Major League Soccer Partnerships: Authenticity Drives Fan Recall

A Decade of MLS Growth Fueled by Audi

After record-setting 2024 attendance second only to the Premier League, MLS sponsorship revenue accelerated at a 13% clip heading into its 30th season with 29 teams. Creative, integrated Major League Soccer partnerships by Audi, Apple, Continental Tires, CELSIUS, Campbell Snacks, and Michelob Ultra at the league and club level make the MLS “Game On” theme more authentic--rather than marketed--to fans.

With five clubs worth more than $1 billion (LAFC, Inter Miami, LA Galaxy, Atlanta United and New York City FC) and average valuation of $721 million (up 31% from 2021), Major League Soccer has some to go to catch NHL average valuation ($1.91 billion), but the NHL has a 78-year head start.

Read the rest of the article by Dr. Wakefield here.