December 9 – Major League Soccer (MLS) has continued to build its sponsorship revenues, hitting a record $665 million in 2024, uncovered by research courtesy of Sponsor United.
This marks a 13% increase from 2023 and a 44% rise compared to the 2022 season. While the league’s sponsor retention rate of 82% lags behind the 85%-90% seen in other major North American leagues like the NFL, NBA, MLB, and NHL, MLS leads in new revenue increase revenue, with 18% of sponsorship income coming from new deals – significantly higher than other leagues.
The research showed that sponsorships in the hotel, restaurant, and leisure category has surged, with brands activating in a variety of ways, through engaging fans with destination-driven experiences, enhancing their own credibility, connecting with B2B audiences or boosting visibility and building fan loyalty to a product.
Chicago Fire stood out with the most year-on-year sponsorship growth, climbing from 16th place last year to 2nd in 2024. Key drivers included a new jersey patch deal with Magellan in the construction and industrial sector and a threefold increase in business services sponsorships. The Fire also secured first-time partnerships in leisure and recreation, quick-service restaurants (QSR), and consumer services.
FC Dallas led the league in the total number of sponsorship deals, followed closely by the Fire. Columbus Crew and Sporting Kansas City tied for third.
The report also detailed that Lionel Messi reigns as the most endorsed MLS athlete, boasting 21 active deals, followed by Kellyn Acosta (9) and Walker Zimmerman (8).
Messi’s sponsorship approach prioritises quality over quantity, focusing on long-term partnerships with brands like adidas, Lay’s, and OrCam, along with newer deals with Apple TV and Beats by Dre. His retained sponsorships have more than doubled since 2021.
Messi’s dominance on social media is proving to be a transformative force for brands, generating 140 times more engagement than the league’s second most engaging player, Maarten Paes. Remarkably, four of the top ten most engaging brands in MLS derive over 99% of their total engagement from Messi’s content alone.
This reflects a broader trend in the league: international players account for eight of the top ten most engaging MLS athletes. With their massive followings, these players provide brands with a powerful platform to amplify their reach and connect with diverse audiences worldwide.
Elsewhere in the report, BMO, Toyota, Audi, Heineken, and Ford Motor Company emerged as the league’s most active sponsors. BMO stood out as the only brand with multiple primary jersey patch deals, including its partnership with LAFC, which marked its expansion beyond Canada.
With sponsorships spanning over 20 countries and players from more than 80 nations, MLS has established itself as a global sponsorship leader. The league’s multicultural audience provides brands with unique access to diverse demographics, reinforcing its role in international sports marketing, concluded the report.
Contact the writer of this story, Harry Ewing, at moc.l1734935041labto1734935041ofdlr1734935041owedi1734935041sni@g1734935041niwe.1734935041yrrah1734935041