Major League Soccer (MLS) is ramping up anticipation for its 30th season by partnering with real estate company CENTURY 21.
Becoming the official real estate services partner of the MLS throughout the 2025 season, CENTURY 21 will see its brand integrated across national broadcasts for MLS Season Pass customers.
This means that CENTURY 21’s brand will amplify, seeing in-stadium promotions and having an on-site presence at MLS events, such as the MLS All-Star Game and the MLS Cup.
The multi-year partnership will also see the MLS and CENTURY 21 collaborate on an extended series of activations, including premium ticket and hospitality opportunities for MLS matches across the season, all in the aim to help fuel soccer growth in the US and wider North America.
Greg Millard, MLS SVP of Brand Alliances, said: “As we look ahead to our 30th season we are thrilled to welcome Century 21 Real Estate to the Major League Soccer family.
“MLS is driven by the unmatched enthusiasm that fuels every game and every fan experience, and together with the CENTURY 21 brand, we’ll engage with fans in ways that directly support its network of agents across the country.”
Prior to this new mutli-year partnership, CENTURY 21 worked alongside the MLS to launch the media campaign titled ‘Joy of Home’. Launched in November 2024, the campaign seeked to gain a connection with the MLS fanbase by fuelling business growth for real estate agents connected to CENTURY 21.
Now, also as part of the new agreement, CENTURY 21 will become the official partner of the US and Canadian player pathway programme, MLS NEXT.
Tori Keichinger, VP Head of Marketing at Century 21 Real Estate, added: “We are thrilled to kick off this partnership with Major League Soccer.
“One of our core missions as a brand is to create impactful connections with the communities our agents serve every day. This collaboration allows us to connect directly with the diverse and passionate MLS fanbase to enhance our brand’s visibility and loyalty and further solidify our position as America’s most respected and recognised real estate brand.
“Whether engaging with their local MLS teams or getting involved with their own community soccer clubs, CENTURY 21 franchisees will be able to build valuable relationships to help build their businesses.”
The CENTURY 21 sponsorship comes on the eve of the start of the 2025 MLS season, which kicks-off on 22 February.
The US league is riding a new wave of momentum at the moment, with the arrival of Lionel Messi to Inter Miami helping MLS Season Pass subscriptions to soar over the past two years and league-wide attendances, merchandise sales and social media engagement all growing as a result.
