Nearly 30 years after its inaugural season, it’s safe to say that MLS has conquered America – at least most of the soccer audience in the U.S. The league has expanded to 29 teams and reported a record attendance during the 2024 regular season. At the same time, MLS has also set a record for sponsorship revenue in 2024. Sponsorship revenue is another clear sign of the growth of the league within the U.S. Similarly, sponsorships are a key part of the league’s hope of extending its reach and gaining a global audience.
Naturally, the two things are inherently linked. More fans in stadiums and more screens tuned in to watch MLS games means more sponsors will be interested in partnering with MLS. It also means those sponsors will be willing to pay more to have their brand associated with the league. Potential sponsors have taken note not just the higher attendance numbers but also of the atmosphere in stadiums for MLS games and the community engagement of clubs. This has also led to greater interest from sponsors.
Of course, the higher attendance in 2024 can also be attributed to a few other factors. Most notably, the presence of Lionel Messi and other star players has shone a brighter light on the league, bringing in more interest from outside the U.S. There should also be credit going to MLS for hiring Chris McGowan to serve as a consultant for clubs on their business strategies. McGowan’s team has helped share the best practices on the business front, which contributed to the record-setting attendance numbers.
New Partners Show Growth Of The League
Along with those roughly 11.5 million fans in 2024, MLS also signed sponsorship deals with 18 new partners. That number alone showcases the growth of the league. While many of the sponsors on the front of team jerseys are local brands specific to those teams’ cities, MLS also has several corporate sponsors that have a global reach. This includes the likes of Apple, Adidas, Coca-Cola, EA SPORTS, TikTok, and more. Specifically, the 10-year, $2.5 billion agreement with Apple in 2023 is a global partnership. This has made MLS games available in over 100 countries in which Apple TV operates.
Like other pro sports leagues, MLS has started to embrace the world of sports betting, which is a fast-growing industry. Among MLS sponsors is MGM Resorts, which falls under the same umbrella as BetMGM Sportsbook. In addition to being known for resorts and hotels, MGM is now among the most respected brands in the betting industry. Given that relationship with MGM and the league’s desire to expand globally, it’s fair to wonder if MLS could pursue sponsorships with UK online casinos. There is no shortage of reputable online casinos based in the UK.
Keep in mind that several Premier League teams have a sponsor from the gambling industry. If MLS aims to mimic the Premier League’s global reach, aligning with more betting platforms is a strategy worth exploring. Even if this isn’t the most innovative idea, the path to MLS being more popular globally could involve copying what has been successful for the top European leagues.
To its credit, MLS has already started to recognize this. In early October, MLS partnered with One Football, a German digital media platform. European giants like Manchester City, Real Madrid, and FC Barcelona are also among One Football’s shareholders, so MLS is in good company in that respect. As part of the partnership, One Football will have access to MLS highlights, which will help introduce the league to a broader audience outside of North America.
In terms of its global reach, MLS is still not where it wants to be. The presence of players like Messi and the growing anticipation of the 2026 World Cup in North America are undoubtedly helping. However, MLS is also showcasing plenty of business savvy and using strategic partnerships to help give the league a global footprint.