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MLS Achieves 13% Boost in Sponsorship Revenue for 2024

In a landmark year for Major League Soccer (MLS), the league and its commercial arm, Soccer United Marketing (SUM), achieved a 13% increase in sponsorship revenue year-over-year (YoY) for 2024. This growth underscores the league's expanding popularity and value to partners across North America.

Record-Breaking Attendance and Fan Engagement

MLS teams witnessed a historic turnout this season, with a record-setting 11,454,205 fans attending regular-season matches. The average attendance per match climbed to 23,234, marking the highest in MLS history. Ten clubs set or equaled their attendance records, with 213 matches completely selling out. Season ticket sales rose 12% compared to 2023, contributing to an impressive 94% stadium capacity across MLS venues.

Social media metrics also highlighted MLS’s growing fan base and international appeal. Since January, MLS has experienced substantial growth on major platforms: TikTok followers grew by 26%, YouTube by 21%, and Instagram by 10%. Inter Miami led the charge on TikTok, becoming the most-followed North American sports team with 9.4 million followers and ranking third on Instagram with 17.2 million followers.

Sponsorship Growth and New Partnerships

On the sponsorship front, MLS welcomed 18 new partners in 2024. Partner activation reached unprecedented levels, with co-branded displays in over 107,000 retail locations nationwide, including Walmart. This widespread visibility significantly elevated brand engagement for both MLS and its partners.

Retail and Merchandise Success

Thanks to Inter Miami’s Lionel Messi, MLS saw soaring jersey sales, with Messi topping the best-seller lists in the league and holding the global lead for Adidas jersey sales among individual players.

Looking Ahead

MLS projects that total attendance for the 2024 season will surpass 12 million fans by the MLS Cup on December 7th, underscoring the league’s continued growth and success. As MLS solidifies its position among the top leagues worldwide, it remains a powerful platform for brands and a growing force in North American sports.

Source: SportsPro Media