Procter & Gamble and Main League Soccer broadcasts partnership
P&G looks forward to generating passionate fans and working with MLS to support local communities and increase equity in sport and society
As Major League Soccer (MLS) kicks off its 26th season this week, Procter & Gamble is proud to announce a multi-faceted partnership with MLS. In line with its other major sporting partnerships, the company looks forward to attracting passionate fans and working with MLS to support local communities and increase equity in sport and society.
The deal comes at a time of significant league growth and overall dynamism for the sport as fans look forward to the 2026 FIFA World Cup to be held in North America.
Driven by young, multicultural fans and dynamic players, there is incredible energy behind the 2021 MLS season. The partnership enables P&G brands like Gillette, Ancient Spice, Crest, Oral B, Dawn, Charmin, and Bounty to develop and support the passionate fandom for the game in the world.
“Major League Soccer is one of the most dynamic sports leagues in North America,” said Marc Pritchard, Chief Brand Officer of P&G. “We’re excited to have our brands participate in a sport that is loved by millions of families, and at the same time Invest in the future with an organization that is committed to using sport as a vehicle for positive social change. “
As part of the agreement, P&G will also sponsor the US Tour (Mex Tour) of the Mexican national team, the Leagues Cup, the Campeones Cup and the MLS All-Star Game. Fútbol and the passionate fandom of the Mexican national and MLS teams have transcended generations as a source of cultural identity and pride in all Hispanic communities across America. P&G is excited to celebrate and recognize the cultural importance of fútbol to all of its diverse fans through this new partnership.
In the years to come, P&G and MLS look forward to working together to support local communities and bring even more justice and inclusion to sport. Unfortunately, while soccer is one of the most accessible sports for teens, there are barriers that make it difficult for some of these talented young men and women to advance to college levels and beyond. P&G will work with MLS and other partners to help families overcome barriers such as costs and travel and ensure equal access to the game at all levels.
“We are proud to partner with P&G and its well-known brands to deliver exciting and engaging activations to the diverse and dedicated Major League Soccer fan base of millions of fans around the world, as well as the communities in which we live and play our games, positively influence them. ” said Gary Stevenson, MLS assistant commissioner and president and chief executive officer of MLS Business Ventures.
“The sport is on the rise like never before and the addition of P&G as a key strategic partner with incredible expertise in marketing and loyalty will undoubtedly help us accelerate our growth. There has never been a more promising time for football and we look forward to working with P&G for many years to come. “
Major League Soccer, along with the US Tour of the Mexican National Team, joins P & G’s longstanding sports partnerships with the National Football League, the United States Olympic and Paralympic Committees, and others.
