Major League Soccer Scores Massive New Partnership

As Major League Soccer kicks off its 26th season this week, Procter & Gamble has announced a multifaceted partnership with MLS. Consistent with its other major sports partnerships, P&G looks forward to engaging passionate fans and also collaborating with MLS on efforts to support local communities and increase equity in sports and society. The agreement comes during a time of significant growth for the League, and overall momentum for the sport, as fans look forward to the 2026 FIFA World Cup, which will be held in North America.

“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.”

As part of the agreement, P&G will also sponsor the Mexican National Team’s U.S. Tour (Mex Tour), Leagues Cup, Campeones Cup and the MLS All-Star Game. Fútbol and the passionate fandom of both the Mexican National Team and MLS teams transcend generations as a source of cultural identity and pride throughout Hispanic communities across America. P&G is excited to celebrate and honor the cultural significance of fútbol for all of its diverse fans through this new partnership.

“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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