In a remarkable turn of events for Major League Soccer (MLS) and U.S. soccer as a whole, the sport has reached new heights in both domestic and international appeal. On January 5, 2025, MLS officials announced a series of record-breaking sponsorship deals, reflecting the growing global interest in the league and the increasing influence of U.S. soccer on the international stage. With corporate giants from both the U.S. and abroad jumping on board, soccer is rapidly solidifying its place as a leading sport in the American sporting landscape.
The sponsorship deals, worth a combined total of over $1 billion, represent the largest investments ever made in MLS and U.S. soccer teams. High-profile brands from industries including tech, apparel, and even global finance have signed multi-year agreements, providing significant financial support to the league’s expansion and development initiatives. Notably, tech titans such as Google and Apple have committed to major partnerships, which are expected to help elevate MLS in terms of global reach and digital engagement.
“Soccer has always been a sport of passion, but what we’re seeing now in the U.S. is a true transformation,” said Mark Johnson, the Commissioner of MLS. “These sponsorships reflect a recognition of the sport’s potential in America and its increasing resonance around the world. This is an exciting time for our players, our fans, and the future of U.S. soccer.”
One of the largest new deals includes a collaboration with Nike, which will be the official apparel sponsor of the league for the next decade. This partnership includes the development of innovative gear, increased visibility for both domestic and international competitions, and special limited-edition kits for select teams. With Nike’s global presence and MLS’s rising popularity, the collaboration is expected to bring U.S. soccer to even more international markets.
In addition to Nike, global financial services company JPMorgan Chase has signed a landmark sponsorship agreement with several major MLS clubs, providing them with resources to enhance community outreach, youth development programs, and state-of-the-art training facilities. This partnership is part of a broader push to solidify MLS’s long-term position in the competitive world of global soccer.
The rise of MLS has not only been fueled by increased sponsorship revenue but also by the success of U.S. national teams, particularly in the aftermath of the U.S. Men’s National Team’s strong performance in the 2022 FIFA World Cup. The team’s advancement to the quarterfinals sparked renewed enthusiasm for the sport, increasing domestic viewership and creating new pathways for the league to attract top talent from around the world. International stars have increasingly seen MLS as a viable destination, with players like Lionel Messi and Cristiano Ronaldo drawing millions of fans and boosting the league’s international profile.
These sponsorship deals come on the heels of major investments in stadium infrastructure, broadcasting rights, and player development programs. U.S. soccer is now attracting larger audiences both on television and in-person, with stadiums packed for high-profile matches. Additionally, the league’s broadcast deals have exploded, with new media partnerships and streaming platforms securing global access to MLS games.
The rise of MLS is also seen as a key element in the growth of soccer culture across the U.S., particularly among younger generations. As soccer’s fanbase continues to expand, the sport is challenging the traditional dominance of American football, basketball, and baseball. Cities across the nation are embracing soccer as a central element of community identity, leading to increased youth participation and grassroots support for the sport.
With the momentum built in 2024 and these new sponsorship deals securing its future, MLS is poised for its most successful decade yet. As international interest in the league increases, the future of U.S. soccer appears brighter than ever, setting the stage for more domestic and global recognition, as well as a lasting cultural shift toward soccer’s prominence in American sports.
