St Louis City purring with Purina kit sponsorship

MLS Expansion Franchise Reveals First Founding Partner for Debut 2023.

St. Louis City FC

  • Deal brings together two St. Louis-based, women-led organizations
  • Purina plans to help St. Louis City become the “Most Pet Friendly Club” in MLS
  • Partnership to give the fan experience a “very animal-oriented” dimension, which could include the inclusion of “animal-friendly elements in existing football traditions”.

St. Louis City SC announced Nestlé Purina PetCare as the first founding partner and kit sponsor ahead of their first season in Major League Soccer (MLS) in 2023.

Details of the partnership are limited at this point, but the agreement ensures that the global pet food brand’s logo will be highly visible both on and off the field when St. Louis City enters North America’s premier men’s soccer league in two years.

Based in St. Louis, Purina, like the city’s MLS franchise, is a women-run organization with Nina Leigh Krueger serving as the company’s president and chief executive officer.

The two parties say they have already started talks on how Purina will help St. Louis City become the “most pet-friendly club” in MLS. An official release announcing the partnership added that the fan experience will have a “very animal-centric dimension” that could include the club hosting pet adoption events and adding “animal-friendly elements to existing football traditions”.

“We have always been committed to choosing partners who embody the STLMade movement and represent the spirit of a new St. Louis. That is why we are excited to partner with a legendary company like Purina, which is so deeply rooted in St. Louis” said Carolyn Kindle Betz (pictured above), executive director of St. Louis City. “Not only does Purina share our love for St. Louis, but they share a common vision to work to strengthen our community.

“I couldn’t think of a better company to be the first founding partner of our club and to be on the front of our team.”

Originally, St. Louis City was supposed to switch to MLS in 2022, but the league changed its schedule for expansion due to the pandemic, which means that every team scheduled to enter the competition has postponed its start date by a year.

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