MLS Sponsorships Spike

TODAY’S STORY

MLS sponsorship revenue is soaring in 2025, driven by the rising popularity of soccer in the United States.

The league has reported a double-digit increase in sponsorship income compared to the previous year. Major brands have taken notice, with Michelob Ultra becoming the official beer sponsor in 2024 and Adidas renewing its long-standing partnership in 2023. These deals underscore the growing commercial momentum behind MLS.

Brands are increasingly investing in MLS, drawn by powerful tailwinds shaping the league's momentum:

• Young and Diverse Fanbase: MLS reports that 60% of its fans are Gen Z or millennials, and approximately 30% are Hispanic, demographics that are highly attractive to advertisers seeking to engage with younger and more diverse audiences.

• Anticipation of the 2026 FIFA World Cup: The 2026 FIFA World Cup, hosted in North America, is expected to draw over 5 million attendees and boost U.S. soccer interest—much like the 1994 tournament, which spurred MLS’s creation and a 30% rise in national interest.

• Impact of Lionel Messi's Arrival: Since Lionel Messi joined MLS’s Inter Miami CF in 2023, the league has enjoyed a recent surge in ticket and merch sales

MLS is growing from the ground up, driven by culture, community, and a new generation of fans.

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Kieran & Justin Ryan