I thought this was interesting (wonder how much $$$ this means?) http://www.brandweek.com/brandweek/features/feature_display.jsp?vnu_content_id=1000976528 (last paragraph) "Extra Innings: Major League Soccer is finalizing sponsorships for its All-Star Game, July 30 at Crew Stadium, Columbus, Ohio. Sierra Mist will be title sponsor, with RadioShack, Budweiser and Honda all participating heavily along with Makita, Kraft and RingPop."
Well, they are already significant league sponsors, so I don't see how much more they could get. Though, it is one of the few games on ABC, which would be a wider audience.