Major League Soccer (MLS) and audio products company Beats have agreed a new partnership ahead of the 2024 season.
Beats – subsidiary of tech giant Apple – will work alongside the US soccer league to deliver “amazing experiences” as the official consumer audio products partner of the MLS.
Through the newly signed deal, Beats will create custom headphones for MLS teams, such as Atlanta United, Inter Miami, Los Angeles FC, New York City FC, Toronto FC and more.
Furthermore, MLS players will feature in Beats marketing campaigns and its products will be heavily featured during MLS matches, pre and post game, with the products on display whether that be via branding or the players wearing the headphones upon arrival to stadiums.
Beats Chief Marketing Officer, Chris Thorne, commented: “For more than a decade, Beats headphones have been chosen by the world’s top athletes to help them get game-ready and heighten their focus, while also allowing them to show off their style and personality.
“We are extremely excited to join forces with MLS, one of the fastest-growing and most dynamic sports leagues in the world. Beats will be working closely with the MLS clubs and top players to deliver amazing experiences throughout the upcoming season.”
Beats will be buoyed over the MLS’ recent surge in growth following the arrival of football legend Lionel Messi to Inter Miami last summer, in which he was a major factor in Apple TV breaking subscription records for its exclusive broadcast deal with the MLS.
Camilo Durana, Executive VP of Apple Partnership, Properties and Events, added: “Major League Soccer is proud to partner with Beats, a global culture driver, during this period of growth for our league and our sport in North America.
“Music inspires our players, our supporters and our communities. We’re excited to work alongside Beats and its premium products to strengthen the connection between sound, expression and the world’s game.”
