Spiced rum brand Captain Morgan has expanded its relationship with Major League Soccer by signing a multi-year partnership to become the official rum partner of MLS Canada.
As part of a wide-ranging partnership, the two parties will collaborate on a multifaceted marketing campaign, which will include field-signage at MLS’s three Canadian clubs: Toronto FC, Montreal Impact, and the Vancouver Whitecaps. Captain Morgan will also be featured in broadcast ads on Canadian media partners TSN and TVA Sports, as well as MLS digital platforms.
The Diageo-owned rum brand already has a team-level partnership with Toronto FC.
In July 2019, Captain Morgan became the league’s official spiced rum and exclusive spirits partner through 2022. As part of the deal, the rum brand became an official sponsor of the MLS All-Star Game, the Campeones Cup, and the MLS Cup final.
Last month, Captain Morgan also partnered with MLS teams Inter Miami CF, Los Angeles FC, Minnesota United, and Nashville SC.
The deal is the latest Canadian sponsorship for MLS. Last month, MLS Canada signed a sponsorship contract with food manufacturing company Kellogg Canada, which produces Kellogg’s brand products. In November 2016, automotive manufacturer Audi agreed a similar multi-year Canada focused deal with MLS.
Elsewhere, MLS expansion team Austin FC has signed a partnership with local premium rental car company Silvercar by Audi ahead of its entry into the league in 2021. Silvercar will provide cars to Austin FC “for various vehicle needs” and the two parties will collaborate on enhanced mobility access and custom experiences for season-ticket members.
Meanwhile, Chicago Fire has beefed up its local broadcast talent by bringing in experienced play-by-play commentator Arlo White and color analyst Tony Meola, the former United States national team goalkeeper. Chicago Fire matches are aired locally on WGN-TV and streaming service ESPN+.
White, who is the lead commentator for NBC Sports’s Premier League coverage, will cover Chicago Fire games in the Premier League off-season (mid-May to mid-August).