MLS sponsorships spike as U.S. soccer gains popularity
MLS Sponsorship Growth 2025: Record Revenue Surge as Soccer Gains Popularity
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Lionel Messi #10 of Inter Miami shoots during a match against Columbus Crew at Huntington Bank Field (Photo: Jason Miller/Getty Images Sport)
Sponsorship Surge: Double-Digit Growth in 2025
Major League Soccer (MLS) is experiencing unprecedented sponsorship growth in 2025, with revenue showing double-digit increases compared to 2024. This surge comes as soccer continues to gain popularity in the United States, marking a significant milestone in the league’s 30-year history. The rising interest in soccer has translated into substantial financial gains, particularly in sponsorship deals and stadium attendance.
Key Growth Indicators
- Double-digit sponsorship revenue increase in 2025
- Record-breaking stadium attendance figures
- Expanded brand partnerships
- Growing cultural relevance in U.S. sports landscape
Major Partnerships and Brand Investments
The league has secured several significant partnerships, demonstrating its growing appeal to major brands. Michelob Ultra became the official beer sponsor of MLS, while Adidas renewed its partnership with an unprecedented $830 million deal through 2030. Sports Illustrated Tickets secured a 13-year stadium naming rights deal with the New York Red Bulls, further solidifying the league’s commercial strength.
Partnership Highlight: “Rather than hesitation, we’re seeing increased activity with early renewals, new brands entering the sport, and more multi-year commitments,” notes Jen Cramer, Executive VP of Partnership Marketing at MLS.
The Messi Effect on MLS Growth
Lionel Messi’s arrival at Inter Miami CF has been a catalyst for extraordinary growth across the league. His presence has led to record-breaking attendance figures, with games regularly drawing over 60,000 fans, even in visiting stadiums. The league’s social media presence has exploded, with Instagram followers growing from 1 million to more than 17 million since Messi’s arrival.
Impact Statistics: Inter Miami’s away games at Columbus Crew and Chicago Fire each drew more than 60,000 fans, setting attendance records for both host clubs.
MLS’s Growing Demographic Appeal
MLS has cultivated a unique and valuable demographic profile that’s particularly attractive to advertisers. The league reports that 60% of its fanbase consists of Gen Z and millennial viewers, while more than 35% is Hispanic. This diverse, young audience base has become a key selling point for sponsors looking to connect with emerging consumer groups.
Marketing Insight: “It’s younger, more diverse and deeply rooted in community and culture. Fans aren’t just watching games — they’re building supporter groups, creating content and embedding clubs into their city’s identity,” explains Zola Short from Adidas North America.
Future Prospects and World Cup Impact
The approaching 2026 World Cup, to be hosted across the U.S., Canada, and Mexico, presents an unprecedented opportunity for MLS to capitalize on growing soccer interest. Historical data suggests significant potential for growth, as the 1994 World Cup hosted in the U.S. led to a 30% surge in soccer interest and catalyzed the creation of MLS itself.
The league’s evolution from a niche property to a culturally relevant force in global football has attracted advertisers even during periods of economic uncertainty. With continued growth in attendance, social media engagement, and sponsorship revenue, MLS is positioned for sustained expansion in the coming years, particularly as it leverages the momentum building toward the 2026 World Cup.
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