MLS 2025 Sponsorship Intelligence Report
Major League Soccer enters the 2025 season as one of North America’s most dynamic sponsorship platforms, with team-level sponsorship revenue reaching an estimated $716 million, up 8% year over year. This growth is being fueled by a wave of new premium assets, expanding category participation, and the league’s rising cultural relevance as the U.S., Canada, and Mexico move toward hosting the 2026 FIFA World Cup.
Methodology:
This report offers a preview analysis of brand sponsorships, endorsements, and social engagement across MLS teams and its athletes for the 2025 season.
In additional to traditional sponsorship deals, the total number of team deals could also include individual brands that are part of a parent company portfolio; deals signed at the league level (but that include team signage); and/or sponsorship deals signed through third-party agencies. In cases where a parent company secures a sponsorship deal and provides exposure for multiple sub-brands, the exposure of each sub-brand is counted as a separate, individual deal.
Social data was collected using SponsorUnited's proprietary social media tracking metrics—specifically Total Engagement—and compiled from property or person-controlled accounts on Instagram, Facebook, X (Twitter), TikTok, and LinkedIn. Sponsorship data was gathered from multiple sources, including observed brand placements in-game and during broadcasts, team websites, and official announcements.
This 2025 MLS Sponsorship Intelligence Report was jointly authored by SponsorUnited's Marketing, Business Intelligence, and Analytics teams, using data from February 15, 2024 to November 28, 2025. Data for this report was sourced from the SponsorUnited SaaS platform, which tracks and analyzes sponsorship activity across all major MLS teams and athletes.
About SponsorUnited:
Launched in 2018, SponsorUnited is the leading global sports and entertainment intelligence platform, delivering actionable data and insights to build stronger marketing partnerships. We provide unrivaled knowledge across the sponsorship and media landscape so our clients can make impactful decisions that drive business.
With over 403,000 brands, 2.2 million deals, and 21.1 million data points across sports, entertainment, media, and talent, our SaaS platform enables brands, rights holders, and agencies to partner more effectively. By delivering real-time trends, on-demand research, and the most comprehensive data available, we connect the entire sponsorship ecosystem and are rewriting the partnership playbook.
