Procter & Gamble Secures MLS Partnership as Tissue Rival Unveils $775M Expansion
Sofidel plans a $775M Inola, Oklahoma expansion with a 75,000-metric-ton TAD paper machine and 1,000,000 sq ft warehouse to boost U.S. tissue capacity by Q2 2028, intensifying competition for Procter & Gamble. Procter & Gamble’s Head & Shoulders teams with Major League Soccer and Diego Luna for a marketing campaign.
1. Sofidel Announces $775M Inola Facility Expansion
Sofidel will invest $775 million in its Inola, Oklahoma integrated site, installing a 75,000-metric-ton Valmet Through-Air-Dried paper machine and converting lines. The project includes a 1,000,000 sq ft warehouse for pulp, parent reels and 100,000 pallet positions, with laser-guided vehicles and automated loading technology.
2. Competitive Pressure on Procter & Gamble
The Inola expansion, expected online by Q2 2028, marks Sofidel’s push into the U.S. tissue market where it ranks fourth and derives half its revenue from North America. Adding capacity and intralogistics automation could erode Procter & Gamble’s share in toilet tissue and paper towel segments.
3. Head & Shoulders MLS Partnership with Diego Luna
Procter & Gamble’s Head & Shoulders brand has entered a partnership with Major League Soccer featuring rising star Diego Luna. The campaign aims to boost brand visibility among soccer fans and leverage Luna’s profile to drive haircare sales in North America.