Here are the sponsors for Major League Soccer (MLS) – the flagship soccer competition of the United States of America and Canada.
FOUNDED – 1993
Adidas – Unlike other leagues where individual clubs are responsible for their own kit suppliers, the MLS clubs are covered by a league-wide deal with Adidas. The German sportswear giant has been the official kit supplier for the entire MLS stable since 2004. The two parties last renewed their partnership in August 2017 to run until the end of the 2024 MLS season in a deal reported by Forbes to be worth US$700 million.
Allstate – Headquartered in Northfield Township, Illinois, insurance company Allstate serves as the official home, auto, life and retirement sponsor of MLS since 2011. The partnership sees the two parties work on co-branded marketing campaigns, with Allstate enjoying a strong branding presence across MLS’s physical and digital assets. The two last renewed their partnership in a multi-year agreement in June 2017 that runs until the end of this year.
AT&T – Headquartered in Downtown Dallas, Texas, telecom giant AT&T is an official sponsor of MLS since 2009. Under the deal, AT&T serves as the presenting sponsor for MLS’s Decision Day – the final matchday of the regular season – as well as the MLS Goal of the Week, Month and Year votes. The two last renewed their partnership in June 2017.
Audi – Based in Herndon, Virginia, the American arm of German automaker Audi serves as an official sponsor to the MLS since March 2015. Under the deal, Audi serves as the title sponsor for the MLS Playoffs. After renewing their partnership in July 2018, the two expanded their deal a year later to launch a new youth programme called “Audi Goals Drive Progress”, which is aimed at providing funding for MLS’s youth academies. The current deal between the two parties runs until the end of the 2022 MLS season.
Coca-Cola – MLS signed Coca-Cola as their official beverage partner in April 2015, ending their 19-year association with rival brand Pepsi. Apart from supplying beverages during MLS events, Coca-Cola also works with the league on several grassroots initiatives.
BodyArmor – MLS announced BodyArmor as their official sports drink partner in September 2019 in a deal that would kick off with the 2020 MLS season. Headquartered in Queens, New York, BodyArmor is a sports drink brand partially owned by Coca-Cola. As per the partnership, the sports drink is made available during MLS matches and training sessions. The two parties also work together to create co-branded content, with BodyArmor enjoying a strong branding presence across MLS’s physical and digital assets.
Captain Morgan – The Diageo-owned spiced rum brand is an official partner of MLS since July 2019. Apart from sponsoring the league’s All-Star Game and Campeones Cup, Captain Morgan also has individual tie-ups with the following MLS teams – Seattle Sounders, Philadelphia Union, Chicago Fire, D.C. United, New York City FC, Inter Miami CF, Los Angeles FC, Minnesota United and Nashville Soccer Club.
Continental Tire – The Hanover-based German tire manufacturer serves as the official partner and the official tire to MLS as well the official tire partner to all MLS clubs. The sponsorship sees Continental and MLS work on co-branded content, with the former enjoying a strong branding presence across the latter’s physical and digital assets. The two parties last renewed their deal in March 2017.
EA Sports – MLS are yet another league part of EA’s license portfolio. As a sponsor, EA continues to hold data and image rights for the likeness of MLS, their teams, and players for its flagship football simulation game – FIFA. MLS is also supported by EA via eMLS – their esports tournament – by having FIFA as their football game of choice. The two parties last renewed their partnership in a five-year agreement in October 2016.
Headspace – MLS signed a three-year deal with Headspace in April 2019. Headquartered in Santa Monica, California, Headspace is an online healthcare company that focuses on mindfulness and meditation. The partnership with MLS sees Headspace’s subscription provided to the club staff and players of all MLS teams as well opportunities for in-person sessions, in an attempt to promote mental health welfare.
Heineken – The Dutch brewing company is the official beer partner of the league since 2015. Aside from pouring rights at MLS matches, the partnership focuses on creating fan experience opportunities, sponsoring the league’s Rivalry Week matches, and support the ‘Soccer Is Here’ campaign, which focuses on the US’s football history. The two last renewed their partnership in a five-year deal in March 2018.
The Home Depot – Headquartered in Cobb County, Georgia, The Home Depot is USA’s largest home improvement retailer that serves as an official sponsor to MLS since 2008. The sponsorship focuses on co-branded campaigns using MLS’s roster of star-studded players. The two parties last extended their deal in a three-year agreement in June 2019.
JLab Audio – Headquartered in Carlsbad, California, American consumer audio brand JLab Audio became the official audio partner of MLS in November 2017. The partnership sees JLab supple audio electronics products to MLS’s players. JLab also holds branding rights across the league’s physical and digital assets. The two parties last renewed their deal in a multi-year agreement last November.
Kellogg’s – MLS’s deal with the Chicago, Illinois-based food manufacturer makes Cheez-It and Pringles their official snacks, and Eggo the official waffle. Kellogg’s also supports eMLS and holds image rights for MLS branding to feature in its nationwide packaging. The two parties last extended their partnership last month in a multi-year agreement.
MGM Resorts International – MGM became the league’s first ever official gaming partner in March 2019. The deal also saw Roar Digital become the league’s the exclusive official sports betting partner. As part of the deal, MGM gets access to the league’s data for fans and sports betting customers, as well as a strong branding presence across the league’s physical and digital assets.
Post Consumer Brands – The Minnesota-based American consumer cereal manufacturer became the exclusive cereal sponsor of MLS in February 2018. The deal sees Post Cereal gets branding exposure across MLS’s matches – both in-stadium and during broadcast. Post also releases limited edition products with MLS’s branding.
SeatGeek – SeatGeek became the official ticketing partner of MLS in July 2016. Based in New York, SeatGeek is an online ticket platform that allows users to buy tickets at their own convenience. The sponsorship also grants SeatGeek branding exposure across MLS’s physical and digital assets. Target – The Minneapolis-based retail corporation became an official sponsor of MLS in January 2017. The deal grants Target ad-time during MLS’s national broadcast, alongside in0stadium advertising and digital branding. The two parties last renewed their deal in November 2019.
Wells Fargo – The California-based financial services company is the exclusive retail banking and commercial lending sponsor of MLS since August 2013. The partnership sees Wells Fargo and MLS work on co-branded marketing campaigns, with the former granted ad-time during MLS’s national broadcast along with in-stadium branding. Wells Fargo also supports MLS’s annual Community MVPs Program – an initiative aimed at recognising MLS fans who go above and beyond to serve their communities. The two parties last renewed their deal in a four-year agreement in April 2017.
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