CITY SC and Seattle Sounders FC.