The U.S. Women's National team celebrate their 2-0 victory over Holland to win the 2019 FIFA Women's World Cup on July 7, 2019. Secret’s tag line for years, one could spin this famous catch-phrase to reflect the $529,000 Procter & Gamble just gifted the United States Women’s National Team (USWNT) to help address pay gaps between the men’s and women’s U.S. soccer teams. This Procter & Gamble / USWNT case study showcases two important concepts true of companies that invest in corporate partnerships in today’s sports landscape:1. THE KEY TO CHANGE IS CORPORATE AMERICAMoney talks, and like so many other sports teams, leagues, and organizations, the U.S. Soccer Federation is beholden to their corporate partners. By donating $529,000 to the U.S. Women’s Soccer team, P&G:1.

Source: Forbes July 17, 2019 18:42 UTC