Major League Soccer (MLS) announced a corporate sponsorship deal with Procter & Gamble, a move that could help the league recover from its COVID-19 losses.

Procter & Gamble will sponsor the MLS All-Star Game and the Campeones Cup, Leagues Cup, and the Mexico men’s national team’s U.S. tour. Procter & Gamble will also work with MLS and other partners to make soccer accessible at all levels through cost and travel.

“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,” Proctor & Gamble Chief Brand Officer Marc Pritchard said in a statement.

The partnership will enable P&G brands such as Gillette, Old Spice, Crest, Oral B, Dawn, Charmin, and Bounty to tap into and support soccer fans across MLS.

“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, president and managing director, 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.”

The 2021 MLS season starts on April 16.

Photo courtesy MLS