Caterpillar has announced a multi-year sponsorship with Major League Soccer (MLS) as the construction machinery brand grows in both the US and Canada.

With the highest percentage of millennial and multicultural fans of any sport in America, the deal aims to build a broader, more diverse football audience in the region and to ‘more deeply engage with the League’s fans’.

“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” said Carter Ladd, Executive Vice President of Brand Alliances & Consumer Products at MLS. 

“Together, MLS and Caterpillar will engage long-standing customers and the most diverse fanbase in all of sports to positively impact the sport of football in the US and Canada.”

Furthermore, MLS will collaborate with Caterpillar to ‘integrate Cat products into the football ecosystem’. Cat dealers will also have access to exclusive soccer experiences for their operators and customers.

Yvette Morrison, global director of marketing and brand for Caterpillar, added: “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.”

Caterpillar recently collaborated with the league in the development of Cat Trials 12: No Hands, which features US and International Federation of Association Football (FIFA) World Cup footballer, DaMarcus Beasley, teaming up with Cat equipment to make a trick shot.

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