Major League Soccer (MLS) emerges as a true commercial success story, surpassing all expectations and setting a new standard for soccer in the United States. With an impressive record of $587 million in sponsorship revenue in 2023, the league not only shattered its own records but also redefined the American sports landscape.
One of the pillars of this remarkable success was the strategic vision and strong partnerships that the MLS built throughout the year. Leading brands such as Adidas, Continental, and BodyArmor not only actively participated but also boosted the number of activations and team sponsorships, demonstrating a steadfast commitment to the league's sustainable growth.
The SponsorUnited report highlights that financial, health, and insurance institutions led the way in sponsorship deals, showcasing the diversification and multi-sector appeal of the MLS. With approximately 30 deals each, the mentioned brands led the pack, solidifying the MLS as a fertile ground for strategic investments and lasting partnerships.
Clubs also played a crucial role in this success, with Sporting Kansas City leading the way with 125 partners and 14 more deals than the second-place team. The rise of Austin and Cincinnati in the TOP 3, with 111 and 107 deals respectively, underscores the league's national reach and regional appeal.
In addition to commercial success, the MLS also celebrates a notable increase in viewership, with over a million viewers in key games and a 5% overall audience increase, totaling nearly 11 million participants. This increase not only highlights the growing interest in soccer in the USA but also contributed to a 16% rise in sponsorship deals this season.
The MLS solidifies its position not only as a world-class soccer league but also as a commercial powerhouse deserving global recognition. The exceptional performance in 2023 not only elevates the league's prestige in sports circles but also sets an ambitious standard for the future of American soccer.