MLS names Caterpillar as major sponsor
Major League Soccer (MLS) has signed a multi-year sponsorship deal with Caterpillar that will see the US construction equipment manufacturer become the league’s major sponsor. The agreement signed between the two parties would see Caterpillar raising its profile by leveraging MLS’s young audience. Of all major sports properties in the United States, the soccer league has the highest percentage of millennials and multicultural fans.
MLS will collaborate with Caterpillar to integrate Cat products into the soccer system. Cat dealers will gain access to exclusive soccer experiences for their operators and customers.
An early marketing activation saw Caterpillar collaborate with MLS in the development of Cat Trial 12: No Hands, featuring DaMarcus Beasley using Cat equipment to make a trick shot.
MLS new major sponsor
“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.” Yvette Morrison, global director of marketing and brand at Caterpillar.
“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 the sports to positively impact the sport of soccer in the U.S. and Canada.” Carter Ladd, executive vice president of brand alliances and consumer products at MLS