Procter & Gamble donates $529,000 to help combat U.S. Soccer's pay gap

One of U.S. Soccer’s advertisers is putting its money where its mouth is in the fight for equal pay.

Secret deodorant brand, through its parent company Procter & Gamble, announced a $529,000 donation to the women’s national team’s players association on Sunday with a full-page ad in the New York Times.

The sizable donation has symbolic meaning with $23,000 donated for each of the 23 members of the USWNT who won the 2019 FIFA Women’s World Cup one week ago. The ad may have run up the bill another six figures.

Although Procter & Gamble has faced backlash in the past for charging a “pink tax” for products aimed at women, the company has been a been a vocal proponent of equal pay in the past with advertising campaigns focusing on the issue.

“But after all the toasts, cheers, parades and awards subside, the issue remains,” the ad concludes. “Inequality is about more than pay and players; it’s about values. Let’s take this moment of celebration to propel women’s sports forward. We urge the U.S. Soccer Federation to be a beacon of strength and end gender pay inequality once and for all, for all players.”

P&G is the first major sponsor to so explicitly back the team in its effort to achieve equal pay. Some companies like Nike have run ads that mention “breaking the glass ceiling” without directly mentioning the pay gap.

Back in March, the USWNT filed a gender discrimination lawsuit against the US Soccer Federation, accusing them of "institutionalized gender discrimination" that extends beyond the pay gap. The women’s national team is subjected to a more packed schedule, worse travel conditions and less quality training than the men’s team despite far more success.

Brands aren’t the only ones taking notice of the fight; many politicians are also taking this moment of elevated awareness to bring up legislation to combat the pay gap.

New York governor Andrew Cuomo signed into law an equal pay bill just before the World Cup parade in New York City, and Sen. Joe Manchin (D-WV) proposed legislation that would block funding for the 2026 World Cup — which will be hosted in the U.S., Canada and Mexico — unless the USWNT received equal pay.

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USWNT highlights from the Women's World Cup
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USWNT highlights from the Women's World Cup
LYON, FRANCE - JULY 07: Sari Van Veenendaal of the Netherlands reaches for the ball as Rose Lavelle of the USA scores her team's second goal during the 2019 FIFA Women's World Cup France Final match between The United States of America and The Netherlands at Stade de Lyon on July 07, 2019 in Lyon, France. (Photo by Richard Heathcote - FIFA/FIFA via Getty Images)
LYON, FRANCE - JULY 07: Alex Morgan of the USA is fouled by Stefanie Van der Gragt of the Netherlands leading to a penalty during the 2019 FIFA Women's World Cup France Final match between The United States of America and The Netherlands at Stade de Lyon on July 07, 2019 in Lyon, France. (Photo by Maja Hitij/Getty Images)
LYON, FRANCE - JULY 07: Megan Rapinoe of the USA celebrates with teammate Alex Morgan after scoring her team's first goal during the 2019 FIFA Women's World Cup France Final match between The United States of America and The Netherlands at Stade de Lyon on July 07, 2019 in Lyon, France. (Photo by Alex Caparros - FIFA/FIFA via Getty Images)
LYON, FRANCE - JULY 07: Megan Rapinoe of the USA celebrates with teammates after scoring her team's first goal during the 2019 FIFA Women's World Cup France Final match between The United State of America and The Netherlands at Stade de Lyon on July 07, 2019 in Lyon, France. (Photo by Naomi Baker - FIFA/FIFA via Getty Images)
United States' Alex Morgan, left, competes for the ball against France's Elise Bussaglia during the Women's World Cup quarterfinal soccer match between France and the United States at the Parc des Princes, in Paris, Friday, June 28, 2019. (AP Photo/Francisco Seco)
United States goalkeeper Alyssa Naeher (1) deflects the ball away from France's Valerie Gauvin during the Women's World Cup quarterfinal soccer match between France and the United States at the Parc des Princes, in Paris, Friday, June 28, 2019. (AP Photo/Francisco Seco)
United States' Megan Rapinoe celebrates after scoring her side's second goal during the Women's World Cup quarterfinal soccer match between France and the United States at the Parc des Princes, in Paris, Friday, June 28, 2019. (AP Photo/Francisco Seco)
Players of England celebrate after winning the Women's World Cup quarterfinal soccer match between Norway and England at the Oceane stadium in Le Havre, France, Thursday, June 27, 2019. (AP Photo/Francisco Seco)
United States' Kelley O Hara leaps over Sweden's Kosovare Asllani during the Women's World Cup Group F soccer match between Sweden and the United States at Stade Océane, in Le Havre, France, Thursday, June 20, 2019. (AP Photo/Alessandra Tarantino)
PARIS, FRANCE - JUNE 16: Julie Ertz of USA #8 celebrates her goal with Mallory Pugh, Lindsey Horan, Morgan Brian during the 2019 FIFA Women's World Cup France group F match between USA and Chile at Parc des Princes stadium on June 16, 2019 in Paris, France. (Photo by Jean Catuffe/Getty Images)
LE HAVRE, FRANCE - JUNE 20: Lindsey Horan of the USA scores her team's first goal the 2019 FIFA Women's World Cup France group F match between Sweden and USA at Stade Oceane on June 20, 2019 in Le Havre, France. (Photo by Alex Grimm/Getty Images)
United States' Carli Lloyd, center, celebrates with teammates after scoring their side's third goal during the Women's World Cup Group F soccer match between United States and Chile at Parc des Princes in Paris, France, Sunday, June 16, 2019. (AP Photo/Alessandra Tarantino)
Chile goalkeeper Claudia Endler lunges for the ball to make a safe during the Women's World Cup Group F soccer match between United States and Chile at Parc des Princes in Paris, France, Sunday, June 16, 2019. US won 3-0. (AP Photo/Alessandra Tarantino)
United States' Carli Lloyd celebrates after scoring the opening goal during the Women's World Cup Group F soccer match between the United States and Chile at the Parc des Princes in Paris, Sunday, June 16, 2019. (AP Photo/Thibault Camus)
United States' Carli Lloyd, left, celebrates with teammates after scoring the opening goal during the Women's World Cup Group F soccer match between United States and Chile at Parc des Princes in Paris, France, Sunday, June 16, 2019. Lloyd scored twice in US' 3-0 victory. (AP Photo/Alessandra Tarantino)
United States' Megan Rapinoe, right, congratulates teammate Alex Morgan after scoring her fifth goal during the Women's World Cup Group F soccer match between the United States and Thailand at the Stade Auguste-Delaune in Reims, France, Tuesday, June 11, 2019. (AP Photo/Francois Mori)
United States' Alex Morgan, centre, scores her team's fifth goal during the Women's World Cup Group F soccer match between the United States and Thailand at the Stade Auguste-Delaune in Reims, France, Tuesday, June 11, 2019. (AP Photo/Francois Mori)
REIMS, FRANCE - JUNE 11: Mallory Pugh of USA shots to goal during the 2019 FIFA Women's World Cup France group F match between USA and Thailand at Stade Auguste Delaune on June 11, 2019 in Reims, France. (Photo by Quality Sport Images/Getty Images)
REIMS, FRANCE - JUNE 11: Megan Rapinoe of United States of America celebrates with the supporters after the 2019 FIFA Women's World Cup France group F match between USA and Thailand at Stade Auguste Delaune on June 11, 2019 in Reims, France. (Photo by TF-Images/Getty Images)
REIMS, FRANCE - JUNE 11: Mallory Pugh of the USA celebrates after scoring her team's eleventh goal during the 2019 FIFA Women's World Cup France group F match between USA and Thailand at Stade Auguste Delaune on June 11, 2019 in Reims, France. (Photo by Cathrin Mueller - FIFA/FIFA via Getty Images)
REIMS, FRANCE - JUNE 11: Final score on the scoreboard after the 2019 FIFA Women's World Cup France group F match between USA and Thailand at Stade Auguste Delaune on June 11, 2019 in Reims, France. (Photo by TF-Images/Getty Images)
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