Cincinnati-owned consumer products giant Procter & Gamble is about to receive noticeable placement in the Major League Soccer landscape.
MLS and Procter & Gamble on Tuesday announced a partnership designed to engage "passionate fans" and promote MLS content on P&G products.
P&G brands such as Gillette, Old Spice, Crest, Oral B, Dawn, Charmin, and Bounty should take up valuable advertising space around MLS offerings as a result of the collaboration, which CNBC reported Tuesday was valued at up to $100 million.
P&G will also sponsor the Mexican National Team’s U.S. Tour ("Mex Tour"), the Leagues Cup, Campeones Cup and the MLS All-Star Game.
“Major League Soccer is one of the most dynamic sports leagues in North America,” said P&G Chief Brand Officer, Marc Pritchard, in a news release. “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 and MLS also committed to working together to "help families overcome barriers like cost and travel to ensure more equal access to the game at all levels," according to the release.
“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. There has never been a more promising time for soccer, and we look forward to partnering with P&G for many years to come.”
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