Major League Soccer (MLS)

Latest Features

MGM Resorts International has wrapped up its fourth US major league deal with a four-year partnership with Major League Soccer. The deal is understood to be worth between $2m (€1.8

North America’s Major League Soccer has signed a six-year extension, from 2019 to 2024, to its partnership with German sportswear and equipment company adidas. The current eight-year deal runs from 2011 to 2018.

Honda-owned luxury car brand Acura this month signed its first major sports sponsorship agreement, securing a three-year shirt deal with Major League Soccer’s Columbus Crew.

The National Football League has long been the dominant sports organisation in North America and our research into the top five deals of the five major US leagues confirms its position at the top of the sponsorship tree.

US insurance company Allstate is using college football as the main platform to communicate its key messages.

The NBA’s Golden State Warriors top the list of the US sports teams which wield the greatest sponsorship clout outside North America, according to a study by specialist analytics company DataPowa.

Major League Soccer has expanded its partnership with Audi of America by launching a new youth academy support programme called "Audi Goals Drive Progress

Major League Soccer has announced that Captain Morgan will become the league’s official spiced rum and exclusive spirits partner through 2022.

Major League Soccer has altered its commercial guidelines to allow its clubs to secure jersey and stadium naming-rights sponsorships with sports betting and liquor companies

Features

Spain-based insurance brand Mapfre this month signed a deal to become the stadium naming rights partner for Major League Soccer’s Columbus Crew.

Beer brewer AB InBev chose to focus elsewhere after the asking price for its Major League Soccer (MLS) deal increased in renewal talks.

Matthew Glendinning, editor of Sports Sponsorship Insider, provides a round-up of articles found in the May issue of our monthly newsletter.

Telecommunications company AT&T last month renewed its sponsorship of North American football’s Major League Soccer to tap into the league’s multicultural fan-base and its followers in the 18-34 age group.

SPORTS MARKETING VETERAN Seamus O’Brien is confident of success in the New York area sponsorship market as he takes on the might of Red Bull with the reborn New York Cosmos soccer franchise.