?? Powerade to power MLS, U.S. Soccer

Powerade launched major partnerships with U.S. Soccer and MLS through multi-year agreements in the sports drink category that run through 2028 and 2029, respectively. It takes over for BODYARMOR—another Coca-Cola brand—in hopes of attracting younger consumers to Powerade products ahead of the existing partnership with the 2026 FIFA Men's World Cup. Click here to read more about Powerade's partnership.

For Soccer was thrilled to help with the launch, bringing creative strategy and production to this industry-shaping announcement.

CLICK HERE to check out our latest work.

?? USL launches division one men's league

Last week, the United Soccer League announced its intention to launch a new professional league in 2027-28 that will be sanctioned by U.S. Soccer as a Division One league—meaning it will be the highest level of professional soccer per the Federation's standards. The new league, when launched, will complete a youth to top-tier professional pathway within the USL organization alongside USL Championship (Division Two), USL League One (Division Three), USL League Two (Pre-Pro), and USL Youth and USL Academy (Youth). When launched, the new league would join MLS as Division One-sanctioned men's leagues.

?? 30th season of MLS kicks off this week

Saturday afternoon begins a full weekend of MLS action and the commencement of the league's 30th season—its first with 30 teams. In celebration of the season's imminent first kick, Sports Business Journal has released several articles worth reading, including a look at 30 important figures in league history and an interview with commissioner Don Garber covering an array of topics. Speaking of the weekend, don't forget Apple's new Onside: Major League Soccer documentary series debutes this Friday, February 21 on Apple TV+.

?? MLS details broadcast team + Android

The league unveiled its team of broadcasters for more than 850 games available to more than 100 countries. Among the new broadcasters added to the mix are two names MLS fans will know: Dax McCarty and Ozzie Alonso. Spanish-language coverage has also been bolstered with additions of Ramses Sandoval, Michele Giannone, and Ashley Gonzalez. Check out the full roster of on-air talent at the link below. Also of note, Apple has expanded its TV+ service to Android users and, as of last week, the app is available in the Google Play Store.

?? Dove joins forces with Gotham FC

The Unilever brand's first-ever investment in a women's sports team sees Dove become the presenting partner of Gotham's flagship community initiative, Keep Her in the Game. The community and social impact initiative was launched last year to address disproportionate rates at which adolescent girls opt out of sports. In addition to this initiative, Dove also becomes a back-of-jersey sponsor of Gotham in the largest sponsorship of its kind in NWSL history.

?? Portland Thorns and Ring partner

Amazon-owned home security business Ring and the NWSL's Portland Thorns have announced a multi-year sponsorship agreement. As part of the partnership, Ring's logo will feature on the front of the club's jerseys. The deal is reportedly the richest jersey deal in league history, besting Bay FC's deal with Sutter Health (estimated $2.5 million per year). Ring will also feature on the Thorns' cold-weather jackets and media backdrops. Fans can also expect interactive activations and experiences at games.

?? Angel City, CarMax announce deal

NWSL league partner CarMax has signed a sponsorship agreement with Angel City that sees the used car seller become the presenting partner of the club's ticket program, title night event, and camps series. As Sportico details, CarMax is among the main advertisers in women's sports, having previously signed agreements with Gotham FC and several WNBA teams.

?? NWSL, Overtime partner for content

The league will provide Overtime with access to regular season and playoff moments giving its over 100 million social followers content including game highlights, behind-the-scenes access, and more. The partnership is geared toward highly engaged Gen Z and Millennials and adds to the list of NWSL's media partners, including CBS Sports, ESPN, ION, and Prime Video.

??? U.S. Soccer adds English radio partner

Westwood One and the Federation have reached an agreement that sees Westwood One Sports serve as the new domestic English-language audio partner. The multi-year partnership through 2030 gives Westwood One exclusive broadcast rights to U.S. Soccer-hosted games, including USMNT and USWNT friendlies, Concacaf Nations League Quarterfinals, and the SheBelievesCup. Westwood One has nearly 10,000 affiliated radio stations and is the largest audio network in the U.S.