As Sports Return, Procter & Gamble Kicks Off Multiyear Partnership With Major League Soccer

Procter & Gamble has struck a multilayered, multiyear advertising deal with Major League Soccer as players return for the sport’s 26th season and the CPG giant seeks to broaden its appeal to younger demographics and the Hispanic market. The agreement will steadily build momentum across multiple locations and teams in the lead-up to the 2026 FIFA World Cup, which will take place in Mexico, Canada and the U.S. At the start of the season, P&G will sponsor the Mexican National Team’s U.S. Tour (Mex Tour) at U.S. stadiums. The sponsorship also includes support for the company’s hometown MLS club, FC Cincinnati. The partnership enables P&G brands such as Gillette, Old Spice, Crest, Oral B, Dawn, Charmin and Bounty to “tap into and support the passionate fandom for the world’s game,” according to Marc Pritchard, P&G's chief brand officer. Gary Stevenson, MLS deputy commissioner, and president and managing director of MLS Business Ventures noted that this is a "very significant deal and an invaluable partnership." “Having a strategic partner like P&G with its unparalleled expertise in marketing and consumer engagement will undoubtedly help us continue to accelerate the growth of Major League Soccer," he said. "The ability to have P&G’s full portfolio of storied brands deliver best-in-class activations for our diverse and passionate fan base will be incredible.” Soccer’s major marketing kickoff In addition to the Mex Tour sponsorship, P&G brands will also support the Leagues Cup, Campeones Cup and the MLS All-Star Game. The timing of the soccer sponsorship is right for a number of reasons, Pritchard told Adweek. For one, the sport itself has been growing for several years. And as fans and players return to their respective fields and courts with vaccinations in the U.S. continuing to increase, the pent-up demand for sports is something all major brands are betting on. Sponsoring professional soccer is something P&G has been exploring for years, Pritchard said. “As Major League Soccer continues to grow, and as its appeal to families, to younger consumers, and to the Hispanic consumers, it’s a natural partnership for us,” he said. In February, Adweek analytics partner Morning Consult conducted a survey among parents of “Gen Alpha” children—those born in the early 2010s to present—about their kids' interest in sports. The researcher found that soccer is the No.1 participation sport and second in fandom for Gen Alpha. The survey also found that 44% of all Alpha parents said they either grew up watching or currently watch professional football, making their kids more likely to follow suit. Additionally, the amount of parents—31%—who have watched soccer recently or in the past has also significantly increased over several generations. Meanwhile, 26% of parents with Gen Alpha children said their children played soccer either recreationally or in an organized program, a higher share than any other sport. Respondents were asked to count pre-pandemic participation that might have been interrupted during the past year. Those are the kinds of statistics that have sparked greater ad spending among major brands like P&G. “The benefits [of the MLS deal] are the same as other sports partnerships we’ve had: It gives us a multifaceted approach to partnering with a sport as dynamic as this. We see this as a way to build our brand in concert with retailers,” Pritchard said. “About 61% of U.S. Hispanic households have watched a soccer match in the last 12 months. That’s 24 percentage points higher than non-Hispanics. This is a huge opportunity for multicultural marketing and [to] build our business. “ Sports marketing reset For the most part, P&G’s sponsorship will follow the template it has set with its marketing efforts across other sports. Its deal with the NFL provides some examples. As Pritchard noted, P&G doesn’t usually post billboards in stadium venues. Instead, it looks to drive a consumer connection through media, in-store activations and individual teams and player deals. “Collaborating with MLS allows us to be able to advertise on [Hispanic TV networks] Univision, Telemundo, Televisa,” Pritchard said. This opportunity means P&G can go deeper into local markets with large Hispanic populations such as Los Angeles, New York, Chicago, Dallas and Houston. About 42% of Hispanic households live in those markets. Open for brand business Over the next several years, P&G and MLS look forward to collaborating on efforts to support local communities and bring greater equity and inclusion to the sport. While soccer is one of the most accessible sports for youth, there are barriers that make it difficult for young men and women to progress to the collegiate level and beyond. P&G will work with MLS and other partners to help families overcome barriers like cost and travel to ensure more equal access to the game at all levels. MLS marketing executives also expect clear benefits to raise the profile of its teams and players among major advertisers. Given that P&G is such a bellwether among major brands, Stevenson said he is ready to hear from other marketers. “We want to partner with companies and brands determined to authentically activate our sport and to build strong and enduring relationships with our fans,” he said. “P&G is an outstanding example of the types of partnerships we seek. There has never been a more promising time for soccer. MLS is powered by young, multicultural fans and dynamic players, and there is incredible energy behind the 2021 MLS season and beyond.”