In a landmark agreement, GE Appliances, a Haier company, will be the exclusive front jersey sponsor for the entire Soccer Holdings, LLC, family of clubs, which now includes 2021 National Women’s Soccer League expansion franchise Racing Louisville FC and youth academy teams. The long-term partnership will continue to see an iconic brand that’s in half of American homes associated with the USL Championship-winning side Louisville City FC.
LouCity will make 2021 its seventh season, while Racing will become the NWSL’s 10th member in its debut year. Both clubs’ youth academies, comprised of about 700 boys and girls, began play this past fall featuring elite local talent.
"We are proud to further align Soccer Holdings with GE Appliances, a Louisville-based company with a timeless brand,” said Soccer Holdings President Brad Estes. “Having their iconic logo on the front of every jersey within our clubs provides synergy and staying power. We look forward to working with GE Appliances to lift up and serve our community for years to come.”
As part of the deal, Louisville-based GE Appliances will name an academy field at Soccer Holdings’ new training facility under construction at Champions Park off River Road. Located about two miles east of Lynn Family Stadium, the facility will bring all branches of the organization under one roof when it opens next year.
Additionally, GE Appliances will increase its investments toward the community that surrounds Racing Louisville and LouCity:
• GE Appliances is backing Racing Louisville camps and clinics and will offer a full scholarship to support a member of the girls academy at no cost to her family.
• With each 2021 LouCity and Racing replica kit purchase, GE Appliances will donate to a fund for additional academy scholarships creating opportunities for underserved youth to reach their full potential by competing at the highest level.
• GE Appliances will continue work with Soccer Holdings to develop additional community-based charitable events and initiatives in the coming years.
“It’s so important for GE Appliances to recognize and support the good things happening in our own hometown,” said GE Appliances Vice President of Marketing & Brand Mary Putman. “We are excited to extend our support to the new women’s team and youth programs while continuing our relationship with LouCity.
“As a female athlete in my own youth, I’m passionate about equal opportunities for all youth in sports. Today’s commitment is one way we can help inspire kids in this community to reach for goals and drive success in their futures.”
Schedules are still to be determined for LouCity and Racing in 2021. New kits will be unveiled and go on sale in weeks preceding the clubs’ respective season openers.
GE Appliances strives to make the world a better place, and its team is committed to leading in the communities where employees live and work. A purpose-rooted and passion-driven organization, GE Appliances believes there is always a better way. It sells products under the Monogram®, Café™, GE Profile™, GE® Appliances, Haier, and Hotpoint brands. Products include refrigerators, freezers, cooking products, dishwashers, washers, dryers, air conditioners, water filtration systems, water heaters, wine and beverage and small appliances. For more information, visit www.geappliances.com.