October 23 – Valvoline has signed on as an official supporter of the 2027 FIFA Women’s World Cup in Brazil.
USWNT midfielder Rose Lavelle will lead the sponsorship as a brand ambassador throughout the tournament, and the company will create activations through promotions and fan experiences.
Official support is the third level of FIFA’s commercial program for the tournament. Valvoline joins Airbnb, DoorDash, Globant and Salesforce at this level.
The deal follows Valvoline’s sponsorship of the Men’s World Cup this summer, where it had equal status in the United States, Canada and Mexico. Moving an association from the men’s to the women’s tournament has become a common route for brands and a valuable one for FIFA as it begins to build a standalone commercial program for the women’s game.
Above Valvoline, FIFA’s main partners are Aramco, Adidas, ADI Predictstreet, Coca-Cola, Hyundai, Lenovo, Qatar Airways and Visa. Michelob Ultra, Lay’s, Dove and Mengniu are official second level sponsors.
Lavelle gives the company a strong link to its largest market. American viewers will watch the tournament exclusively on Netflix in the US and Canada, in what the streamer has called its most ambitious sports production to date, with IMG producing all 64 matches.
The first Women’s World Cup held in South America will feature 32 teams and will run from June 24 to July 25 next year.
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