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Major League Soccer (MLS) has tapped US construction equipment manufacturer Caterpillar as a major sponsor in a new, multi-year partnership.
The agreement is meant to enhance Caterpillar's profile by utilizing MLS's youthful audience. The soccer league claims to have the biggest proportion of millennial and multicultural supporters of any major sports property in the United States.
MLS will work with Caterpillar to incorporate Cat goods into the soccer ecosystem. Cat dealers will also get access to special soccer experiences for their operators, clients, and family members.
According to Yvette Morrison, global director of marketing and brand at Caterpillar, the 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 that with the MLS, they will engage long-standing customers and the most diverse fanbase in sports to positively impact soccer in the US and Canada.
