Sherwin-Williams Reveals Partnership with Leagues Cup

6 June 2024

Sherwin-Williams, the global leader in paints and coatings, is proud to be the 2024 Leagues Cup Official Paint Partner. This partnership further solidifies Sherwin-Williams commitment to the soccer community, as Leagues Cup goes beyond being just a sports tournament by representing a connection between cultures and a celebration of diversity, particularly within the vibrant Hispanic community. The World Cup-style tournament featuring all 47 clubs from Major League Soccer (MLS) and LIGA MX is set to begin on Friday, July 26, 2024, running through August 25, 2024 and will broadcast on MLS Season Pass on Apple TV.

As part of the partnership, Sherwin-Williams will host pre-game experiences, in-stadium activations, and meet & greets with MLS and Liga MX legends.

Freddy Carrillo, Vice President Global Architectural Marketing at Sherwin-Williams, shares, "as a soccer fan myself, I'm thrilled about this partnership and for Sherwin-Williams to celebrate the rich tapestry of cultures and communities in North America through Leagues Cup. Soccer has a unique ability to unite people, and we are committed to leveraging this partnership to make a positive impact in the lives of fans and beyond."

Recognizing the passion and unique enthusiasm soccer fans have for the sport, Sherwin-Williams is committed to supporting the Hispanic community through various initiatives and partnerships. These efforts include collaborating with Hispanic-owned businesses and amplifying their voices in the soccer world, demonstrating the tournament's dedication to honoring this vital segment of its fanbase. Similarly, Sherwin-Williams supports the Hispanic community through its Aliado del PRO service, offering personalized assistance to Spanish-speaking professionals with over 9,000 experts providing advice, product recommendations, and project guidance.

"Our audience isn't just avid sports enthusiasts; they're homeowners, designers, and builders. This partnership epitomizes our mutual dedication to celebrating soccer's diverse communities. Together, our goal is to enhance the tournament experience and forge enduring memories for fans across North America," shares Carter Ladd, MLS Executive Vice President, Chief Revenue Officer.