The deodorant brand plans to make a “tangible commitment” to the team’s demand for equal pay, it told CNN Business, contributing $529,000 to the US Women’s National Team Players Association.
“Let’s take this moment of celebration to propel women’s sports forward,” Secret says in the ad. “We urge the US Soccer Federation to be a beacon of strength and end gender pay inequality once and for all.”
In one hypothetical case cited in the lawsuit, if the women’s and men’s teams both won 20 straight games in a season, the women would make 38% what the men do.
“What the USWNT players want more than anything is real, meaningful change,” Becca Roux, the executive director of the US Women’s National Team Players Association, told CNN Business.
Secret, the first USWNT sponsor to publicly support the team’s fight, also uses the ad to challenges other brands to support the team’s quest for equal pay.
When asked if it supports the team’s demands for pay equity, a spokesperson for Budweiser maker Anheuser-Busch, another USWNT partner, said it “believes in equal pay for equal work.”
Nike, US Soccer’s biggest partner, also says it’s a strong advocate for pay equity. “Regarding gender equality, Nike has been an advocate for women and girls in the US and around the world,” a spokesperson said.
“Consumers want to know the values behind the brand they choose and how those values are being put into action,” said Damon Jones, vice president of global communications and advocacy at P&G.
Within the walls of P&G has said its internal audits show it pays equitably around the world for similar roles, regardless of gender or ethnicity.