Major League Soccer (MLS) has confirmed it has reached a sponsorship agreement with consumer goods brand Proctor & Gamble (P&G) ahead of the new season.
Although the financial terms of the deal were not made public, reports have suggested that P&G will pay the North American soccer league US$80 million to US$100 million over a five-year period, where it will be allowed to promote brands including Gillette, Old Spice, Crest, Oral B, Dawn, Charmin and Bounty.
Included in the deal, P&G will sponsor the Mexican national soccer team's tour of the US, as well as the league's cup, the competition between MLS and Liga MX clubs and the Campenoes cup, which will see the Mexican champions take on the winners of the MLS Cup.
The MLS and P&G have also agreed to support local communities and to bring greater equality and diversity to soccer throughout their partnership. One of the proposals to support this commitment is to help families overcome barriers such as cost and travel to ensure equal access to the sport at all levels.
“Major League Soccer is one of the most dynamic sports leagues in North America,” said Marc Pritchard, P&G’s chief brand officer. “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 organisation committed to utilising sport as a vehicle for positive social change.”
Gary Stevenson, MLS deputy commissioner and president and managing director of MLS business ventures, added: “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. There has never been a more promising time for soccer, and we look forward to partnering with P&G for many years to come.”
Author: Jake Wilkin