The Fast Development of the MLS and What Role Big Sponsorships Play in It
MLS definitely doesn’t come to mind first and that’s understandable. However, MLS started back in 1996, which makes its growth all the more impressive.
Additionally, it has to compete for attention against NFL and NBA and that’s not easy in the United States. Luckily, there are many fans of soccer in the US that want to see this league grow. Thanks to soccer fans, the MLS is gaining momentum. Sponsors also play an important role, and here we will go over some of the biggest sponsorships in the MLS.
Gambling Sponsors
Over the years MLS has partnered up with multiple gambling businesses. Even without these sponsorships, the gambling industry still helps the MLS grow. People are more interested in certain sports if they can place bets. Online gambling has been growing rapidly in the US, and that’s partly thanks to synergy. The other reason is bonuses and according to the law expert at LuckyNJ there are promo codes that you can use without even making a deposit. This allows people to gamble risk-free, and they will definitely browse the content online casinos have to offer.
Simply by browsing they are exposed to MLS. If that operator is a direct sponsor they might get an additional incentive to bet on matches. Recently there were talks that DraftKings will sponsor MLS, and that operator already supports other major events:
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UFC
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NASCAR
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NHL
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MLB
This only means that MLS is on their radar and they see mutually lucrative partnerships with these sponsorships deals. If more people bet on soccer it only means the MLS is growing.
EA SPORTS
One of the best ways for MLS to ensure growth is to become appealing to younger audiences. Gaming is an incredibly common hobby nowadays, especially since many young adults love eSports. Recently MLS and EA Sports have renewed their partnership. This means teams and players from the US will be in popular FIFA games. Right now there are 28 teams in FIFA 23, which is great for multiple reasons. Many soccer gaming fans from all over the world will start to pay more attention to the American League.
Adidas
Among the top sponsors is the sportswear giant Adidas. They have supported MLS for almost 2 decades, and have been the official supplier of the equipment. This partnership really elevated the MLS brand. Recently they also extended their partnership through 2026, which means Adidas will be the official supplier during the 2026 FIFA World Cup. This partnership has done wonders for the league as they witnessed record sales in their merchandise.
How Sponsorships Help MLS
In addition to brand exposure sponsorships also bring in more revenue which is vital for this sport. In the world of soccer, individual players have a lot of star power. This means that a team can get an incredible boost if they bring an athlete celebrity to their roster. Currently, the majority of soccer superstars come from Europe, so MLS teams could benefit by signing those players.
Additionally, trainers and tactics also elevate certain teams. With more funds, they can bring more talent on board. This is especially important for the world cup competition. This is when the teams get more exposure and have their opportunity to shine. If the crowd is impressed during these tournaments, they will start to pay more attention to MLS.
Conclusion
Soccer brings people together and sparks the competitive spirit. It is the most popular sport in the world, and it can become huge in the US. Even if their league is still lagging behind, they have shown incredible growth over the past 2 decades. Moreover, Baseball and NFL ratings aren’t exactly growing, which means there is a chance that soccer will outperform these two at some point in the future.