Momentum Worldwide Secures Milestone Sponsorship for Chevrolet Across Major League Soccer in Canada
January 22 2024 - 10:00AM
Momentum Worldwide, a global sponsorship and experience marketing
agency that is part of Interpublic Group (NYSE: IPG), has led
strategic negotiations and secured an exclusive partnership on
behalf of Chevrolet and Major League Soccer (MLS) in Canada. The
agreement marks a significant milestone in the league’s history, as
this is the first time a single brand has secured an exclusive
auto-category partnership across the entire Canadian MLS footprint.
As part of the new framework of the deal, Chevrolet will become
the official sponsor of MLS in Canada as well as each of its three
clubs – Vancouver Whitecaps FC, Toronto FC, and Montreal Impact –
beginning with the 2024 season. With the agreement now signed,
soccer fans can look forward to new initiatives and unique
experiences from Chevrolet.
“Our mission is to connect brands meaningfully with fans: it's a
challenge we embrace wholeheartedly. 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,” said Rodrigo Coelho,
Canada Managing Director, Momentum Worldwide.
"Chevrolet Canada is excited to partner with MLS, Vancouver
Whitecaps, Toronto FC, and CF Montreal to support the highest level
of soccer in Canada," said James Hodge, Brand Director of Chevrolet
Canada. "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."
The announcement of the partnership between MLS in Canada and
Chevrolet comes at a time of tremendous momentum, growth, and
investment in the sport of soccer in North America. In addition,
the MLS just completed its 28th season with new attendance records,
and the excitement is building for the 2026 FIFA World Cup, to be
hosted by the U.S., Canada and Mexico.
The new soccer platform will be a collaborative effort among
Chevrolet’s roster of agency partners. The overarching partnership
strategy and creative development will be ideated and executed
collaboratively between Momentum Worldwide (partnership strategy)
and Commonwealth//McCann (lead brand AOR), with Weber Shandwick
supporting PR and social strategy and Carat responsible for media
buying and planning.
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About InterpublicInterpublic (NYSE: IPG) (www.interpublic.com)
is a values-based, data-fueled, and creatively-driven provider of
marketing solutions. Home to some of the world’s best-known and
most innovative communications specialists, IPG global brands
include Acxiom, Craft, FCB, FutureBrand, Golin, Huge, Initiative,
IPG Health, IPG Mediabrands, Jack Morton, KINESSO, MAGNA, McCann,
Mediahub, Momentum, MRM, MullenLowe Global, Octagon, R/GA, UM,
Weber Shandwick and more. IPG is an S&P 500 company with total
revenue of $10.93 billion in 2022. About Momentum WorldwideMomentum
Worldwide is a global experience agency partnering with and
transforming the world’s most famous brands since 1987. Built
on the simple truth that it’s not what brands say, it’s what they
do that matters, the agency blends creativity, technology,
strategy, design and execution to change the world and impact
culture. Agency accolades include Cannes Lions, Effies, Clios,
Agency of the Year, Best Place to Work, and industry-leading
Sustainability practices. Momentum Worldwide and
Commonwealth//McCann, the global advertising agency collective for
General Motors’ Chevrolet brand, are both part of the Interpublic
Group (IPG) of Companies. Learn more by visiting
www.momentumww.com.
# # #
Contact InformationAnna
DalzielMomentumanna.dalziel@momentumww.com
Tom CunninghamIPG(212) 704-1326
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