Equal pay in soccer
Mike Koeshartanto

Equal Pay in Soccer – Proctor & Gamble

Perhaps the big storylines surrounding the U.S. Women’s National Team in recent years has been their fight for equality and equal pay. After a string of impressive performances in France that yielded U.S. Soccer its second consecutive FIFA Women’s World Cup trophy, the U.S. women have gained the backing of Proctor & Gamble in their fight for equal pay.

Proctor & Gamble, partners of U.S. Soccer for less than two years, has vocalized their support and are urging the Federation to “be on the right side of history.” P&G’s announcement comes following a full-page ad in the Sunday edition of The New York Times.

Support in action

Beyond announcing support for the fight for equal pay, how does P&G’s support become a tangible and measurable action? According to P&G, they are also making a donation of $529,000 to the players’ association. Why that amount? In a symbolic gesture, the company said it will donate $23,000 for each of the 23 members of the FIFA Women’s World Cup winning roster.

All aboard

In today’s polarizing world, brands are beginning to take public stances on certain political movements. As a result, brands like Luna Bar are taking sides in things like the fight for equal pay in soccer. Additionally, Visa, announced a five-year sponsorship that requires at least half of it investment be directed towards the U.S. women and other women’s programming.

P&G joins the fight and becomes the first of U.S. Soccer’s official partners to openly side with the U.S. women. With mediation between the two sides on the horizon, does P&G and a growing list of brands who have taken similar stances put pressure on U.S. Soccer? We’ll find out soon enough.

Categories: Sponsorship, U.S. Soccer, Women's World Cup