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MLS is shopping an eight-figure presenting sponsorship ahead of ‘MLS 3.0’
Major League Soccer has retained London-based Altius8 to explore selling a league-wide presenting sponsorship, Sportico reported on September 18. Early talks are in the eight figures, behind only the Apple and Adidas deals, and the league is not renaming itself. It is timed to next summer’s new calendar, playoffs and commissioner.
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An eight-figure presenting deal would slot in as MLS’s third-largest commercial contract, behind Apple’s $2.5 billion media agreement and Adidas’s $830 million extension through 2030, giving brand partnership teams a rare public price band for a U.S. league-level asset.
MLS is deliberately splitting the European model: it wants the presenting-sponsor revenue LaLiga, Ligue 1 and Serie A collect, without putting a brand name in front of the league the way the Premier League did with Barclays until 2016.
The asset list is not fixed. Chief revenue officer Carter Ladd says there is no predefined package, so what a bidder gets, and whether the league-wide jersey patch is on the table, is being decided now.
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- MLS Shops Lucrative Presenting Sponsorship as It Preps ‘MLS 3.0’ ↗· Sportico
- MLS revenue from sponsorship, season tickets, and merchandise is … ↗· Marketing Brew
- [PDF] MLS as a Sports Product – the Prominence of the World’s Game in … ↗· Harvard Business School Working Knowledge
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