Major League Soccer Hires Dieste & Partners

Major League Soccer has selected Dallas-based Dieste & Partners to handle advertising for its upcoming 1998 season. The league’s advertising budget wasn’t disclosed, but MLS Commissioner Douglas G. Logan said the league will spend “significant” dollars on targeting Latino consumers. Dieste & Partners, which initially was hired to become the league’s first-ever Latino-owned agency, subsequently was handed the entire advertising contract. The league has added two new teams, in Chicago and Miami, and recently signed a new television contract with ABC.