The rising popularity of Major League Soccer (MLS) in the U.S. has led to a significant spike in sponsorships, driven by key developments such as Lionel Messi’s move to Inter Miami CF in 2023. On April 19, 2025, Messi scored during the first half against Columbus Crew at Huntington Bank Field, contributing to Miami’s 1-0 victory. (Jason Miller | Getty Images Sport)
MLS sponsorship revenue has seen double-digit growth compared to 2024, with major deals like Michelob Ultra becoming the official beer sponsor of the league and Adidas extending its partnership through 2030, valued at $830 million—up from $700 million when it was initially signed in 2017. These deals reflect the increasing attractiveness of MLS as global soccer superstar Lionel Messi’s arrival at Inter Miami has given the league a significant boost in ticket sales and merchandise.
According to CNBC, the influx of sponsorships can be attributed to the rise in attendance and fan engagement, particularly following Messi’s signing. Messi’s influence has extended far beyond the field; Inter Miami’s Instagram following has surged from 1 million to more than 17 million. Matches featuring Messi, such as those against Columbus Crew and Chicago Fire, have drawn more than 60,000 fans, setting attendance records for both clubs.
Jen Cramer, Executive Vice President of Partnership Marketing at MLS, attributes the sponsorship growth to the sport’s increasing cultural relevance, coupled with the excitement surrounding the 2026 FIFA World Cup, which will be hosted in the U.S., Canada, and Mexico. This global event is expected to further fuel soccer’s growth in the U.S.
Michelob Ultra’s Senior Vice President, Ricardo Marques, noted that the brand’s partnership with MLS is part of its broader strategy to invest in “passion points,” such as soccer. Similarly, Adidas has also doubled down on its MLS commitment, with Zola Short, Senior Director of Soccer Sports Marketing at Adidas North America, recognizing the shift in MLS fandom to a “younger, more diverse” audience. Adidas’ deal with MLS, valued at $830 million, is the sportswear giant’s largest-ever investment in North American soccer.
MLS’s fanbase continues to evolve, with 60% of fans being Gen Z or millennials and over 35% identifying as Hispanic. These demographics are particularly appealing to brands looking to engage younger, diverse consumers. Although MLS viewership metrics are not fully disclosed due to its exclusive streaming deal with Apple TV, Commissioner Don Garber has shared that subscriber numbers have exceeded expectations. Advertising data firm EDO reports that men’s soccer has a 14% higher ad effectiveness compared to the primetime average, making MLS an attractive platform for advertisers.
Looking ahead, the 2026 World Cup is expected to be a game-changer for MLS. The last time the U.S. hosted the tournament in 1994, it sparked the creation of MLS and led to a surge in soccer’s popularity. As the league continues to grow, it is well-positioned to capitalize on the increasing fan engagement and rising sponsorship opportunities.
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Disclaimer: All information provided is sourced from credible industry reports and major news outlets. Sponsorship values and fan attendance numbers are based on recent statistics and trends observed in the MLS as of 2025.
