‘Elevate Soccer Culture’: MLS, Marketers, Media Partners Pitch In For 2023 Season
Wednesday, February 22, 2023 at 04:20PM By Barry Janoff
February 22, 2023: As Major League Soccer enters its 28th season — and with just three years until the 2026 FIFA Men’s World Cup hosted by the U.S., Canada, and Mexico — the league plans to continue building momentum that has seen it reach record numbers in marketing deals, media rights and presence across North America.
On the eve of its 2023 campaign, MLS has signed a multi-year pact under which adidas would continue as the official supplier for the league, its clubs and youth academies.
MLS this week also extended its alliance with Audi, an official MLS partner since 2015; and signed a new multi-year pact with financial firm RBC Wealth Management.
The league is coming off a record-setting season in which it totaled $461 million in club sponsorship revenue generated across 1,300 unique brands, according to the MLS 2022 Marketing Partnerships Report from global sports and entertainment intelligence platform SponsorUnited.
As part of its renewed, long-term agreement, adidas — which has been a league partner since MLS launched in 1996 — remains the “official sponsor, footwear provider and apparel provider of MLS."
Adidas will continue outfitting MLS clubs with all jerseys, footwear, training gear and sideline apparel, and will also provide the official match ball for all MLS properties, including MLS NEXT Pro and MLS NEXT.
The new agreement also features additional investment in youth development and community activation.
Financial terms of the extension were not shared.
"We are so pleased to extend our partnership with adidas, the leading soccer brand in the world," MLS commissioner Don Garber said via the league.
"Adidas had been helping to drive the popularity of MLS and the sport of soccer in North America for generations and we look forward to working closely with them to accelerate our growth leading into and following the 2026 FIFA World Cup."
Through this renewed partnership, MLS and adidas said they would “continue to grow the sport, and elevate soccer culture and communities. Together, MLS and adidas will launch new, inclusive initiatives to empower, support and inspire a future generation of players and fans ahead of the 2026 World Cup and ensuring a legacy beyond it.”
The biggest new alliance for 2023 comes via a ten-year deal with Apple TV unveiled last June, valued at $2.5 billion by industry analysts, under which people can watch every match from every club via the Apple TV app.
MLS also extended its media deal with Fox Sports and added Univision, both thru 2026, but did not renew its pact with ESPN, which ended after the 2022 season.
“Apple is the perfect partner to further accelerate the growth of MLS and deepen the connection between our clubs and their fans,” Garber said at the time via the league.
The beverage-alcohol and media categories have been the league’s most active brands, according to SponsorUnited.
The $461 million in club sponsorship revenue figure was up from $400 million last season.
For the 2022 season, SponsorUnited said MLS gained six new league partners: Avant, IHG, Socios.com, Sorare, DoorDash and Caterpillar.
"MLS continues to impress with its increasing popularity, game attendance and sponsorships, propelling the league to be the fastest-growing in the world," Bob Lynch, founder and CEO of SponsorUnited, said via the firm.
"It's clear to see how MLS franchise median value grew five-times more than other U.S. pro leagues through new investments made from companies . . . as well as continued support from brands like adidas, (which) has been a league partner for the past 26 years.”
MLS enters the season with a record 29 clubs as expansion St. Louis FC begins play following Charlotte FC last season. Garber said a 30th franchise could be named by the end of 2023.
“San Diego and Las Vegas are the most likely,” Garber said today during a media conference with Apple TV, confirming comments he has made over the past year.
“The 30th team will come at some point soon,” Garber said. “We’d like to get that announced by the end of the year.”
Also on the short list are Detroit, Phoenix, Sacramento and Tampa.
MLS and Audi of America have signed a multi-year extension of their partnership under which Audi remains the league's “official automotive partner, title sponsor of the Audi MLS Cup Playoffs, and presenting sponsor of the MLS Golden Boot Award honoring the league's leading scorer each season.
Audi will also be the first Presenting Sponsor of the MLS Cup. 
RBC Wealth Management said it would have a presence at MLS Player Engagement events and provide a variety of workshops and educational opportunities for players. Additionally, RBC Wealth Management's MLS partnership will include brand integration across platforms, including streaming, digital, in-stadium and on-site activation at marquee MLS events.
“RBC Wealth Management has branches across the U.S., including every market with a Major League Soccer team," added Tom Sagissor, president, RBC Wealth Management – U.S. "This partnership gives us an exciting opportunity to amplify our brand and connect with the most diverse fan base in the U.S."
New this season, MLS plans to expand its playoffs to include the nine top finishers from each of its two conferences, with the post-season now including 62% of the league’s teams.
As part of its MLS extension adidas will recognize the best in youth soccer as presenting partner of the MLS NEXT Golden Ball (MVP) and MLS NEXT Best XI.
"We are very proud to be extending our partnership with Major League Soccer. It is incredible to see the growth and success of the League and soccer in North America and the work that has been done," adidas CEO Bjørn Gulden said via the company.
“Soccer is an important part of our history and who we are at adidas. We are committed to helping grow the game and could not be more excited as we approach the 2026 World Cup hosted by the U.S., Canada and Mexico."
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