NEW YORK AND MEXICO CITY (Friday, July 21, 2023) – GEICO and Leagues Cup announced today a multi-year partnership that makes GEICO an official founding partner of Leagues Cup – the official, annual Concacaf competition featuring every team from both MLS and LIGA MX.

GEICO, a renowned force in the insurance industry, has been providing affordable auto, home, renters and more lines of insurance to its customers for years. Now, through its partnership with Leagues Cup, the company will look to make its presence felt on the soccer pitch. GEICO’s collaboration with the annual tournament will help provide programming to LIGA MX and MLS fans throughout the competition.

Leagues Cup marks a historic moment in North American soccer; the World Cup-style tournament will take place in the middle of LIGA MX and MLS’s season, as both leagues will pause play to compete in the event from July 21 to August 19.
“The Leagues Cup is a pivotal moment for soccer, uniting some of the sport’s most devoted fans,” said Kate Jalkut, GEICO Vice President of Marketing. “At GEICO - we’re looking forward to bringing fans even closer to the game and to their favorite players, by creating interactive experiences that make it easy to share their love of the sport.”

GEICO, serving as the official home and auto insurance partner of Leagues Cup, will work to continue to make Leagues Cup a one-of-a-kind viewing experience for fans. Furthering its commitment to soccer in North America, GEICO will present the Leagues Cup “Man of the Match” platform. Leagues Cup and GEICO will work to highlight key performances throughout the tournament. GEICO will create opportunities for soccer fans, customers, and agents to participate in one-of-a-kind matchday experiences, on-site activations, player meet-and-greets, sweepstakes, and more.

"It is our privilege to officially announce GEICO as the latest official partner of Leagues Cup, an unprecedented event in the history of soccer,” said Carter Ladd, EVP of Soccer United Marketing (SUM). “We are thrilled to partner with a company like GEICO that shares our commitment to being a strong positive force for change in our communities and to serve as a founding partner and the official home and auto insurance partner of this highly anticipated tournament.”  

Leagues Cup is the first tournament of its kind, and it represents the continued growth of the sport in North America. The event is just another chapter in the partnership between LIGA MX and MLS, which began in 2018. The rivalry was born during the first Campeones Cup, an annual matchup between the winners of both leagues. Despite a heated rivalry and a fervor for competition, the two leagues’ partnership is rooted in compassion and sportsmanship on and off the pitch in an effort to further the growth of the sport.

Soccer United Marketing (SUM), the commercial arm of MLS, supported Leagues Cup and tournament organizers in the delivery of this important partnership.