Major League Soccer (MLS) continues its surge in popularity and growth in the US, but it is off the field where the league has demonstrated tangible monetary gains.
In Sponsor United’s Year In Review 2024 report, it revealed that the MLS led all major US pro leagues – NFL, NBA, MLB, NHL and MLS – in percentage of total sponsorship revenue attributed to new spend.
Last year, 18% of MLS team revenue came from new deals, higher than the likes of the NBA and NHL, which both grew by 15%.
In comparison to other US sports leagues, the MLS also experienced the second highest total team sponsorship revenue growth year-over-year, a 13% increase to $665m. Despite being behind the MLB in this category (16%), it is higher than more established leagues, such as the NFL (10%), NHL (10%) and NBA (8%).
Sponsorship revenue backs league growth
In 2024, MLS grew the total number of brands associated across the league by 11% YoY. This is complemented by the total number of sponsorship deals also increasing 11% YoY, which reached 1,869.
Of the total amount of sponsorship deals in place last year, there was a 16% increase in retained deals, representing an uplift in confidence from companies and brands over the long-term prosperities of the MLS.
While Inter Miami’s Lionel Messi may be coming closer to the end of his career, his arrival to the MLS two years ago supported a new wave of momentum and fan interest in the league, as well as other high-profile names moving to the US, such as Luis Suarez, Marco Reus and Jordi Alba.
The MLS, being the youngest sports league out of the top five, has often had an uphill battle when competing against the likes of the NFL or NBA for viewership and attention from sponsors. This is due to the lineage and reputable confidence franchises in those leagues bring, reflected in the MLS averaging the lowest percentage of high-value deals ($1m+) at 7%.
However, this also opens up new opportunities for the soccer league to gain a market share of midtier sponsorships that whilst may not be as valuable as some of the leading US companies, offer more focus on fan engagement and localisation opportunities to garner further fan support.
While MLS clubs have been focusing on this market, large corporate entities have also acknowledged the growth of the league over the last several years.
Sponsor United revealed that Bank of Montreal (BMO), Royal Caribbean Cruises, Etihad Airways, Blue Cross Blue Shield and Daimler made up the top five highest sponsoring spenders in the MLS last season. Other companies, such as Heineken, Volkswagen and Toyota also placed in the top 10.
Inter Miami reigns supreme
Unsurprisingly, the Messi factor helped Inter Miami pull in the most sponsorship revenue last season out of all 30 teams.
Inter Miami generated $55-60m in sponsorship revenue, ahead of LAFC ($45-50m), Austin FC ($35-40m), New York City FC and Atlanta United FC ($30-35m). Of sponsorship revenue generated from new deals, Inter Miami and D.C United pulled in more than $10m each.
Before the start of the 2025 MLS season, Inter Miami continued its sponsorship spree with a slew of new agreements. The Florida-based club inked new deals with Red Bull and extensions with Heineken, recognising the value of associating with high-profile brands.
But it is also localised sponsors that Inter Miami maintained also. The club renewed its deals with the likes of Publix and Le Méridien Dania Beach, maintaining its focus on showcasing brands local to the Fort Lauderdale and Miami areas, building more meaningful connections with its fans.
As the MLS continues to ride the wave of momentum brought about by Messi’s arrival in Miami, next summer’s 2026 FIFA World Cup to be co-hosted in the US is being viewed as the next launch point for further growth.
It is sport’s most globally watched competition and may ignite fan and sponsorship attention to the MLS in a similar vein that the 1994 FIFA World Cup helped launch the MLS all those years ago.
