Major League Soccer (MLS) has signed a new multi-year major sponsorship deal with American construction equipment manufacturer Caterpillar. The partnership will help Caterpillar reach the young audience as well as expand and diversify its reach among the passionate football fans in the US.
MLS is said to have a high percentage of millennial and multicultural fans of major US sports properties. The league will collaborate with Caterpillar to integrate its products into the soccer ecosystem. The company’s dealers will also gain access to exclusive soccer experiences for their operators and customers as well as families.
Yvette Morrison, global director of marketing and brand at Caterpillar, commented on the partnership:
“Caterpillar is eager to partner with Major League Soccer, as we share a joint commitment to being leaders in the communities where we live, work and play.
“We celebrate the people who do the work every day and are constantly looking for new ways to engage with our next generation of employees, customers and their families. This sponsorship provides a perfect opportunity for us to introduce Cat to a broader audience.”
Carter Ladd, executive vice president of brand alliances and consumer products at MLS, added:
“Caterpillar is a leading, global brand and Major League Soccer is honoured to partner with a company whose values and dealer network are committed to building a better, more modern future for soccer communities across the world.
“Together, MLS and Caterpillar will engage long-standing customers and the most diverse fanbase in all of sports to positively impact the sport of soccer in the U.S. and Canada.”
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