The San Jose Earthquakes have named DUDE Wipes as the club's first-ever back-of-jersey partner.
The logo debuted on first-team shirts at FC Cincinnati on Aug. 1.
As the MSL club's Official Wipe/Flushable Wipe, the deal includes community programming, matchday activations, digital content and Bay Area outreach.
There is also a "Clean Sheets" activation, with giveaways every time the San Jose defense records a shutout.
"We've always believed the best partnerships happen when you don't take yourself too seriously," Ryan Meegan, co-founder and CMO of DUDE Wipes, said in a statement.
"Landing on the back of the Earthquakes jersey feels pretty fitting for a brand that always has your back."
DUDE Wipes will also be presenting sponsor of PRIME TIME, the Earthquakes' rivalry match against LAFC on Sept. 19 at Levi's Stadium.
As more brands compete for premium sports inventory, jersey sponsorships are among the fastest ways to secure lasting visibility.
A Fake Business Seminar Sets Up the Reveal
The Earthquakes and DUDE Wipes announced the partnership with an Instagram Reel starring creator tuchiquitobombon.
He plays a motivational speaker running a seminar packed with startup jargon before revealing the club's new back-of-the-jersey sponsor.
Set in front of players, mascots, staff, and supporters, the creator promises:
- Best-in-class support,
- Optimized load management
- A truly frictionless experience
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The content creator leans into the kind of corporate language frequently heard at leadership conferences.
Just as the audience expects another business cliché, he interrupts himself with, "It's time to come clean."
This leads to the unveiling of the new sponsored design to cheers and applause.
The set-up allows the brand to show its self-aware sense of humor.
The creative reinforces the brand partnership promises of fan entertainment for the rest of the season.
Jersey Sponsorships Keep Growing
According to SponsorUnited, the average MLS front-of-kit sponsorship is worth $5.1 million annually.
Meanwhile, $600,000 to $4.1 million will get brands the newly available back-of-jersey placements, depending on the tier.
Although selling at a discount, the placement still delivers roughly 80% of the visual size of a front-of-shirt sponsor, making it an attractive entry point for brands seeking year-round exposure.
Sports sponsorships reward brands that stay visible long after a campaign ends.
- Consistent exposure strengthens brand recall. Marketers should pair sponsorship assets with recurring fan experiences to reinforce recognition.
- Integrated activations create greater value. Teams should connect sponsorships to game outcomes and community programs to generate repeat engagement.
- Premium inventory becomes more valuable as availability shrinks. Brands should secure emerging sponsorship assets early to maximize visibility.
The league's commercial momentum has also accelerated since 2025 as brands increased investment ahead of the 2026 FIFA World Cup.
Our Take: Is DUDE Wipes Building an MLS Sponsorship Platform?
This is DUDE Wipes' second back-of-jersey partnership in MLS.
The move suggests the company is seeking sustained visibility within the league.
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We think this business strategy gives the brand a better chance of becoming synonymous with soccer culture.
As U.S. audiences grow after hosting the 2026 FIFA World Cup, the timing is no accident.
Repeating the same sponsorship formula across clubs works only if each partnership feels authentic to its market.
Paste the same activation into a different market, and it stops being funny.
That is the risk with a brand built entirely on the bit.
San Jose's "Clean Sheets" activation and creator-led reveal help distinguish this deal, giving supporters something unique to the Earthquakes.
If the brand continues to add MLS clubs while tailoring the creative to each fan base, it could own a recognizable space within the league.
Looking to create sponsorship campaigns that extend audience reach?
Explore these top sports marketing agencies to find a partner that can connect brand visibility with fan engagement.
