Major League Soccer (MLS) is the top professional soccer league in the United States and Canada. Founded in 1993 as part of the bid to host the 1994 FIFA World Cup, MLS has grown steadily over the years, expanding from 10 teams in its inaugural season in 1996 to 28 teams in 2022. MLS is followed by a fast-growing, diverse, tech-savvy, passionate young supporter culture that celebrates the game and results in an exhilarating live experience.
Some of the highlights of MLS are:
- It attracts international attention, both from fans and players. Most U.S. soccer fans have four or five favorite teams, including MLS clubs and foreign teams from leagues such as the English Premier League, La Liga, Bundesliga and Serie A. MLS also boasts some of the world's best players, such as Carlos Vela, Josef Martinez, Gonzalo Higuain and Chicharito, who have joined the league from Europe and Latin America.
- It provides a valuable marketing opportunity for brands and sponsors. Nielsen Sports has documented the strong potential sales lift MLS sponsors are enjoying. The new Nielsen findings demonstrate that Major League Soccer fan loyalty goes well beyond rooting for their clubs. It also extends to MLS advertisers and sponsors as well.
- It has a powerful impact on sales lift, an average of plus 6.1% in revenue from MLS fans, compared with same-industry brands that are not league sponsors. Nielsen Sports analyzed the sales uplift that sponsors of professional sports receive among three sets of fans: (1) MLS fans overall, (2) those MLS fans who are aware of the league's sponsorships and (3) fans of other major U.S. sports leagues. In turn, Nielsen evaluated eight industry categories, ranging from apparel and automotive to financial services, personal care and telecommunications.
- It dominates the competition in every category, especially among MLS fans who are aware of the league's sponsorships. For example, apparel brands that sponsor MLS see a 15.8% sales uplift among aware MLS fans, compared with a 2.9% uplift among unaware MLS fans and a 0.7% uplift among non-MLS fans. Similarly, automotive brands that sponsor MLS see a 9.4% sales uplift among aware MLS fans, compared with a 3.5% uplift among unaware MLS fans and a 1.5% uplift among non-MLS fans.
If you are interested in learning more about how to partner with MLS and tap into its growing fanbase, visit https://www.mlssoccer.com/sponsors or contact us at sponsorships@mlssoccer.com.
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