Major League Soccer (MLS) has come a long way since its inception in 1996. The league has seen exponential growth in popularity, with a massive following across the United States and Canada. This rise in popularity has also attracted some of the world’s biggest brands, who are eager to sponsor and partner with the league. In this article, we take a look at the most significant sponsorships of MLS and the impact they have had on the league.
Adidas
One of the biggest sponsors of MLS is Adidas. The German sportswear giant signed a deal with the league in 2004, becoming the official supplier of the league’s match balls and uniforms. The agreement was later extended in 2010, making Adidas the exclusive provider of apparel and equipment for all 20 MLS teams.
The partnership has been an enormous success, with Adidas helping to elevate the league’s brand through innovative and stylish designs. The partnership has also helped to increase revenue for the league, with merchandise sales hitting record numbers.
Heineken
Who doesn’t like to have a pint while watching soccer? This is why it’s only natural that another major sponsor of MLS is Heineken. The Dutch beer brand has been a partner of the league since 2014, and its presence is felt through various activations at games and events.
Heineken is the official beer partner of MLS, and their sponsorship has helped to create a fun and exciting atmosphere at games. Heineken’s sponsorship also extends to the league’s international tournaments, such as the CONCACAF Champions League, where the beer brand is a presenting partner.
EA SPORTS
The gaming and entertainment industry is a lucrative market, and MLS has not been left behind. As one of the longest-standing sponsors of MLS, EA SPORTS has set an example for other companies looking to forge successful partnerships with the league. Its inclusion of MLS in the popular FIFA franchise has increased the league’s exposure to a global audience and provided fans with a new way to engage with their favourite teams and players.
The success of the EA SPORTS partnership highlights the potential benefits for companies like Entain, who not only manage global brand PartyCasino but several others, to invest in sponsorships and partnerships with MLS. By aligning themselves with one of the fastest-growing sports leagues in North America, companies can increase their brand exposure and connect with a passionate and engaged fanbase.
Audi
The German car manufacturer became the league’s official automotive partner in 2015, signing a multi-year deal. Audi’s partnership with MLS has been more than just branding, with the car company actively involved in the development of soccer in the United States. Audi has sponsored various youth soccer initiatives, and their partnership with MLS has helped to drive interest in the sport at the grassroots level.
The biggest sponsorships of MLS have had a significant impact on the league’s growth and popularity. Brands such as Adidas, Audi, and others have helped to elevate the league’s profile and bring in much-needed revenue. As MLS continues to grow, it will be interesting to see which new brands will join the league as sponsors and partners.
