There’s no denying the seemingly unstoppable momentum of Major League Soccer, as evidenced by the fact that brands spent a record $461M in sponsorships across MLS clubs this year. Let’s take a look at three reasons behind this new benchmark.
The number of brands sponsoring MLS increased by roughly 25% in the last three years.
A few factors fueled MLS sponsorships’ growth, starting with the addition of six league-level sponsors this year: Avant, IHG, Socios, Sorare, Doordash, and Caterpillar. Meanwhile, the Alcohol, Media and Technology categories added the most brands during the 2022 season.
Digital assets grew within MLS venues.
Digital advertising in MLS increased more than 18% in 2022 across 13 different digital asset classes. The video board reigned supreme, as more than 500 brands utilized it this season—a 20% rise over last year.
adidas and Continental Tire remained the most active brands–followed by Socios.com, which aims to become MLS’ next long-term partner.
adidas, the league’s longest tenured partner at 26 years, and 12-year partner Continental Tire both have sponsorships with every MLS team. A newcomer this season, fan engagement platform Socios.com became both an official MLS partner and Official Fan Loyalty Partner of 26 MLS clubs–signaling its serious long-term sponsorship plans within the league.