Major League Soccer (MLS)
MGM makes fourth major US sports league play with MLS deal
Adidas targets US growth, gives MLS its biggest deal
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.
Acura selects MLS shirt for first major sponsorship
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.
NFL dominates fees, AB InBev and Pepsi make most deals
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.
Allstate: College football remains key platform
US insurance company Allstate is using college football as the main platform to communicate its key messages.
Mapfre deal highlights multinational interest in MLS
Spain-based insurance brand Mapfre this month signed a deal to become the stadium naming rights partner for Major League Soccer’s Columbus Crew.
AB InBev’s exit from MLS lets in Heineken USA
Beer brewer AB InBev chose to focus elsewhere after the asking price for its Major League Soccer (MLS) deal increased in renewal talks.
The power of not yet…
Matthew Glendinning, editor of Sports Sponsorship Insider, provides a round-up of articles found in the May issue of our monthly newsletter.
Multicultural MLS fan-base leads to AT&T renewal
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.