Business of Major League Soccer (MLS) 2023 - Property Profile, Sponsorship and Media Landscape

Abstract

This MLS property business report offers a thorough examination of various aspects of the MLS, including its media partners, social media presence, sponsorship agreements, most lucrative partners, and dominant sectors. Additionally, the report presents a detailed overview of the commercial landscape of both the league and its associated teams, providing a clear breakdown of the sponsorship and media deals. The report employs illustrated charts to depict the MLS club's social media standing, potential ticketing revenue, and position with respect to sponsorship revenue.

This report gives a complete overview of the major business operations of the 2023 Major League Soccer competition. Through an intricate breakdown of the league's sponsorship and media landscapes, the report elucidates the MLS's position in the North American sports market.

Of particular note is the massive new media rights deal with Apple worth $2.5 billion for ten years until 2032 that takes effect in 2023, representing a significant increase in the current deal's value. In addition, sponsorship is a major source of financial gain for the league, with 963 brands engaged in sponsorship agreements across the league, and the 29 active teams collectively boasting 1148 active sponsorship deals worth an estimated $502.3 million annually.

However, despite the significant amount of money and commercialization associated with the league, the MLS still lags behind the other four major US sports leagues in popularity, with a moderate combined social media following of just over 10 million followers. The report also provides detailed insights into stadium sizes and potential ticketing revenue for each MLS club. It offers an in-depth analysis of the media and sponsorship landscape of the league and a breakdown all 29 teams, from their online popularity to specific sponsorship agreements.

Key Highlights

MLS sponsorship for 2023 season is estimated to be worth $812.7 million with 1179 active sponsorship agreements, according to the GlobalData Sport Intelligence Centre, with data being taken from GlobalData Sport's database as of 7th April 2023.

Starting 2023 season, Apple and MLS agreed a global media rights agreement worth $2.5 billion for ten years until 2032, covering global streaming rights to all MLS and Leagues Cup matches and selected MLS Next and MLS Next Pro matches.

There are 963 brands from 28 diverse sectors currently engaged in sport sponsorship agreements with MLS and its associated clubs.

There are 1148 active sponsorship deals between the league's 29 clubs and their partners, with an estimate sponsorship value of $502.3 million per year, whereas MLS 31 deals are estimated to be worth $310.44 million for 2023 season, with an average annual deal value of $10 million.

The Restaurant sector rank as the most active sponsoring sector with 204 deals (17%) across the league and BodyArmor stands as the most active brand, with 19 deals.

MLS team, Atlanta United's sponsorship revenue remains the greatest for the 2023 season, attracting nearly $88.2 million from different sectors brands, while New York City FC boasts the highest number of deals in its portfolio for the 2023 season.

Teams Analysed

Atlanta United FC

Austin FC

Charlotte FC

Chicago Fire FC

FC Cincinnati

Colorado Rapids

Columbus Crew

FC Dallas

D.C. United

Houston Dynamo FC

LA Galaxy

Los Angeles FC

Minnesota United FC

Inter Miami CF

CF Montreal

Nashville SC

New England Revolution

New York City FC

New York Red Bulls

Philadelphia Union

Orlando City SC

Portland Timbers

Real Salt Lake

San Jose Earthquakes

Seattle Sounders FC

Sporting Kansas City

St. Louis City SC

Toronto FC

Vancouver Whitecaps FC

Scope

This report provides an overview and analysis of the Major League Soccer (MLS) competition for the year 2023. The report aims to provide valuable insights for executives, professionals, and sports enthusiasts.

The report covers the following areas -

• It provides an overview of the league's format, changes in 2023, and significance in the North American sports market.
• The report analyses the 29 active MLS teams, including their social media presence, sponsorship revenue, stadium rights holders, attendance, and potential ticket revenue.
• Detailed coverage of MLS league operations, including social media, lucrative partners, media agreements, ticketing revenue, and sponsorship growth from 2022 to 2023.
• An overview of the designated player rule and current designated players list for each MLS club.
• Coverage of major developments in the MLS during the 2023 season, such as the new media rights agreement with Apple and the rise of MLS Cup viewership in the United States.
• A look at MLS's kit supplier agreements since 2005.
• Detailed insights into highly valued patch sponsorship deals across the 29 clubs. 8. In-depth analysis of major brands and prominent sectors involved with the league.

Reasons to Buy

• This report offers a comprehensive and in-depth analysis of the media and sponsorship agreements that underpin the 2023 MLS season. The report covers a wide range of aspects, including the league's social media presence, media partnerships, and sponsorship revenue.
• Accompanying the GlobalData database, the report provides a extensive analysis of the revenue generated by each individual MLS club in terms of their sponsorships. Moreover, the report takes a closer look at the league's media partners, the social media footprint of both the league and its constituent teams, and the ticketing revenue generated by each club. Additionally, the report provides an insightful analysis of the patch and stadium partnerships that the clubs are associated with, as well as the most prominent sectors and brands MLS is connected with.
• With a range of charts and tables, this report is designed for executives and professionals, boasting presentation quality.