Chevrolet, the US car brand owned by manufacturer General Motors, has secured an exclusive regional partnership with North American soccer's top-tier MLS in Canada.
The deal, brokered by international marketing agency Momentum Worldwide, sees Chevrolet become an official sponsor of MLS in Canada, as well as the three Canadian clubs in the MLS – the Vancouver Whitecaps, Toronto FC, and CF Montreal Impact from 2024.
The deal marks the first time a single brand has secured an exclusive auto-category partnership across the full Canadian MLS sector.
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.”
As part of the partnership, Chevrolet will offer Canadian MLS fans new fan initiatives and experiences.
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Chevrolet will also work with its agency partners, including Momentum Worldwide, on partnership strategy, with Commonwealth//McCann leading brand agency of record, Weber Shandwick supporting public relations and social strategy, and Carat responsible for media buying and planning.
James Hodge, brand director of Chevrolet Canada, added: "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."