? MLS Cup closes record-breaking season; Jameson Whiskey, Home Depot, others sign deals
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On Saturday the 2024 MLS season came to a close as the LA Galaxy won their league-leading sixth title after defeating fellow MLS original, New York Red Bulls. The game brought to a close an incredible year for MLS with great achievements in the stands, on streaming, and via sponsorship revenues.
?? Sponsorship Growth & The Messi Impact
MLS experienced unprecedented growth in 2024, with sponsorship revenues reaching $665 million, marking a 13% increase from 2023 and a sizable 44% surge from 2022. According to SponsorUnited's latest MLS Marketing Partnerships report, approximately 18% of this revenue came from new partnerships in 2024. Read more in this article from Sportico.
It's no surprise that Lionel Messi's arrival has been a significant catalyst, with Royal Caribbean's Inter Miami jersey patch deal contributing substantially to the total revenue increase. Three categories—hotel, restaurant &?leisure, business services, and alcohol—are credited with more than $50 million of the 2024 surge.
?? Apple TV Partnership: Two Years In
The innovative 10-year partnership between MLS and Apple TV has shown promising results. While exact subscription numbers aren't publicly available, this New York Times article indicates that over one million viewers watch MLS games on an average Saturday, with playoff viewership increasing by 50% from 2023 to 2024. Notably, 94% of subscribers report that Season Pass offers "significantly" better broadcasts than previous offerings.
The story through the first two years of MLS Season Pass was ensuring a successful launch. The story of the next few years will be about reaching new and bigger audiences locally, nationally, and internationally, as well as continuing to innovate ahead of and coming out of the 2026 FIFA Men's World Cup.
??? Record-breaking Year of Attendance
During the 2024 season, MLS emerged as the second-highest attended soccer league globally, trailing only the English Premier League. The league attracted over 12.1 million total fans through the 2024 Conference Finals, with several other milestones achieved:
?? Looking Ahead to 2025
Not only is next season the league's 30th, but it also welcomes its 30th team in San Diego FC. Also, as we continue moving closer to the 2026 FIFA Men's World Cup expect more brands to attach themselves to the league.
And, as Commissioner Don Garber—whose contract wasextended through 2027—highlighted in hisannual State of the League address, several considerations are on the table, including fewer teams participating in Leagues Cup, potential changes to broadcast schedule, and—a talking point surely not going anywhere—the potential shift in the future to a fall/spring league format.
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?? Club World Cup groups unveiled—184 days away!
As we wind down 2024, big news for one of 2025's biggest sporting events continues to roll in (and some sponsorship news later in Trending). Last week, the groups for the 32-team tournament were unveiled and there are some intriguing Group Stage matchups for fans of North American teams. PSG and Atlético Madrid with Seattle. Real Madrid with Pachuca and Monterrey with Inter Milan.
While we count down every one of the 186 days leading up to Club World Cup kickoff, take a peek at the guide we put together, which includes a rundown of games hosted at each stadium, from Group Stage to Final.
CLICK HERE to read more about the Club World Cup and see which games are coming to a stadium near you!
?? MLS teams up with Jameson Whiskey
The league?announced?that Jameson Whiskey will become the Official Whiskey of MLS and MLS All-Star Gameday Hospitality. Jameson has also established multi-year partnerships with six MLS clubs which will provide Jameson with in-stadium branding opportunities to host local community engagement initiatives, select player appearances, custom content, and more.
??? New York Red Bulls get new stadium rights partner
The club?entered into a 13-year naming rights agreement?that will change the?stadium name from Red Bull Arena to?Sports Illustrated Stadium.?The deal was technically signed by SI Tickets, an independent entity?that pays SI owner, Authentic, for the rights to use the famed publication's?name. As part of the deal,?SI Tickets will be the club's Official Fan Experience Partner and Official Ticket Partner.?While financial details have not been disclosed, the deal is reportedly valued at nine figures.
???Bank of America?latest Club World Cup partner
In the first of several FIFA-related news stories, Bank of America was announced?as the?latest Official Partner of the 2025 FIFA Club World Cup. The deal expands an?already-existing partnership that began in August when Bank of America became the Official Bank Sponsor of the 2026 FIFA Men's World Cup. As you read in our guide above, the Club World Cup kicks off June 15 with the final set for?July 13.
?? FIFA, The Home Depot enter into partnership
The Home Depot is now the Official Home Improvement Retail Supporter in North America for the 2026 FIFA Men's World Cup, FIFA announced. The Home Depot will offer "Built by The Home Depot"?in-stadium and at FIFA Fan Festival activations throughout the tournament.?No stranger to soccer, learn more about The Home Depot's soccer sponsorship history in this AdWeek article.
?? 2030 & 2034 FIFA Men's World Cup hosts selected
Saudi Arabia is set to host the 2034 tournament marking?the second time the Middle Eastern region will host the Men's World Cup (Qatar 2022).?The Saudi bid was the only one submitted for 2034, just as the joint Spain-Portugal-Morocco bid for 2030?was, too. Also confirmed today by FIFA, the 2030 tournament will kick off in Argentina, Paraguay, and Uruguay in celebration of the 100th anniversary of the first-ever World Cup before resuming in Spain, Portugal, and Morocco.
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