HOUSTON -- Houston will be among the first markets in Motiva Enterprises LLC’s operating footprint of 26 Gulf Coast and East Coast states to get the 76 gasoline brand starting in January 2017. Motiva Enterprises signed a long-term license agreement with Phillips 66 earlier this year that allows it to offer the 76 brand. It formed a sales and marketing team this past summer to focus on its go-to-market commercial strategy.
For Houston, where Motiva is based, this includes a localized approach to the market through media, on-site retail activations and sponsorships, including this most recent deal.
As such, the 76 brand has signed on as a sponsor of the Houston Dynamo Major League Soccer team as it readies its January 2017 launch in the market.
The 76 brand will sponsor the Houston Dynamo’s 2017 season and will serve as the soccer team’s exclusive retail gasoline sponsor and the club’s fourth official premier partner. As part of the multiyear agreement, the Southwest gate at BBVA Compass Stadium in Houston will be renamed as the 76 Gate. Also, 76 will serve as title sponsor of the Houston Dynamo Unified Special Olympics team, helping financially support its uniforms and travel in the 2017 season.
“Both 76 and the Dynamo organization share similar goals, and we are confident this synergy between the two brands will not only create very positive results for all three of our properties and 76, but will deliver a great deal of value to our fans as well,” said Steven Powell, Dynamo executive vice president and chief revenue officer.
As presenting sponsor, the 76 brand will appear on signage throughout the stadium, as well as for in-game and retailer promotional tie-ins, halftime on-field fan events, media assets, premium tickets and VIP hospitality.
“We know how passionate Houston Dynamo fans are, and we are just as passionate about the communities where we operate and market our fuels,” said Bill Spurgeon, vice president of fuels, sales and marketing for Motiva. “Partnering with the Houston Dynamo enables Motiva to support our hometown teams and introduce the 76 brand—an iconic gasoline brand—to the Houston marketplace.”
Motiva Enterprises LLC refines, distributes and markets petroleum products. It is owned equally by affiliates of Saudi Aramco and Shell Oil Co., and it has three Gulf Coast refineries with a combined capacity of more than 1.1 million barrels per day.
The 76 brand is offered at more than 1,800 fueling stations across the United States.