Secret, the Procter & Gamble deodorant brand, has purchased 9,000 tickets for the US’s National Women’s Soccer League (NWSL) and committed $200,000 to the game’s growth.
The company said it would buy 1,000 tickets for one home game of each of nine NWSL teams, in an effort to help boost attendance and drive revenue across the league.
Starting today (Tuesday), Secret will offer up its tickets to local partners, women’s organisations, youth sports teams, and not-for-profit organisations in each city across the US.
“As a brand for women run by women, we wholeheartedly believe women should not have to sweat gender inequality,” said Sara Saunders, associate brand director for Secret.
“We have been vocal in our support of women in sports and dedicated to helping them to receive equal visibility. Our goal with this effort is to celebrate the excellence of this league and continue to ensure that female athletes have a platform to play and get the attention they deserve.”
In addition to ticket purchases, Secret will show its support through game day giveaways, including Secret deodorant products, T-shirts and spirit towels, to the first 1,000 fans at each game.
The initiative begins today with the North Carolina Courage at the 10,000-capacity Sahlen’s Stadium against the Houston Dash.
Saunders continued: “We are proud to team up with companies whose values align with our own to make real progress for women in sports. Collectively, our aim is to help boost attendance at games and grow a passionate network of women’s soccer fans, yielding an increase in NWSL ticket sales that will make a meaningful and lasting difference for these players.”
Image: Jamie Smed