The World of MLS Sponsorships: A Basic Guide
Major League Soccer (MLS) has quickly evolved from a startup league in 1993 into a commercial powerhouse, driven largely by the explosive growth of MLS sponsorships. Under the guidance of MLS Commissioner Don Garber, sponsorship revenue has surpassed $587 million in 2023—outpacing even the NFL.
Nowadays top brands like Adidas, Apple (via MLS Season Pass), Coca-Cola, RBC Wealth Management, and BMO Financial Group have partnered with the biggest clubs in MLS such as Inter Miami CF, Houston Dynamo, Portland Timber, New York Red Bulls, Colombus Crew, Sporting Kansas City, and St. Louis City SC. From jersey sponsors and sleeve deals—including left and right sleeve placements—to digital media and fan data integrations, sponsors are taking advantage of a growing, tech-savvy audience across the U.S. and Canada.
With global icons like Lionel Messi boosting the league’s visibility, and clubs like the San Jose Earthquakes, Chicago Fire, and New England Revolution expanding their reach, MLS continues to attract high-demand sponsorship partners across sports, healthcare, finance, and gaming. This proves that the league is no longer just a niche United States experiment, but a thriving part of the global soccer ecosystem.
The long-term partnership with Adidas
Among all the MLS sponsorships that have shaped Major League Soccer, few have been as influential as the long-standing partnership with Adidas. As the official kit supplier since the league’s early days, Adidas solidified its commitment to MLS in 2017 with a massive $700 million deal extending through the 2024 season.
More than just jersey production, the MLS-Adidas partnership covers youth development, grassroots initiatives, and technical support across all MLS teams because Adidas recognized the rising demand and long-term potential of soccer in North America—especially with the 2026 FIFA World Cup approaching in the USA, Canada, and Mexico.
This sponsorship was very important for the league’s growth and credibility and gave MLS Commissioner Don Garber a powerful foundation to attract other top-tier brands like Apple (via MLS Season Pass), Coca-Cola, and BMO Financial Group. Adidas was the only brand to invested this deeply early on and it became the blueprint for how rights holders and sponsors can build lasting success with a league that continues to grow.
Other important sponsorship deals
As Major League Soccer enters its third decade, the league has become a magnet for high-profile brands looking to reach a younger, digitally engaged generation of sports fans. From betting platforms to beverage giants and AI startups, MLS sponsorships have evolved into a dynamic mix of traditional and tech-forward partnerships.
Under MLS Commissioner Don Garber, the league now boasts a record 36 official sponsors for the 2025 season, with many deals strategically designed to capitalize on media, social data, and digital experiences. Below is a breakdown of some of the most important and recent sponsorships driving this growth:
Notable MLS Sponsorships and Brand Partnerships
- XBTO & Inter Miami CF – One of the first MLS teams to align with a crypto and betting-related sponsor, paving the way for others to enter the digital finance space.
- MGM Resorts – League-wide partnership delivering official data and betting content across various platforms.
- Michelob Ultra – Took over as the official beer sponsor in 2024, replacing Heineken after nine seasons; available in all territories except Canada.
- Asahi Super Dry – Holds beer sponsorship rights in Canada, replacing Budweiser.
- Coca-Cola & Powerade – Renewed through 2029; includes U.S. and Mexico rights in the sports drink category.
- Century 21 – Joined in 2025 as part of MLS’s focus on brands targeting younger demographics.
- Pernod Ricard (Jameson) – A new addition in 2024, reflecting MLS’s appeal to lifestyle and beverage brands.
- RBC Wealth Management – Signed on in 2023, highlighting the league’s reach into finance and professional services.
- Discount Tire – Entered in 2024, expanding sponsorship within the automotive service category.
- TikTok – Became an official short-form video partner in 2023, capitalizing on MLS’s younger fan base and viral content strategy.
- Apple & MLS Season Pass – A transformational media deal providing global streaming access and deep brand integration.
- Adidas – Celebrating its 30th season with MLS and now extended through 2030—the longest-running sportswear partnership in North American sports.
- Audi – Official automotive sponsor of the league, prominently featured during the MLS Cup tournament and throughout the season.
- TeamSnap – The preferred platform for youth soccer training and coaching, supporting grassroots development.
- Sorare & IMG Arena – Key data and fantasy sports partners, bridging blockchain and real-time analytics.
- Sweet – A new 2024 partner offering collectible digital highlights, furthering fan engagement.
- Caterpillar, DoorDash, Campbell Snacks, Procter & Gamble – All contribute to MLS’s diverse ecosystem of sleeve sponsors, jersey sponsors, and stadium activations.
Summary
Major League Soccer has rapidly evolved into one of the most commercially successful sports leagues in North America, with sponsorship revenue exceeding $587 million in 2023. Powered by a young, digital-first fan base and the influence of global stars like Lionel Messi, MLS has attracted top-tier sponsors including Adidas, Apple (via MLS Season Pass), Coca-Cola, and RBC Wealth Management.
The league now features a record 36 corporate partners, ranging from betting platforms and beverage brands to tech and finance companies. This growing sponsorship ecosystem reflects MLS’s unique ability to connect with modern sports fans while delivering long-term value to its brand partners.
Frequently Asked Questions
Why are all MLS kits Adidas?
All Major League Soccer kits are made by Adidas because the brand has been the league’s exclusive apparel partner since its launch, making it the only brand to supply uniforms for all MLS teams including. This long-standing MLS sponsorship deal—extended through 2030—has become a major driver of league identity, supporting everything from jersey sponsors and sleeve sponsors to grassroots programs and fan engagement across the U.S. and Canada.
Is there a connection between iGaming boom and MLS?
Yes, there is a strong connection between the iGaming boom and Major League Soccer, especially after the repeal of PASPA in 2018 allowed sports betting to become legal across many U.S. states. Since then, MLS sponsorships with betting operators have grown rapidly, with top-tier platforms—such as those ranked on oddschecker—now appearing on jerseys, stadium signage, and even sleeve sponsor placements for clubs.
