MLS sponsorships spike as U.S. soccer gains popularity

The growing popularity of football in the US has provoked sponsorship and stadium’s presence in the Major League soccer 30 years after the launch of the league.

While football is globally supreme, the game is still in the early stages of Fandum in the US, where professional football, basketball, baseball and hockey have long been a favorite among sports fans.

So far this year, MLS sponsorship revenue is in double digits compared to 2024. Last year, Micelob Ultra became MLS official beer sponsor, and in 2023, sportswear giant Adidas Re -made Its partnership with the league.

Brands are moving towards the flagging league, especially when it has been recently enjoyed Increase in tickets and mercury sales Since Global Soccer Superstar Lionel Messi joined MLS’s Inter Miami CF in 2023.

2026 World Cup – which will be in the next summer in the US, Canada and Mexico, “the growing cultural relevance of the game” has helped in fuel process development with “growing cultural relevance of the game”, “said Jane Cramer, executive vice -president of partnership marketing in MLS.

Has been advertisers and abusive Part The category is the last stronghold of the higher audience to spend on live sports in the US Rating Between changes in on-demand streaming, and consumers continue to spend on high experiences and team goods. In addition to the US MainSte League, the climb of women’s sports, youth sports and football has also attracted advertisers.

Even in a moment Economic uncertainty When advertisers often pull back on spending, the game is expected to watch the game Little Effect.

“Instead of hesitating, we are seeing early renewal, entering the game with new brands, and seeing an increase in activity with more multi-year commitments,” said Kramer. “It is a clear indication that smart money is already moving forward. In this environment, brands are giving priority to opportunities that provide efficiency, relevance and cultural credibility.”

Brands from Audi to Sports Illustrated Tickets – which recently handle the naming rights of New York Red Bulls Stadium in Harrison, New Jersey – Sponsor,

In addition to its MLS partnership, AB inbave Mitchellob Ultra signed a deal to become a global official beer sponsor of the ConcacAF Champions Cup and Concacaf W Champions Cup, which works as a route for the FIFA Club World Cup (a separate tournament from the famous World Cup competition).

Sports has provided a large platform to Micelb Ultra to develop its brand. The drink company had a star-staded place This year during Super Bowl, when CNBC Informed The advertisements cost $ 8 million.

“Micelob Ultra has been a full rocket ship over the last few years and today is number 1 Fastest growing beer In the US, “Mikalbal Ultra said, senior vice president of marketing, Ricardo Marks.

Marques stated that MLS partnership “passion points, such as MLS and soccer more widely fit into the company’s strategy in”.

New York Red Bulls last year Compromise A 13-year stadium with naming rights with sports illustrated tickets, including an increase in fan experience in the 20,000-ability area. Financial terms were not disclosed.

Scott Epstein, head of corporate partnership at Red Bulls, said, “From the point of view of both places and team, I have never seen this level of partner integration like sports has started rolling out at Sports Illustrated Stadium.”

For the 2026 season, Sports will also become an official ticketing partner for all events held at the Illustrated Ticket Stadium.

Meanwhile, when Adidas agreed to expand his multi-year partnership with MLS in 2023, it served as the biggest investment of sportswear brand in North American football.

The deal, which passes through 2030, is priced at $ 830 million, already CNBC InformedWhen the contract was Put signature on It was priced at $ 700 million in 2017.

Zola Short, Senior Director of Football Sports Marketing at Adidas North America, said, “Our relationship with MLS has been spread for about three decades, and at that time we have developed the league with a niche property in a culturally relevant force in the global football ecosystem.”

Adidas has long participated with top European football clubs and associations.

Short also mentioned how the MLS Fandum has changed in the US, saying, “It is small, more diverse and deep in community and culture. Fans are just not watching games – they are building supporting groups, building materials and embedding clubs in their city identity.”

MLS Commissioner Don Garber told CNBC Sport during one Interview More than 12 million fans participated in the Games in 2024 in December.

When Inter Miami visited Columbus Crew and Chicago Fire – playing at NFL Stadiums every time – there were more than 60,000 fans. appearance For each game. Match-ups for attendance milestones for both crew and fire, who have been playing at MLS since the late 1990s.

To be fair, the attendance in MLS Games without Messi has also increased, such as for Atlanta United-CF Montreal Games before this season, which Danciner More than 65,000 fans in appearance.

Social media has also been a major marker of development for the league. Before playing at Messi MLS, the league had 1 million followers Meta Instagram. It has since been over 17 million.

MLS says that 60% of its fanbes are made of genes or milleniels. More than 35% is Hispanic. Both population are attractive demographics as the basis of rising expenses for advertisers and abolition.

Nevertheless, it is difficult to measure MLS TV audience. Mls are games … Offered Especially on the MLS season pass of Apple TV, which does not disclose the number of audiences.

However, Garber told CNBC Sport last year “Hum and Apple thought we have more customers.”

According to an advertising data firm, Ado, MLS viewership deficiency, as well as the fact that football matches vs are very low advertising brakes during other games, contribute to lower consumer engagement than other live games.

According to the EDO, live sports are still beneficial in general, although: Male football advertising has been a reliable driver of engagement, with 14% more advertising effectiveness than the primetime average. Advertising effectiveness is measured by the possibility that people will discover products and offerings seen during the business break of football matches, making those slots more valuable to advertisers.

This is why sponsorship, especially the team jersey patch or in-stadium campaigns, translated into the largest dollars for the game.

Last year, the Copa America tournament hosted by the US saw its last game between Argentina and Columbia, which was more than 6 million spectators in the US, Marking The second most observed non-wide cup football telecast in Fox Sports History.

In June, FIFA Club World Cup, which Pits team Kick will be kicked in Miami, against each other including MLS, from the league worldwide.

But this is the upcoming North America-Hosted 2026 World Cup-the national teams fight-it is expected to be a major driver of highlight and US Fandum.

“The last time the US hosted the tournament in 1994, it gave rise to the creation of MLS and the interest of football in this country increased by more than 30%.” “As MLS continues to develop, more brands are assuming that the league provides more than only visibility. It provides a direct connection to a dynamic fan base and provides opportunity to create permanent cultural relevance in a game that is helping to shape the future of sports marketing.”