Business of Major League Soccer (MLS) 2023 – Property Profile, Sponsorship and Media Landscape

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Business of Major League Soccer 2023 Analysis Report Overview

The MLS has agreed a global broadcast deal with Apple having a reported worth of $250 million per year. 31 brands have partnered with the MLS for the 2023 season. The MLS Cup marks the pinnacle of the Major League Soccer season and serves as the final game of the MLS Cup Playoffs.

Business of Major League Soccer (MLS) 2023 market research report a complete overview of the major business operations of the 2023 Major League Soccer competition. Through an intricate breakdown of the league’s sponsorship and media landscapes, the report elucidates the MLS’s position in the North American sports market.

Key Sponsors Adidas, Apple, Procter & Gamble, Coca-Cola, Audi, Heineken, and AT & T, among others

Sponsorship Landscape of the MLS

The key sponsors in the Major League Soccer (MLS) are Adidas, Apple, Procter & Gamble, Coca-Cola, Audi, Heineken, and AT & T, among others.  Financially, the league’s oldest partnership with Adidas is the most lucrative. Another significant agreement is a new partnership with Apple.

The Major League Soccer (MLS), Sponsors

The Major League Soccer (MLS), Sponsors

For more insights on the key sponsors, download a free report sample

Business of Major League Soccer (MLS), Patch Sponsorship

Front of shirt deals are a major advertising option for MLS teams because the patch sponsorship market is one of the most significant and valuable pieces of inventory at any soccer club. These rights enable phenomenal branding opportunities on the playing kit, which has a large global reach. Brands are willing to pay exorbitant fees for these rights, particularly for some of the MLS’s most valuable teams, because they will have their brand prominently displayed on match days, increasing brand exposure and awareness amongst the diverse fan base.

The two largest shirt sponsorship deals are with MLS franchises in Los Angeles and New York, two of America’s largest sports markets. The Los Angeles Galaxy have the league’s largest shirt sponsorship agreement.

For more insights on the patch sponsorship of the MLS, download a free report sample

Major Kit Supplier of the MLS

Adidas has served as MLS’s exclusive kit supplier since 2005, which means the brand supplies kits to every MLS team. Before the conclusion of current partnership, Adidas has further extended the partnership for another six years until 2030, with a significant increase in annual sponsorship revenue. Adidas continues to be the official sponsor, footwear provider, and apparel provider of Major League Soccer (MLS), as well as the presenting partner of the MLS NEXT Golden Ball (MVP) and MLS NEXT Best XI. As the United States, Canada, and Mexico prepare to host the 2026 World Cup, MLS and adidas will collaborate to launch new, inclusive initiatives to empower, support, and inspire a future generation of players and fans to ensure a legacy beyond the World Cup, create momentum for the sport of soccer, and elevate MLS popularity to new heights.

For more insights on the major kit supplier in the MLS, download a free report sample

Scope

This report provides an overview and analysis of the Major League Soccer (MLS) competition for the year 2023. The report aims to provide valuable insights for executives, professionals, and sports enthusiasts.

The report covers the following areas –

  • It provides an overview of the league’s format, changes in 2023, and significance in the North American sports market.
  • The report analyses the 29 active MLS teams, including their social media presence, sponsorship revenue, stadium rights holders, attendance, and potential ticket revenue.
  • Detailed coverage of MLS league operations, including social media, lucrative partners, media agreements, ticketing revenue, and sponsorship growth from 2022 to 2023.
  • An overview of the designated player rule and current designated players list for each MLS club.
  • Coverage of major developments in the MLS during the 2023 season, such as the new media rights agreement with Apple and the rise of MLS Cup viewership in the United States.
  • A look at MLS’s kit supplier agreements since 2005.
  • Detailed insights into highly valued patch sponsorship deals across the 29 clubs. 8. In-depth analysis of major brands and prominent sectors involved with the league.

Key Highlights

MLS sponsorship for 2023 season is estimated to be worth $812.7 million with 1179 active sponsorship agreements, according to the GlobalData Sport Intelligence Centre, with data being taken from GlobalData Sport’s database as of 7th April 2023.

Starting 2023 season, Apple and MLS agreed a global media rights agreement worth $2.5 billion for ten years until 2032, covering global streaming rights to all MLS and Leagues Cup matches and selected MLS Next and MLS Next Pro matches.

There are 963 brands from 28 diverse sectors currently engaged in sport sponsorship agreements with MLS and its associated clubs.

There are 1148 active sponsorship deals between the league’s 29 clubs and their partners, with an estimate sponsorship value of $502.3 million per year, whereas MLS 31 deals are estimated to be worth $310.44 million for 2023 season, with an average annual deal value of $10 million.

The Restaurant sector rank as the most active sponsoring sector with 204 deals (17%) across the league and BodyArmor stands as the most active brand, with 19 deals.

MLS team, Atlanta United’s sponsorship revenue remains the greatest for the 2023 season, attracting nearly $88.2 million from different sectors brands, while New York City FC boasts the highest number of deals in its portfolio for the 2023 season.

Reasons to Buy

  • This report offers a comprehensive and in-depth analysis of the media and sponsorship agreements that underpin the 2023 MLS season. The report covers a wide range of aspects, including the league’s social media presence, media partnerships, and sponsorship revenue.
  • Accompanying the GlobalData database, the report provides a extensive analysis of the revenue generated by each individual MLS club in terms of their sponsorships. Moreover, the report takes a closer look at the league’s media partners, the social media footprint of both the league and its constituent teams, and the ticketing revenue generated by each club. Additionally, the report provides an insightful analysis of the patch and stadium partnerships that the clubs are associated with, as well as the most prominent sectors and brands MLS is connected with.
  • With a range of charts and tables, this report is designed for executives and professionals, boasting presentation quality.

adidas Apple Procter & Gamble Coca-Cola Audi Heineken AT&T Allstate Avant Continental RBC Wealth Socios Sorare The Home Depot Target Captain Morgan Electronics Arts Kellogg's Toca Football ByteDance BodyArmor Doordash IHG JLab Audio Ticketmaster Asahi Super Dry Caterpillar University of South Carolina Mojo Playstation TransferRoom Red Bull Renasant Bank United Healthcare Etihad Airways Orlando Health Bimbo Bakeries Allaska Airlines LifeVantage Intermedia Providence Compass Minerals Nestle Purina Bank of Montreal Telus American Family Insurance Yeti Ally Mercy Health UC Health Nationwide Insurance UT Southwestern Medical Center XDC Network MD Anderson Cancer Center Chevron Herbalife XBTO Piedmont Netspend Centene Corporation Kroger Tipico Advocare Xmanna Hyundai Dude Products Oanda Tiktok Paypal Emerald Queen Casino and Hotel BJC HealthCare GE Appliances Mercedes-Benz Q2 Bank of America TQL Dick's Sporting Goods lower.com Toyota Shell Energy Dignity Health Autonation Allianz Saputo Geodis Gillette Exploria Subaru America First Lumen Technologies Anheuser-Busch InBev

Table of Contents

  • 1. Report Overview

    • 1.1. Executive Summary

  • 2. MLS Overview

    • 2.1. MLS 2023
    • 2.2. Designated Player Rule
    • 2.3. MLS Potential Ticket Revenue
    • 2.4. MLS Cup Titles

  • 3. Social Media

    • 3.1. Social Media – League Breakdown
    • 3.2. Social Media- Teams Breakdown
    • 3.3. Social Media Following – Soccer Leagues Comparison
    • 3.4. MLS Combined Attendance Per Club-2022

  • 4. Media Landscape

    • 4.1. MLS Cup Average US TV Viewership
    • 4.2. MLS Media Landscape 2023

  • 5. League Sponsorship

    • 5.1. MLS 2023 Sponsorship Landscape
    • 5.2. MLS 2023 Sponsorship- Deal Values(US$ million)
    • 5.3. MLS 2023 Sponsorship- Region and Sector Breakdown
    • 5.4. MLS Sponsorship Comparison- 2022 and 2023

  • 6. Kit Suppliers

    • 6.1. Kit Supplier- Deal Values (US$ millions)

  • 7. Patch Sponsorship

    • 7.1. MLS 2023 Front-Of-Shirt Sponsors
    • 7.2. Front-Of-Shirt Sponsorship – Deal Values (US$ millions)
    • 7.3. Front-Of-Shirt Sponsorship Rights by Sector
    • 7.4. Front-Of-Shirt Sponsors – Contract & Partnership Lengths
    • 7.5. MLS 2023 Sleeve Sponsors
    • 7.6. Sleeve Sponsorship – Deal Values (US$ millions)
    • 7.7. Sleeve Sponsorship Rights by Sector
    • 7.8. MLS 2023 Stadium Naming Rights Sponsors
    • 7.9. Stadium Naming Rights Sponsorship – Deal Values (US$ millions)
    • 7.10. Stadium Naming Rights Sponsorship Rights by Sector

  • 8. Sponsorship Analysis

    • 8.1. MLS Sponsorship Landscape
    • 8.2. Brand Breakdown
    • 8.3. Sector Breakdown

  • 9. MLS Teams

    • 9.1. Sponsorship Revenue – Team Comparison 2022 & 2023
    • 9.2. Sponsorship Deals – Team Comparison 2022 & 2023
    • 9.3. Eastern and Western Division Teams Analysis

  • 10. Appendix

Table

Soccer League Social Media

Soccer Players Social Media

Combined Attendances

COVID-19 Breakdown by State

Ticket Sales Losses

League Sponsorship Value & Breakdown

Team FOS Sponsors

Team Sleeve Sponsors

Team Stadium Sponsors

Figures

Team Social Meida Graph

American Sports League Graph

COVID-19 Figures for USA & Canada

Individual Team Social Media Charts

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