THE WHAT? Procter & Gamble is joining MLS as the league’s newest sponsor. The pair have announced a multi-year and multifaceted sponsorship deal.
THE DETAILS The US FMCG giant will sponsor the MLS All-Star Game as well as the Campeones Cup, League Cup and the Mexico men’s national team’s US tour. In addition, P&G will work with MLS and other partners to make soccer accessible at all levels through overcoming barriers such as cost and travel.
The deal will enable brands across P&G’s portfolio, including Gillette, Old Spice, Crest, Oral B, Dawn, Charmin and Bounty to reach the league’s passionate fans.
THE WHY? Proctor & Gamble chief brand officer Marc Pritchard revealed, “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.”