Major League Soccer has signed a multi-year partnership with Procter & Gamble that see the company sponsor the Mexican National Team’s U.S. Tour, Leagues Cup, Campeones Cup and MLS All-Star Game.
The partnership enables P&G brands such as Gillette, Old Spice, Crest, Oral B, Dawn, Charmin and Bounty to tap into MLS’ fan base. Over the next several years, P&G and MLS will collaborate on efforts to support local communities and bring greater equity and inclusion to the sport.
“Major League Soccer is one of the most dynamic sports leagues in North America,” said P&G Chief Brand Officer Marc Pritchard. “We’re excited for our brands to participate in a sport so beloved by millions of families, while also investing in the future with an organization committed to utilizing sport as a vehicle for positive social change.”
P&G will also work with MLS and other partners to help families overcome barriers like cost and travel to ensure more equal access to the game at all levels.
“We are proud to partner with P&G and its storied brands to deliver exciting and engaging activations for Major League Soccer’s diverse and dedicated fan base of millions of supporters around the world, while also positively impacting the communities where we live and play our matches.” said Gary Stevenson, MLS deputy commissioner and president and managing director of MLS Business Ventures. “The sport is on the rise like never before and adding P&G as a key strategic partner with incredible marketing and consumer engagement expertise will undoubtedly help us accelerate our growth.”