Philadelphia Union's Jersey Sponsors... Bimbo Bakeries

Philadelphia Union's Jersey Sponsors... Bimbo Bakeries

2010 was the year of the Zolo for the Philadelphia Union, but 2011 could be the year of the Bimbo. After a pure inaugural season, the the Inquirer reports that the Union will today announce a four-year, $12 million sponsorship with Bimbo Bakeries that may see the letters B-I-M-B-O on the front of each player's jersey. To quickly clear up a common mispronunciation, the Mexico-based company's name is pronounced beembo. So now that we've cleared that up, surely no one will make reference to the team as the Bimbos in the pronunciation we're all accustomed to. I don't think I've heard anyone make reference to another person as a bimbo in the past decade, but we could have a resurgence on our hands.

So much for my completely far-fetched dream of having Victory Brewing Company sponsor the team... 

Union fans who saw the team play Chivas de Guadalajara last season will remember the look of the Bimbo logo on a soccer jersey, although that was on a kit that shared Bimbo's red, white, and blue color scheme. No word yet on whether it will be modified to fit the Union gear, but I guess that could be the one thing we find out at today's sponsorship unveiling with the main news already having been broken. 

The Inquirer reports that the Horsham-based US arm of the company operates 34 bakeries, including Entenmann's and Stroehmann. Bimbo has been trying to spread the word about the proper pronunciation in a variety of ways, including placing billboards:

Hopefully the partnership is beneficial to both sides, though it's hard not to feel the Union will take a major branding hit. This is why they're being paid, and it's nothing new. Prominent sponsorship on soccer kits is a common and accepted part of the game worldwide, and while it's hard to imagine wanting to buy a Union jersey as much this year as last, it's hard not to be happy that our side just pulled in $12 million, even if it comes with a look many people won't find to be ideal. As is the case with nearly every club, the classic team name, crest, colors, and kit design will take a back seat to the branding of the sponsor, replaced by the word 'BIMBO' in whatever pronunciation and connotation is natural to the viewer. Union fans are for the most part a team-first lot, so I could see them putting in the effort to pronounce it correctly for the team and sponsor's sake, but also their own. 

The casual observer? We'll have to see. 

Photo by Flickr user jeffs4653.

Best of NHL: Patrick Kane hat trick lifts Blackhawks over Coyotes

Best of NHL: Patrick Kane hat trick lifts Blackhawks over Coyotes

CHICAGO -- Patrick Kane scored three goals for his third career hat trick to lead the surging Chicago Blackhawks past the Arizona Coyotes 6-3 on Thursday night for their third straight win and eighth in nine games.

Kane has 23 goals to lead Chicago, which closed within three points behind first-place Minnesota in the Central Division and Western Conference.

Rookies Nick Schmaltz and Ryan Hartman each had a goal and assist. Blackhawks defenseman Michal Rozsival scored his first goal of the season in his first game since Jan. 15.

Chicago captain Jonathan Toews added two assists to extend his points scoring streak to five games and increase his output to 22 points in his past 13.

Jakob Chychrun, Ryan White and Radim Vrbata scored for the Coyotes. Chychrun and Vrbata each scored for the second straight game (see full recap).

Rangers outlast Maple Leafs in shootout
TORONTO -- Mika Zibanejad scored the shootout winner and the New York Rangers continued a strong February with a 2-1 victory over the Toronto Maple Leafs on Thursday night.

Henrik Lundqvist made 32 saves and J.T. Miller scored the game-tying goal in the third period for the Rangers, who improved to 8-1-1 this month.

New York moved into third place in the Metropolitan Division with 80 points.

Connor Brown scored for Toronto, which fell to 1-7 in shootouts this season. Frederik Andersen had a stellar performance in defeat with 37 saves.

The Leafs hold the third playoff spot in the Atlantic Division (68 points), two points back of Ottawa (70) and four back of Montreal (see full recap).

Islanders shut out Canadiens
MONTREAL -- Rookie Anthony Beauvillier scored in the first period, Thomas Greiss made 24 saves, and the New York Islanders beat the Montreal Canadiens 3-0 Thursday night.

Anders Lee scored in the second period and John Tavares added an empty-netter in the final minute to seal the Islanders' third straight win. New York has won the first two games on a crucial nine-game road swing and improved to 12-4-2 since interim coach Doug Weight replaced the fired Jack Capuano.

Josh Bailey and Brock Nelson each had two assists, and Greiss got his third shutout of the season.

Carey Price finished with 21 saves as the Canadiens lost coach Claude Julien's 1,000th NHL game. Montreal is 1-2-0 since Julien replaced Michel Therrien last week and has totaled just 14 goals while going 2-7-1 in the last 10 games, including four shutouts (see full recap).

Best of NBA: Rockets crush Pelicans to spoil Cousins' debut

Best of NBA: Rockets crush Pelicans to spoil Cousins' debut

NEW ORLEANS -- The Boogie-and-Brow era in New Orleans is off to a highly inauspicious start.

The Pelicans' tandem of newly acquired All-Star DeMarcus Cousins and All-Star Game MVP Anthony Davis was no match for the surging Houston Rockets on Thursday night.

Reserve Lou Williams hit seven 3-pointers and scored 27 points in his Rockets debut, and Houston crushed New Orleans, 129-99.

Davis had 29 points, and Cousins finished with 27 points and 14 rebounds. But New Orleans turned the ball over 20 times couldn't keep pace with the firepower of the Rockets, who hit 20 3-pointers.

Eric Gordon scored 19 points and Ryan Anderson added 17 in both players' first game in New Orleans since leaving the Pelicans. James Harden had 13 points and 14 assists (see full recap).

LeBron triple-double powers Cavs past Knicks
CLEVELAND -- LeBron James recorded his 48th career triple-double and Kyrie Irving scored 23 points, leading the Cleveland Cavaliers to a 119-104 victory over the New York Knicks, who hung on to superstar Carmelo Anthony and Derrick Rose at Thursday's trade deadline.

James scored 18 points and had 13 rebounds with 15 assists for his sixth triple-double of the season.

Anthony, the subject of trade rumors because of a strained relationship with Knicks President of Basketball Operations Phil Jackson, scored 20 points, going 9 of 25 from the field.

Kyle Korver scored 20 points for Cleveland, which is 8-1 in February and has beaten New York 10 straight times.

Courtney Lee had 25 points for New York, which has lost six of seven and is 12th in the Eastern Conference playoff race (see full recap).

Pistons rally from 18 down to beat Hornets in OT
AUBURN HILLS, Mich. -- Kentavious Caldwell-Pope scored 33 points, including three 3-pointers late in the fourth quarter during a pulsating Detroit rally, and the Pistons outlasted the Charlotte Hornets 114-108 in overtime Thursday night.

Caldwell-Pope scored Detroit's last 11 points of regulation, and his 3-pointer with 18.2 seconds to play tied the game at 100. Kemba Walker scored Charlotte's final nine points of the fourth, but the Pistons forced him to give up the ball on the last possession, and Marco Belinelli missed a 3-pointer that could have won it.

Detroit, which was behind by 18 in the third quarter, never trailed in the overtime. Caldwell-Pope's 3-pointer with 55 seconds remaining put the Pistons up 110-102.

Charlotte led 85-70 at the start of the fourth but missed 14 of its first 15 shots in the period, enabling Detroit to cut into the lead.

Walker scored 34 points. Tobias Harris had 25 for the Pistons (see full recap).