MLS Team Sponsorship Revenue Nears $600 Million
Teams yield 16% uptick in new brand deals in 2023
STAMFORD, Conn., Dec. 7, 2023 /PRNewswire/ -- SponsorUnited, the leading global sports and entertainment intelligence platform tracking over 1.6 million sponsorships and endorsements for 330,000 brands, today released its annual 2023 MLS Marketing Partnerships Report highlighting continued growth, top trends and new sponsorship formats for the league in 2023.
Key findings include:
League saw 16% increase in deals, over half of teams saw double-digit increases
"The surge in MLS's team sponsorship revenue to over half a billion dollars is a remarkable testament to the league's rising prominence and their ability to leverage the global excitement of the World Cup, Messi's star power and the Apple partnership," said Bob Lynch, Founder and CEO of SponsorUnited. "Additionally, it's important to remember that the league's investment in aggressive club expansion (nine markets added over seven years) has been pivotal in driving fan engagement and revenue growth. These factors underscore MLS's growing influence in the global sports landscape making it an exhilarating time for soccer in North America."
Team sponsorship revenue nears a record $600 million
Adidas, Continental, BodyArmor the most active league partners, financial the fastest-growing category
The financial category saw the most new brand deals this season with 32, nearly half of which were in the investment services subcategory. In contrast, the NFT and Betting & Daily Fantasy subcategories saw the most significant contraction, with decreases of 17 and 8 sponsorship deals, respectively, suggesting a noticeable shift away from these areas.
Sporting KC top club, Lionel Messi top athlete
Lionel Messi, Inter Miami FC's newest sensation, unsurprisingly leads all players with 21 brand endorsements. Rounding out the top five are Los Angeles FC's Kellyn Acosta (13), LA Galaxy's Javier "Chicharito" Hernandez (11), Nashville SC's Walker Zimmerman (10) and the Houston Dynamo's Hector Herrera (7).
View the full report here.
With over 330,000 brands, 1.6 million deals, and 11.4 million data points across sports, entertainment, media, and talent, our SaaS database enables brands, rights holders, and agencies to partner more effectively. By delivering real-time trends, on-demand research, and the most comprehensive data available, we connect the entire sponsorship ecosystem and are rewriting the partnership playbook.
SponsorUnited was ranked on the Inc. 5000—the most prestigious list of the fastest-growing private companies in America—in both 2022 and 2023. Visit https://sponsorunited.com/ to learn more and discover exclusive data and insights to make intelligent partnership decisions at speed and scale.
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