Here, we look at the organisations enjoying a strong branding presence across the physical and digital assets of Major League Soccer (MLS), the topmost division of men’s professional club football in the US, as its official sponsors and partners for the 2025 season.
A multi-year extension of their agreement was announced by Major League Soccer and Adidas in February 2023. As part of the comprehensive deal, Adidas continues to serve as an official supplier of the league as well as its clubs and their youth academies. The current deal between the two will run until the end of the 2030 MLS season.
The MLS–Adidas partnership was established in 1996 — the year the league was founded. In accordance with the extended contract, Adidas acts as the league’s official sponsor, footwear supplier, and apparel supplier. It also serves as the presenting partner of the MLS NEXT Golden Ball (MVP) and MLS NEXT Best XI awards.
As the official home, auto, life, and retirement insurance partner of MLS, American insurance company Allstate renewed its agreement with the league in November 2022 on a multi-year basis.
With Allstate brand visibility via TV, digital, and social media content, as well as public relations, in-stadium exposure, and on-site activations at important events, the collaboration uses a multi-channel approach. Allstate has officially supported MLS since 2011.
In June 2024, brewing giant Anheuser-Busch InBev (AB InBev) announced a multi-year international partnership with Major League Soccer.
The deal includes all matches across the MLS regular season and the Campeones Cup, an annual trophy contested between the reigning champions of MLS and Mexico’s top-tier Liga MX.
As part of the deal, AB InBev’s Michelob Ultra brand acts as the official beer sponsor of the MLS, having taken over from Heineken in the category.
In June 2022, Apple and Major League Soccer announced that, starting with the 2023 season, Apple TV+ would be the exclusive destination to watch every single live MLS match.
Until the end of the 2032 season, fans can catch every live MLS match exclusively through Apple TV. Apple also provides weekly live match whip-around shows, game replays, highlights, analysis, and other original programming.
American telecom giant AT&T became the official communications sponsor of Major League Soccer in 2009 after reaching an agreement with the league and the United States Soccer Federation (commonly referred to as US Soccer).
AT&T thus provides comprehensive behind-the-scenes MLS content, featuring player interviews and notable highlights.
In July 2022, Soccer United Marketing (SUM), the marketing arm of MLS, announced a multi-year extension of the partnership between the league and AT&T, which sees the latter continue its role as the presenting sponsor of the MLS All-Star Skills Challenge, a unique event to bring players and fans together through 5G experiences.
Audi of America, the US division of the German automaker, announced in February 2023 that its cooperation with MLS would be extended. Under the terms of the new agreement, Audi continues to serve as the league’s official automotive partner, the title sponsor of the MLS Cup Playoffs, and the official presenter of the MLS Golden Boot.
Since 2015, Audi of America has been the official automobile partner of Major League Soccer. Through this partnership, more than 1,600 young players have benefitted from improved educational opportunities, more than 130 young players have access to greater housing alternatives, and MLS academies have received a reported US$4 million in financial support.
Additionally, the Audi Goals Drive Progress Impact Award was launched in 2023 with the aim of honouring players’ notable volunteer activities in the community.
A multi-year agreement between MLS and Avant, a credit-first financial technology firm, was announced in August 2022. Pre-sales on tickets, express entry for key events, and merchandise are thus made available to all Avant cardholders.
Additionally, 21 American MLS sides have licensed Avant to design specific credit card layouts for them. The extensive partnership’s other highlights include the inclusion of Avant at important MLS occasions, including the MLS All-Star Game, the MLS Cup Playoffs, and the MLS Cup. Avant also acts as a Presenting Sponsor for MLS games on TelevisaUnivision, a Spanish-language free-to-air American television network.
In February 2024, Major League Soccer signed a global partnership agreement with Beats by Dre, with the latter coming on board as the league’s Official Consumer Audio Products Partner.
The multi-year deal sees eight MLS sides (Atlanta United FC, the Columbus Crew, Inter Miami CF, Los Angeles FC, Nashville SC, New York City FC, St Louis City SC, and Toronto FC) get custom Beats headphones. As part of the deal, MLS players also star in various Beats marketing campaigns and promote its products via pre- and post-match activations.
A division of US-based Campbell Soup Company, Campbell Snacks was named an MLS sponsor in June 2023 and will serve in that capacity until the end of the league’s 2026 edition.
As per the agreement, Campbell Snacks acts as the official snack sponsor of MLS and runs commercials at stadiums, as well as storefront displays and community outreach initiatives in some regions, while also featuring at major MLS events like the MLS All-Star Game and the MLS Cup.
In addition, Campbell Snacks also carries out community-focused charitable programmes all throughout the league in collaboration with MLS WORKS, the league’s social responsibility arm.
Captain Morgan and MLS reached an agreement in 2019, which made the former the official spiced rum and exclusive spirits partner of the league.
Thanks to the deal, fans can avail Captain Morgan Original Spiced Rum bottles with personalised MLS labels featuring official team colours and crests. The brand also entered the Canadian market through MLS in 2020, being promoted at MLS venues through pitch signage at the home grounds of the league’s three Canadian clubs, as well as through broadcast advertisements on TSN, TVA Sports, and digital MLS channels.
Caterpillar, a leading global manufacturer of mining and construction equipment, became an official MLS sponsor in 2022.
The partnership is intended to increase awareness of the Caterpillar brand among a wider, more diverse audience in the US and Canada and deepen engagement with the league’s fan base. MLS and Caterpillar work together on product integration, with Caterpillar dealers gaining access to special football events for their employees, clients, and families.
Energy drink manufacturer Celsius Holdings signed on as the Official Energy Drink of MLS in August 2023.
The deal, set to run until the end of the 2026 season, entails Celsius acting as the presenting partner of added time for both halves of an MLS game. Additionally, Celsius branding features on the LED boards during games, tracking substitutions alongside added-time minutes. Celsius also runs campaigns for consumers and carries out other activations during MLS matches.
In order to help association football reach new heights in the US, The Coca-Cola Company, the US Soccer Federation, and Major League Soccer announced a multi-year collaboration deal in 2015. The Coca-Cola Company was thus chosen as US Soccer’s official beverage partner for all non-alcoholic beverage categories, including carbonated beverages and water.
In July 2023, Coca-Cola struck a “transformative” long-term partnership agreement with the US Soccer Federation and MLS, which entailed the beverage giant further supporting the growth of the game at every level in the country.
As per the current agreement, all parties work on “legacy events” to highlight domestic talent and increase opportunities for all US youth national teams and extended national teams to increase participation and grow the sport in the country.
In May 2025, Major League Soccer announced a multi-year extension of its partnership with German tyre maker Continental. The two first teamed up in 2010.
As part of the deal, Continental remains the Official Tire of the league and acts as the presenting partner of Sunday Night Soccer on MLS Season Pass on Apple TV.
Additionally, as a global partner, Continental maintains partnerships with all 30 MLS clubs, including newcomers like San Diego FC. This access allows for activations in all markets throughout the season, which also include hyper-local events aimed at celebrating club identity, igniting community pride, and strengthening fan engagement.
In April 2024, Discount Tire, a US retailer of tyres and wheels, announced a multi-year partnership with MLS, coming on board as the Official Tire Retailer of MLS, the MLS All-Star Game, and the MLS Cup.
As per the agreement, Discount Tire is integrated into MLS broadcasts and ad assets on MLS Season Pass and FOX, while also featuring across in-stadium promotions, offering customer sweepstakes, and executing grassroots marketing and community outreach programmes via its stores.
A multi-year collaboration agreement between Major League Soccer and DoorDash, an American online delivery platform for food and groceries, was announced in March 2022, which designated the latter as the official on-demand delivery platform of MLS, MLS NEXT, and eMLS, the latter two being the league’s youth development initiative and its esports division, respectively.
To mark the beginning of their collaboration, MLS NEXT and DoorDash introduced “MLS NEXT Delivering Access presented by DoorDash”, a programme designed to help up-and-coming footballers.
Since the start of the 2022/23 MLS NEXT season, DoorDash has been offering young footballers in the US and Canada training and competition opportunities. The “MLS NEXT Delivering Access” initiative helps towards relieving football communities throughout the MLS NEXT ecosystem by sharing stories of the players’ self-sacrifice.
EA Sports, the sports video game division of Electronic Arts, and Major League Soccer announced an extension of their partnership in 2022. EA Sports thus retained its status as an official partner of MLS and its official esports league, eMLS, which was established in 2018.
As part of the agreement, EA supports both eMLS League Series 1 and 2 as well as the eMLS Cup, which are all based on EA Sports’ football simulation video game series FC (formerly FIFA).
Along with social media advertising across MLS and club platforms, the current agreement also entails joint marketing efforts from MLS and EA Sports. The league, as well as its teams and players, feature in each FC instalment in a fully licensed guise.
In May 2025, EA Sports announced a landmark collaboration with MLS and Apple TV with the aim of revolutionising the football fan experience via FC‘s smartphone offering, FC Mobile. Players can thus watch select live MLS regular season matches directly within the in-game FCM TV portal thanks to a live simulcast from the MLS Season Pass on Apple TV.
Cobb County, Georgia–headquartered Home Depot has been Major League Soccer’s sole home improvement retailer since 2008. In 2019, it was announced that Home Depot would remain the league’s Official Home Improvement Retailer. The partnership was last renewed in 2023.
As per the agreement, MLS and Home Depot work on fan experiences and aim to expand the game across North America. Home Depot caters to MLS fans through branded storytelling as well as carries out activations at major MLS games.
A partnership between MLS and IHG Hotels & Resorts (IHG), a UK-based global operator in the hospitality sector, was announced in 2022.
IHG thus acts as the Official Hotel Partner of MLS. The two work on developing exclusive experiences for IHG One Rewards members and MLS supporters in the US. IHG One Rewards members can use their points to purchase MLS tickets, VIP access to upscale football events, MLS experiences, unique league content, and other items. IHG branding also features at important MLS occasions, including the MLS All-Star Game, the MLS Cup Playoffs, and the MLS Cup.
In December 2024, MLS announced a multi-year North American pact with Irish whiskey brand Jameson.
The agreement designates Jameson as the Official Whiskey of MLS and the MLS All-Star Gameday Hospitality. As per the deal, the Pernod Ricard-owned brand caters to football fans throughout North America.
Jameson features on the national MLS Season Pass and Fox broadcasts as well as the in-stadium promotions. It also collaborates with MLS on several digital and out-of-home marketing campaigns, including on-site fan experiences and content creation. Exposure at the MLS All-Star Game is also part of the agreement.
In February 2025, it was confirmed that Powerade would replace BodyArmor as the official sports drink of MLS with the start of the 2025 season in accordance with a five-year agreement reached with Coca-Cola.
As part of the agreement, which is set to run until the end of the 2029 MLS season, Powerade products will be made available to players on the sidelines during games as well as at training facilities, with Powerade branding featuring on equipment like coolers and towels. The deal also includes partnerships with ten individual MLS clubs and extends to US Soccer.
In 2021, global consumer goods giant Procter & Gamble established a broad collaboration with MLS, enabling its brands Gillette, Old Spice, Crest, Oral-B, Dawn, Charmin, and Bounty to engage with the league’s fan base.
In accordance with the agreement, P&G also sponsors the MLS All-Star Game, the Leagues Cup, the Campeones Cup, and the Mexico men’s national team’s tour of the US. P&G and MLS also work together on initiatives to help regional communities and improve equity and inclusion in sport.
In 2023, RBC Wealth Management, a US-based financial management organisation, announced a new multi-year relationship with MLS.
RBC Wealth Management is thus present at MLS Player Engagement events and offers a range of workshops and educational opportunities for players. The collaboration also entails brand integration across the league’s streaming, digital, and in-stadium assets, with on-site activation at key MLS events also part of the agreement.
In 2022, MLS signed a multi-year partnership agreement with Sorare to launch official NFTs (non-fungible tokens) through the latter’s sports fantasy platform.
Sorare is a blockchain-based digital collectibles and fantasy football platform developed by Saint-Mandé, Paris–headquartered French company SORARE SAS.
In October 2024, Major League Soccer and the Major League Soccer Players Association (MLSPA) teamed up with Sweet, a digital collectibles platform.
The partnership has introduced MLS QUEST, which allows fans to collect notable MLS moments, follow their favourite players and teams, and acquire exclusive MLS rewards.
MLS QUEST is a video-based collector challenge, in which fans seek official MLS QUEST Pick Up Zones to collect “Key Play of the Game Medallions”, accomplish missions, and unlock rewards and experiences like immersive VIP experiences.
In March 2023, MLS announced Ticketmaster as its Official Ticketing Partner, allowing fans a streamlined process from purchasing to selecting the ideal seat through interactive 3D stadium views.
Additionally, Ticketmaster collaborates with MLS to provide customised solutions via innovative engagement technologies and branded experience.
In March 2023, MLS and social media platform TikTok announced a multi-year partnership.
The deal entails exclusive MLS content and in-app programming, as well as in-stadium activations and sponsorship of several MLS events and competitions.
In April 2025, MLS announced a multi-year renewal of its partnership with TikTok.
In October 2022, TOCA Football, a global tech-enabled football experience company and operator of indoor training centres across North America, announced a historic ten-year partnership with Major League Soccer (MLS).
Aimed at growing the sport and developing future players in North America, the partnership makes MLS a TOCA shareholder. Since 2023, TOCA has been acting as an official training and entertainment facility partner of the league, integrating MLS content across its training centres and hosting various activities at TOCA Soccer venues and MLS team stadium events across the US and Canada.
Additionally, TOCA and MLS also work on developing training curricula that leverages the former’s proprietary tech, including data capture and analytics. Co-branded games for TOCA Social, an interactive football entertainment and dining venue, are also part of the agreement.
In May 2025, TOCA extended its partnership with MLS until 2036.
Imagn, a photo wire service and business unit of Gannett and Co, was announced as the Official Supplier and Official Photography Partner of MLS in May 2021. The company also announced a long-term partnership with the Major League Soccer Players Association.
The deal has been dubbed long-term, although specifics remain undisclosed.
Major League Soccer and Apple have in place a ten-year agreement, estimated to be worth US$2.5 billion. Announced in June 2022 and having kicked off with the start of the 2023 MLS season, all live MLS games are exclusively available on Apple TV as part of the global media rights deal.
Apple also provides weekly live match whip-around shows, game replays, highlights, analysis, and other original programming.
In 2017, Major League Soccer announced multiple media deals in Canada, including a five-year contract with TSN and a five-year deal with TVA Sports, which allowed the network to broadcast in French across Canada.
With the new agreement, TSN, which has been the official MLS broadcaster in Canada since 2011, expanded its coverage in 2017, providing exclusive English-language coverage of each game involving Toronto FC and Vancouver Whitecaps FC, as well as major games involving American clubs.
TVA Sports, meanwhile, as the exclusive French-language broadcaster of Montreal Impact games, serves as the league’s official broadcaster. The MLS All-Star Game, the MLS Cup Playoffs, and the MLS Cup are also part of this agreement.
Both TSN and TVA Sports renewed their media rights agreement with MLS in 2022.
In 2022, Fox Sports began airing MLS matches in the US as part of a four-year deal, ending the broadcasting run of ESPN and ABC since the league’s inception in 1996. At least 34 regular season, eight playoff, and MLS championship games are broadcast on Fox Sports.
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