Captain Morgan Kicks Off The Captain’s Challenge With Major League Soccer

The spirits brand will donate $500,000 to club partners’ charities for Covid-19 relief, and up to $50,000 more for fan videos on Instagram

MLS legend Taylor Twellman will participate in the initiative by commenting on select videos submitted by fans Captain Morgan/Major League Soccer
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Major League Soccer’s MLS Unites initiative has a little Captain in it.

League partner Captain Morgan will donate at least $500,000 across the U.S. and Canada to MLS club partners’ charities of choice, earmarked for providing meals and relief to front-line workers battling Covid-19, as well as those most affected by the pandemic.

In addition to its initial donation, Captain Morgan also kicked off The Captain’s Challenge on Instagram.

Fans 21 and over can post videos of themselves nutmegging someone or something, tag @captainmorganusa and include the hashtag #CaptainMorganDonation, and the spirits brand will donate $25 for each video, up to an additional $50,000, to the cause.

MLS legend Taylor Twellman will participate in the initiative by commenting on select videos submitted by fans.

Captain Morgan/Major League Soccer

Captain Morgan vice president Sam Salameh said, “In addition to making an initial pledge of $500,000 to support our club partners’ charities of choice across the U.S. and Canada, we’re announcing the start of the Captain’s Challenge on Instagram to keep the MLS spirit impassioned. It’s important that we come together as a community, and we’re proud to partner with MLS and our club partners to do just that with this challenge.”

The league also said all proceeds from the sales of new cloth face coverings featuring team and league logos via the MLS Store will benefit Feeding America and Food Banks Canada, and Fanatics will donate one face covering for each one that is purchased.

MLS senior vice president of brand and integrated marketing David Bruce said, “The Captain’s Challenge captures the spirit of MLS Unites—it brings the soccer community together, all while staying apart, to support those affected during this trying time. MLS is honored to have a dedicated partner like Captain Morgan that’s positively impacting our local communities across the U.S. and Canada both through a generous donation and a unique fun campaign that authentically connects with fans.”


david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.