MLS Shows Responsibility with Respectable Sponsorships and Meaningful Partnerships

If there's a clear example of how soccer should be conducted with ethics and responsibility, it comes from Major League Soccer (MLS). The American league showcases how to choose sponsors that add value and maintain the sport's integrity, a sharp contrast to the market in other countries where betting sites dominate club jerseys.

In the 2024 season, all 29 teams step onto the field with sponsors on the front of their jerseys. Even more impressive is the diversity and quality of these partnerships. Different sectors are represented, from financial services to consumer products, health, and communications. The absence of betting sites among MLS sponsors is a relief for fans who value integrity.

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Let's remember that in Brazil, for instance, the situation is completely opposite. Most Serie A clubs display the names of betting sites on their jerseys. Flamengo, Corinthians, São Paulo, Palmeiras, Fluminense, and many other prominent clubs have these sponsors as main partners. This creates an environment where the easy money from betting overshadows nobler values, generating a dangerous and questionable dependency.

The choice of sponsors in MLS is not just a matter of ethics but also strategic vision. Take the Philadelphia Union, for example, which balanced its partnerships with Bimbo Bakeries on the main jersey and Thomas' on the secondary one. This diversification of sponsors not only strengthens the club's brand but also brings an air of respect and reliability. Meanwhile, in Brazil, the choice of sponsors often seems guided by the highest bid, without careful analysis of the impact these associations may have on the clubs' image.

MLS also shows that it's possible to maintain long-lasting and mutually beneficial partnerships without resorting to betting companies. Los Angeles FC and CF Montreal, for instance, continue their partnership with BMO Financial Group, a respected and stable bank. This not only reinforces the credibility of the clubs but also attracts a broader and more diverse audience, including families and young people, who see these brands as a positive association.

Meanwhile, in Brazil, betting sites proliferate, occupying prime spots on club jerseys. This dependency can be seen as a reflection of a lack of planning and long-term vision. Betting money might be tempting in the short term, but at what cost? The clubs' image gets tarnished, and the relationship with fans, especially younger ones, can be harmed. After all, what message are they sending when a soccer team, which should be an example of positive values, associates with companies whose business is prone to match-fixing?

It's essential to praise the MLS and its clubs for seeking partnerships aligned with ethical and sustainable values. The presence of companies from the health sector, like Children's Health with FC Dallas or Providence Health with Seattle Sounders, shows a commitment to community well-being. These sponsors are not just investing in advertising space but also in social and health initiatives that benefit fans and society in general.

In Brazil, the promiscuous relationship between clubs and betting sites is worrying. There's no denying that these companies bring significant financial support, but it's necessary to question at what price. Recent allegations and scandals involving match-fixing in championships sponsored by these companies are a clear warning that this association can be detrimental to the sport's integrity.

With its policy of diversified and responsible partnerships, MLS is building a positive and sustainable legacy. This approach not only elevates the clubs' image but also strengthens the league as a whole. As long as Brazilian clubs continue to yield to the allure of easy betting money, they will be compromising their future and the trust of their fans.

Brazil has one of the most passionate and vibrant soccer markets in the world. Imagine the positive impact that could be generated if the clubs followed MLS's example and chose sponsors that shared ethical values and a commitment to the community.

MLS Clubs' Main Sponsors

Atlanta United FC: American Family Insurance (insurance services)

Austin FC: YETI (consumer products)

Charlotte FC: Ally (financial services)

Chicago Fire FC: Carvana (automotive)

FC Cincinnati: Mercy Health (healthcare)

Colorado Rapids: UCHealth (healthcare)

Columbus Crew: Nationwide Children's Hospital (healthcare)

FC Dallas: UT Southwestern Medical Center / Children's Health (healthcare)

D.C. United: Guidehouse (consulting)

Houston Dynamo FC: MD Anderson Cancer Center (healthcare)

LA Galaxy: Herbalife Nutrition (consumer products)

Los Angeles FC: BMO Financial Group (financial services)

Minnesota United FC: Target (consumer products)

Inter Miami CF: Royal Caribbean (cruises)

CF Montreal: BMO Financial Group (financial services)

Nashville SC: Renasant Bank (financial services)

New England Revolution: United Healthcare (healthcare)

New York City FC: Etihad Airways (travel)

New York Red Bulls: Red Bull (consumer products)

Orlando City SC: Orlando Health (healthcare)

Philadelphia Union: Bimbo Bakeries / Thomas' (consumer products)

Portland Timbers: Tillamook (dairy cooperative)

Real Salt Lake: Select Health (healthcare)

San Jose Earthquakes: Intermedia Cloud Communications (communications)

Seattle Sounders FC: Providence Health (healthcare)

Sporting Kansas City: Compass Minerals (industrial)

St. Louis City SC: Purina (consumer products)

Toronto FC: BMO Financial Group (financial services)

Vancouver Whitecaps: Telus (communications)

Brazilian Championship Clubs' Main Sponsors

Athletico-PR: Esportes da Sorte (betting site)

Atlético-GO: Blaze (betting site)

Atlético-MG: Betano (betting site)

Bahia: Esportes da Sorte (betting site)

Botafogo: Pari Match (betting site)

Bragantino: Red Bull (energy drink)

Corinthians: Esportes da Sorte (betting site)

Criciúma: Estrelabet (betting site)

Cruzeiro: Betfair (betting site)

Cuiabá: Drebor (tire company)

Flamengo: Pixbet (betting site)

Fluminense: Superbet (betting site)

Fortaleza: Novibet (betting site)

Grêmio: Banrisul (bank)

Internacional: Banrisul (bank)

Juventude: Stake (betting site)

Palmeiras: Crefisa (credit company)

São Paulo: Superbet (betting site)

Vasco: Betfair (betting site)

Vitória: Betsat (betting site)