Source: Insider Sport, SponsorUnited Year in Review 2024
From Underdog to Commercial Powerhouse: The MLS Growth Story
In the shadow of American sports giants like the NFL, NBA, and MLB, Major League Soccer (MLS) has quietly engineered one of the most impressive commercial evolutions in modern sport. According to SponsorUnited’s 2024 Year in Review report (via Insider Sport), MLS led all major U.S. leagues in percentage of total sponsorship revenue derived from new deals, a clear signal that the league’s commercial ecosystem is not just growing — it’s actively expanding.
18% of MLS team sponsorship revenue came from new deals, outpacing the NBA and NHL (both at 15%).
Total team sponsorship revenue grew 13% YoY, reaching $665 million, second only to MLB’s 16% but ahead of more mature properties like the NFL (10%) and NBA (8%).
Momentum Backed by Metrics: What’s Driving the Numbers?
- +11% YoY Growth in both total brand associations and total number of deals, reaching 1,869 partnerships.
- +16% increase in retained deals, proving long-term brand confidence in MLS’ trajectory.
- The Messi Effect: Lionel Messi’s arrival in 2023 unlocked new levels of global attention, leading to a wave of international stars (Luis Suárez, Jordi Alba, Marco Reus) and new fans entering the MLS ecosystem.
- Localized + Globalized Strategy: Inter Miami balanced global deals (Red Bull, Heineken) with hyperlocal sponsors (Publix, Le Méridien Dania Beach), signaling a dual-market approach built for both loyalty and visibility.
Commercial Highlights: Top Sponsors and Market Dynamics
- Top 5 Spending Brands: Bank of Montreal (BMO), Royal Caribbean, Etihad Airways, Blue Cross Blue Shield, and Daimler.
- Legacy Brands Still Invested: Heineken, Volkswagen, and Toyota remain in the top 10.
- High-Value Deal Scarcity: Only 7% of deals in the MLS exceeded $1 million—reflecting both the league’s relative youth and its opportunity to dominate the mid-tier sponsorship segment.
Case Study: Inter Miami’s Blueprint
Inter Miami emerged as the commercial juggernaut of MLS in 2024:
- $55–60 million in sponsorship revenue.
- Highest new sponsorship revenue ($10M+) alongside D.C. United.
- New global partners like Red Bull, plus extended deals with Heineken.
- Hyperlocal partnerships sustained, building authentic fan roots in Fort Lauderdale and Miami.
Inter Miami isn’t just winning commercial deals; it’s crafting a model of local-global integration, a template that could be scaled across sports properties worldwide.
For sports rights holders (especially in emerging leagues or underdog markets):
- New partnerships are a measure of momentum, not just revenue. Prioritize flexible, digitally native sponsorship packages that attract new market entrants.
- Balance high-profile international brands with localized sponsors to build loyalty and establish cultural relevance in your home market.
- Don’t chase only seven-figure deals — mid-tier sponsors offer richer engagement opportunities and are often more open to creative activations.
For brands entering sports marketing:
- Association with fast-growing properties can drive both top-line brand visibility and bottom-up community connection.
- Investing early into a rising league provides category leadership, flexibility in asset usage, and the ability to influence long-term storytelling.
Ready to Design a Sponsorship Strategy That Builds Long-Term Value?
Whether you’re a rights holder looking to expand your commercial model or a brand exploring entry into the sports ecosystem, we help you identify the right partnerships, structure scalable assets, and drive authentic fan engagement.
Reach out now to start building your custom playbook for commercial growth.
This article is inspired by and includes data from SponsorUnited’s 2024 Year in Review Report, as cited by Insider Sport.
IMAGE: Reuters
