In this arrangement, Chevrolet has been named the official sponsor of MLS in Canada.
Along with sponsoring the marquee football competition, the American brand will also be partnering with three Canadian football clubs that participate in MLS – Vancouver Whitecaps, Toronto FC, and Montreal Impact from 2024.
Following the terms of the agreement, Chevrolet will arrange new fan events and initiatives for MLS supporters in Canada.
With this agreement, a single brand will have achieved an exclusive auto-category partnership for the first time in the history of the Canadian MLS.
The global marketing agency, Momentum Worldwide mediated the deal between the two entities.
Rodrigo Coelho, Momentum Worldwide’s Canada Managing Director, said, “Our mission is to connect brands meaningfully with fans. We’re very excited to work alongside Chevrolet and MLS to make a significant impact in one of the fastest growing passions in North America, especially in a country with such a diverse set of fans.”
James Hodge, Brand Director of Chevrolet Canada, commented, “This partnership supports grassroots soccer while fostering the development of youth both on and off the field. This collaboration takes on even greater significance by leveraging the power of our Canadian Chevrolet dealer community, and we look ahead to fueling a growing enthusiasm and passion for soccer among Canadians.”
Chevrolet, founded on November 3, 1911, is a division of General Motors, an American automaker. The corporation was established as the Chevrolet Motor Car Corporation by Louis Chevrolet, Arthur Chevrolet, and William C. Durant.