As one of the fastest-growing professional sports leagues in North America, Major League Soccer (MLS) continues to redefine its position in the global sports landscape. With an increasingly diverse fan base and a commitment to innovation, MLS offers brands a unique platform to engage with audiences across the US and beyond. As international players, high-profile signings, and global sponsorships elevate the league’s profile, MLS has become an ideal platform for brands seeking to connect with passionate and multicultural fans.

Our 2024 MLS report reveals significant growth in sponsorship activity, driven by a surge in new deals and the league’s ability to attract global brands from over 20 countries. From evolving sponsorship categories like hospitality and business services to the transformative impact of Apple TV’s league-level partnership, MLS continues to adapt and thrive in a competitive marketplace. This year’s report explores the league’s distinct sponsorship dynamics and examines how innovative partnerships and rising stars are reshaping engagement opportunities for brands.

With MLS team sponsorship revenue up over $50 million across the top three growing categories this season, we’re excited to present our 2024 MLS Marketing Partnerships report. This report offers unparalleled insights to help brands navigate the dynamic MLS sponsorship landscape and discover how the league leverages innovation, international talent, and strategic collaboration to redefine what’s possible in sports sponsorship. Authored by SponsorUnited's Marketing, Business Intelligence, and Analytics teams, the report encompasses more than 1,800 brands, 2,500 deals, and 26,400 social posts from February 1, 2024 to October 15, 2024.

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