May 27 – Construction and mining equipment giant Caterpillar has agreed a multi-year sponsorship with Major League Soccer in the US with an emphasis on reaching soccer’s younger and multi-cultural fan base.
“With the highest percentage of millennial and multicultural fans of any U.S. sport, the sponsorship is designed to amplify the Caterpillar brand to a broader, more diverse audience in the United States and Canada,” said an MLS press release.
No value was given for the deal that will see the MLS integrate ‘Cat’ products into the soccer ecosystem. Cat dealers will have promotional access to exclusive soccer experiences.
Yvette Morrison, global director of marketing and brand for Caterpillar. “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.”
An attraction of the MLS to Caterpillar is its diversity with players from more than 82 countries. “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,” said Morrison.
An early marketing activation saw Caterpillar collaborate with MLS in development of Cat Trials 12: No Hands, featuring DaMarcus Beasley using Cat equipment to make a trick shot.
Carter Ladd, Executive Vice President of Brand Alliances and Consumer Products at MLS, said: “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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