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Is the Union's new sponsorship sexist?

Today Philadelphia's professional soccer team announced a four-year partnership to put "Bimbo" on the front of the team's jersey and on all Union team apparel. Usually a new sponsor is great news -- new exposure from the brand and plenty of cash.

But not so fast. The Union's loyal fan base is already up in arms over the new sponsorship deal, which puts "BIMBO" in prominent all-capital letters across the chest of the official team jersey. Is the new sponsor alienating the Union's female fanbase?

Updated: January 25, 2011, 10:01 AM ET
By Amanda Rykoff

If you don't follow Major League Soccer, you might not have heard of the Philadelphia Union, the second year MLS team.More of you have probably never heard of Grupo Bimbo, a large Mexican bakery company that distributes many popular bread and baked goods in the United States, including Arnold, Oroweat, Thomas', Entenmann's, Stroehmann, Freihofer's and Boboli (Bimbo Bakeries' U.S. headquarters is in Horsham, Pa., just outside Philadelphia). That's about to change, as the Philadelphia Union announced ...

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