The Lehi company will just have to be content to have its name splashed on team uniforms.

In November, RSL became the first American professional team to sell its jersey front to a sponsor, giving XanGo widespread exposure and providing Utah's fledgling soccer franchise with $4 million to $5 million over four years. The deal also includes signage and promotional opportunities at the team's venue, Rice-Eccles Stadium, as well as the team's planned stadium in Sandy.

In addition, RSL also will feature an annual XanGo Cup matchup with an international competitor, building on the success of the company-backed contest with Real Madrid at Rice-Eccles Stadium last August.

Since the XanGo deal was announced, two other MLS franchises have signed jersey deals. Toronto FC will sport the BMO (pronounced bee-mo) Financial Group brand on its shirts. And L.A. Galaxy players will promote Herbalife for $3.5 million to $5 million per year through 2011.

XanGo's deal was modest by comparison, and its value increased substantially when the team signed superstar Freddy Adu. RSL is pumped, too. With 500,000 distributors in 16 countries, XanGo yields a ready-made fan base wherever the team goes.

"They were on us right from the beginning, and we welcomed it," RSL president Dave Checketts said in November. "They're a young company with high aspirations, just like us. Plus, XanGo is about health and fitness and well-being, and soccer stands for all of that."

Although European soccer teams have long allowed front-of-the-jersey promotions, U.S. franchises have been loathe to do so for fear of backlash.

"In soccer, the clock never stops. There are no timeouts for advertising. So the front of your jersey becomes a billboard," Checketts said. "That's why this is going to happen in soccer and not in other sports."

lfantin@sltrib.com