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Volume 26 No. 174
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P&G Buying Up NWSL Tickets To Boost Support For Equal Pay

P&G's Secret deodorant brand will "spend $200,000 to buy 9,000 tickets" to NWSL games in September and October as "part of the brand's growing effort to support equal pay and opportunity for women soccer players," according to Jack Neff of AD AGE. Secret will "buy 1,000 tickets at one home game for each of the league's nine teams, offering the seats to women's organizations, youth sports teams, not-for-profit organizations and other local partners." The brand will also "give away Secret products, T-shirts and spirit towels to the first thousand fans at one game in each city." The effort "follows an ad Secret launched in March backing equal pay" (ADAGE.com, 9/16). In Cincinnati, Barrett Brunsman notes the first game that P&G will buy tickets for will be Houston Dash-N.C. Courage in Cary, N.C., tomorrow night. The promotion is "intended to amplify" P&G's new "All Strength, No Sweat" advertising campaign for Secret, as well as the company's "advocacy for equal pay for women who play soccer." After the USWNT won the Women's World Cup in July, P&G donated $529,000 to the USWNT's union, which is the "equivalent of $23,000 for each of the 23 players on the team" (BIZJOURNALS.com, 9/16).