Major League Soccer (MLS) feels like it is coming towards the end of an era. This is by no means a negative thing, with the latest transition promising to lead into a more mature phase for the North American soccer league.
This season sees the addition of MLS’s 27th franchise, with Austin FC joining the Western Conference under the ownership of former Columbus Crew majority shareholder Anthony Precourt. There will also be three new soccer-specific stadiums opening in Cincinnati, Columbus and Austin, bringing the league’s total up to 20 – housing more than two thirds of the teams.
These developments are illustrative of where MLS is going, moving away from the shadow of the established US major league sports and into its own, unique space.
Despite that, MLS has still suffered significant losses during the pandemic and the pain is not over yet. Commissioner Don Garber has said that the league lost close to US$1 billion in revenues last year due to Covid-19 and is expecting a similar hit in 2021. The league’s timeline for expansion has also been pushed back a year as a result of the health crisis, while there are also doubts over whether a franchise in Sacramento will be able to join the competition at all after lead investor Ron Burkle stepped away from the project.
However, there are some green shoots on the commercial front.
A new sponsorship deal with Procter & Gamble, signed on the eve of the 2021 campaign, is reportedly worth as much as US$20 million a season for the next five years. On the media side, Garber is preparing to hit the market with the most complete and enticing rights offering MLS has ever had.
Two years remain on the current deals and teams have been told not to sign any local broadcast contracts beyond that point. MLS will then look to sell national, local, international, betting data and out of market rights in one swoop. While that could be an enticing single package for the right buyer, it is also a lot of content being made available at a time when the US media giants are looking to build out new streaming products.
MLS is also moving closer with its nearest neighbour, Liga MX, which is Mexico’s top flight. While there has been talk of a merger between North America’s two powerhouse leagues, Garber appears to be more concerned with the performances of the US teams in the Concacaf Champions League. MLS has provided two of the last six finalists after previously only seeing US sides reach the final in 2015 and 2011.
All of this, of course, is building towards the jointly-hosted 2026 Fifa World Cup, which will arrive 30 years after the founding of MLS and offer a measuring stick for soccer in the US from when it last hosted the tournament in 1994.
As the Houston Dynamo and San Jose Earthquakes prepare to kick off the 26th MLS season this weekend, SportsPro presents its team-by-team commercial preview, bringing you all the major off-field developments ahead of the new campaign.
Major broadcast partners
Domestic (estimated total value: US$90 million per year)
United States: ESPN, Fox Sports, Univision
Canada: CTV, TSN, TVA Sports, DAZN (out-of-market package)
Select overseas
Mexico, Central America, Caribbean: ESPN
Honduras: R-Media
South America: ESPN
APAC & France: BeIN Sports
Spain, Germany, Austria, Italy and Switzerland: DAZN
Latin America & Caribbean: ESPN
Brazil: DAZN
UK and Ireland: Sky Sports, Premier Sports
North Africa: Abu Dhabi Sports
Sub-Saharan Africa: ESPN
Australia, New Zealand, Pacific Islands: ESPN
Middle East: Abu Dhabi Sports
Official partners
The teams
Eastern Conference
Atlanta United
Owner: Arthur Blank (AMB Sports and Entertainment Group)
Chief executive: Darren Eales
Stadium: Mercedes-Benz Stadium (shared with National Football League’s (NFL) Atlanta Falcons)
Arena operator: AMB Sports and Entertainment Group
Stadium naming rights partner: Mercedes-Benz (worth US$32.4 million a year, signed 2017, expires 2044)
2019 average home attendance: 52,510
Main sponsor: American Family Insurance (worth between US$3 million and US$4 million a year)
Sleeve sponsors: AT&T (left sleeve, value not reported); Piedmont Healthcare (right sleeve, worth between US$500,000 and US$1 million a year)
Local broadcasters: Bally Sports Southeast, Bally Sports South, WZGC (English radio), WAOS/WXEM/WLBA (Spanish radio)
Chicago Fire
Owner: Joe Mansueto
Chief operating officer: John Urban
Stadium: Soldier Field (shared with NFL’s Chicago Bears)
Arena operator: ASM Global
Stadium naming rights partner: N/A
2019 average home attendance: 12,324 (at SeatGeek Stadium which had a 20,000 capacity)
Main sponsor: Motorola (US$4 million a year, expires after 2021 season)
Sleeve sponsors: Canadian Imperial Bank of Commerce (right sleeve, value not reported)
Local broadcasters: WGN Sports, WRTO-AM (Spanish radio), WVIV (Spanish radio)
Columbus Crew
Owner: Dee and Jimmy Haslam, JW and Whitney Johnson, Pete Edwards
Chief operating officer: Tim Bezbatchenko
Stadium: Historic Crew Stadium/New Crew Stadium (from July)
Arena operator: Columbus Crew SC
Stadium naming rights partner: N/A (deal with Mapfre expired at the end of the 2020 season)
2019 average home attendance: 14,856
Main sponsor: Nationwide (US$3 million a year, length not reported)
Sleeve sponsors: N/A
Local broadcasters: Bally Sports Ohio, Bally Sports Great Lakes, WBNS-FM (English radio), ColumbusCrewSC.com (Spanish radio)
DC United
Owners: Jason Levien and Stephen Kaplan
Chief executive: Jason Levien
Stadium: Audi Field
Arena operator: DC United
Stadium naming rights partner: Audi (US$4 million a year, expires 2030)
2019 average home attendance: 17,744
Main sponsor: Leidos (expires after 2021 season)
Sleeve sponsors: N/A
Local broadcasters: NBC Sports Washington (English TV), TeleXitos (Spanish TV), CBS Sports Radio (English)
FC Cincinnati
Owners: Carl Lindner III, Meg Whitman, Griff Harsh, Scott Farmer, George Joseph
Chief executive: Carl Lindner III
Stadium: West End Stadium
Arena operator: FC Cincinnati
Stadium naming rights partner: N/A
2019 average home attendance: 27,336
Main sponsor: Mercy Health (US$5 million a year, expires end of 2028 season)
Sleeve sponsors: N/A
Local broadcaster: WSTR Star64 (TV), FCCincinnati.com (streaming), WDJO (English radio)
Inter Miami
Owners: Jorge and Jose Mas, David Beckham, Marcelo Claure, Masayoshi Son
Chief executive: Jorge Mas
Stadium: Miami Freedom Park (will play at DRV PNK Stadium in Fort Lauderdale until new stadium is completed)
Arena operator: Inter Miami
Stadium naming rights partner: AutoNation (three-year deal for Fort Lauderdale venue, signed 2021)
2019 average home attendance: N/A
Main sponsor: N/A
Sleeve sponsors: N/A
Local broadcasters: CBS Miami (TV), MyTV33 (TV, select games), CBS4 (TV South Florida), WAMI-DT (Spanish TV)
CF Montréal
Owner: Joey Saputo
President: Kevin Gilmore
Stadium: Saputo Stadium
Arena operator: CF Montréal
Stadium naming rights partner: N/A
2019 average home attendance: 16,171
Main sponsor: Bank of Montreal (worth CAD$4 million a year, long-term extension signed in 2018)
Sleeve sponsors: N/A
Local broadcasters: TSN, RDS, TVA Sports (French TV), TSN 690 or CJAD (English radio), CHMP-FM (French radio)
New England Revolution
Owner: The Kraft Group
President: Brian Bilello
Stadium: Gillette Stadium (shared with NFL’s New England Patriots)
Arena operator: The Kraft Group
Stadium naming rights partner: Gillette (value not reported, extension signed in 2010, expires 2031)
2019 average home attendance: 16,737
Main sponsor: UnitedHealthcare (worth US$3 million per year)
Sleeve sponsors: N/A
Local broadcasters: WBZ-TV, WBZ-FM (English radio), WAMG (Spanish radio), Inter Miami App (local streaming),
New York City FC
Owner: City Football Group (CFG)
Chief executive: Brad Sims
Stadium: Yankee Stadium (shared with Major League Baseball’s (MLB) New York Yankees)
Arena operator: Yankee Stadium LLC
Stadium naming rights partner: N/A
2019 average home attendance: 21,107
Main sponsor: Etihad Airways (CFG-wide deal, expires 2021)
Sleeve sponsors: N/A
Local broadcasters: YES Network, WNYE (English radio), WEPN (Spanish radio) WFUT-DT (Spanish TV), WQBA (Spanish radio)
New York Red Bulls
Owner: Red Bull
General manager: Marc de Grandpre
Stadium: Red Bull Arena
Arena operator: Red Bull
Stadium naming rights partner: N/A
2019 average home attendance: 17,281
Main sponsor: Red Bull
Sleeve sponsors: Provident Bank (left sleeve, value not reported)
Local broadcasters: MSG/MSG Plus, Bulls Live Online Radio (English and Spanish radio)
Orlando City SC
Owner: Flávio Augusto da Silva
Chief executive: Alex Leitão
Stadium: Exploria Stadium
Arena operator: Orlando City SC
Stadium naming rights partner: Exploria Resorts (value not reported, signed 2019, length not reported)
2019 average home attendance: 22,761
Main sponsor: Orlando Health (US$3.5 million a year)
Sleeve sponsors: N/A
Local broadcasters: WRBW, LionNation TV (streaming), WYGM (English radio), WRSO (Spanish radio)
Philadelphia Union
Owner: Jay Sugarman
President: Tim McDermott
Stadium: BMO Field
Arena operator: Keystone S&E
Stadium naming rights partner: Subaru (multi-year deal, value not reported)
2019 average home attendance: 17,111
Main sponsor: Bimbo Bakeries (US$2.5 million a year, expires at the end of the 2023 season)
Sleeve sponsors: Subaru (right sleeve, value not reported)
Local broadcasters: WPVI-TV, WPHL, Localish, WWSI (Spanish TV) WHAT (Spanish radio)
Toronto FC
Owner: Maple Leaf Sports & Entertainment
President: Bill Manning
Stadium: Subaru Park
Arena operator: Maple Leaf Sports & Entertainment
Stadium naming rights partner: Bank of Montreal (worth CAD$1 million a year, expires 2026)
2019 average home attendance: 17,111
Main sponsor: Bank of Montreal (worth CAD$4 million a year, expires 2026)
Sleeve sponsors: GE Appliances (right sleeve, multi-year deal signed in 2020)
Local broadcasters: TSN, CHUM (radio)
Western Conference
Austin FC
Owner: Two Oak Ventures
Majority owner and chief executive: Anthony Precourt
Stadium: Q2 Stadium
Arena operator: Two Oak Ventures
Stadium naming rights partner: Q2 Holdings (deal signed in 2021, length unknown. Matt Flake, Q2 president and chief executive, told Forbes that the contract is worth ‘less than one per cent’ of Q2’s annual revenue, which was US$404.5 million in 2020)
2019 average home attendance: N/A
Main sponsor: Yeti (worth US$4 million a year, multi-year deal signed 2020)
Sleeve sponsors: Netspend (both sleeves, value and length not reported)
Local broadcasters: The CW Austin, NBC Austin, MyNetwork TV (all English TV)
Colorado Rapids
Owner: Kroenke Sports and Entertainment (KSE)
Executive vice president and general manager: Pádraig Smith
Stadium: Dick’s Sporting Goods Park
Arena operator: KSE
Stadium naming rights partner: Dick’s Sporting Goods (worth US$2 million a year, signed 2006, expires 2026)
2019 average home attendance: 14,284
Main sponsor: N/A (deal with Transamerica expired at end of 2020 season)
Sleeve sponsors: N/A (deals with Western Union and World Financial Group expired at end of 2020 season)
Local broadcasters: Altitude Sports and Entertainment, KKSE (English radio), KTFD-TV (Spanish TV), KXDP-LP (Spanish radio)
FC Dallas
Owner: Clark Hunt
President: Dan Hunt
Stadium: Toyota Stadium
Arena operator: Frisco Soccer, LP
Stadium naming rights partner: Toyota (value not reported, ‘long-term’ deal signed in 2013)
2019 average home attendance: 17,744
Main sponsor: MTX Group (seven-year deal, value not reported)
Sleeve sponsors: Advocare (right sleeve, value not reported)
Local broadcasters: KXTA, KMPX-29 (Spanish TV), FCDallas.com/Radio (English radio), KFLC (Spanish radio)
Houston Dynamo
Controlling owner: Gabriel Brener
President of business operations: John Walker
Stadium: BBVA Stadium
Arena operator: Anschutz Entertainment Group
Stadium naming rights partner: BBVA (worth US$2 million a year, signed 2011, expires 2021)
2019 average home attendance: 15,674
Main sponsor: MD Anderson Cancer Center (worth ‘more than’ US$4 million a year)
Sleeve sponsors: N/A
Local broadcasters: KTBU, TeleXitos (Spanish TV), KLAT (Spanish radio)
LA Galaxy
Owner: Anschutz Entertainment Group
President: Chris Klein
Stadium: Dignity Health Sports Park
Arena operator: Anschutz Entertainment Group
Stadium naming rights partner: Dignity Health (ten-year naming rights deal worth more than US$6 million a season, expires 2029)
2019 average home attendance: 23,205
Main sponsor: Herbalife Nutrition (ten-year deal worth US$4.4 million a year, expires 2022)
Sleeve sponsors: Honey (right sleeve, value not reported), Herbalife Nutrition (left sleeve)
Local broadcasters: Spectrum SportsNet, lagalaxy.com (English radio), KWKW (Spanish radio)
Los Angeles Football Club
Owner: Peter Guber
President: Larry Freedman
Stadium: Banc of California Stadium
Arena operator: LAFC
Stadium naming rights partner: N/A (With Banc of Californa terminating its 15-year naming rights deal in June 2020, an early termination fee means LAFC received $36 million over the three years the deal was active. The stadium’s current name will remain in place while a replacement is found)
2019 average home attendance: 22,260
Main sponsor: Flex (worth US$5 million a year, five-year deal signed 2021)
Sleeve sponsors: Postmates (left sleeve, signed 2021, value not reported)
Local broadcasters: English-language TV rights unconfirmed, SPN (English radio), KFTR-DT (Spanish TV), KFWB (Spanish radio)
Minnesota United
Owner: William McGuire
Chief executive: Chris Wright
Stadium: Allianz Field
Arena operator: Minnesota United FC
Stadium naming rights partner: Allianz (value not reported, signed 2017, expires 2028)
2019 average home attendance: 19,723
Main sponsor: Target (US$3 million a year, expires 2021)
Sleeve sponsors: Allianz (right sleeve, value not reported)
Local broadcasters: Bally Sports North, WUCW, KSTP (English radio)
Nashville SC
Owner: John Ingram
Chief executive: Ian Ayre
Stadium: Nissan Stadium (shared with NFL’s Tennessee Titans)
Arena operator: Metropolitan Government of Nashville and Davidson County
Stadium naming rights partner: Nissan (worth US$5 million to US$6.5 million per season, signed 2015, expires 2035)
2019 average home attendance: Made debut in 2020
Main sponsor: Renasant Bank (US$3 million a year, expires 2023)
Sleeve sponsors: N/A
Local broadcasters: WZTV, WUXP, WNAB, ESPN 94.9 Game 2 (English radio)
Portland Timbers
Owner: Peregrine Sports, LLC
Chief executive: Merritt Paulson
Stadium: Providence Park
Arena operator: Peregrine Sports, LLC
Stadium naming rights partner: Providence Health and Services (value not reported, signed 2014, expires 2029)
2019 average home attendance: 25,218
Main sponsor: Alaska Airlines (US$3.5 million a year, expires 2021)
Sleeve sponsors: TikTok (right sleeve, worth ‘slightly more’ than US$1 million a year)
Local broadcasters: KPTV, Root Sports Northwest, KXTG (English radio), KGDD (Spanish radio)
Real Salt Lake
Owner: Dell Loy Hansen (MLS handling franchise sale process)
Interim president: John Kimball
Stadium: Rio Tinto Stadium
Arena operator: Dell Loy Hansen
Stadium naming rights partner: Rio Tinto (worth between US$1.5 million and US$2 million a year, signed 2008, length not reported)
2019 average home attendance: 18,121
Main sponsor: LifeVantage (worth US$3 million a year)
Sleeve sponsors: N/A
Local broadcasters: KMYU, KALL (English radio), KTUB (Spanish radio)
San Jose Earthquakes
Owner: Earthquakes Soccer LLC
Managing partner: John Fisher
Stadium: PayPal Park
Arena operator: San Jose Earthquakes
Stadium naming rights partner: PayPal (reportedly worth US$20 million, signed 2021, expires 2031)
2019 average home attendance: 18,781
Main sponsor: Intermedia (US$2.75 million a year, expires 2022)
Sleeve sponsors: PayPal
Local broadcasters: NBC Sports California, NBC Sports Bay Area, KSTS-DT Telemundo 48 (all English and Spanish TV), KTCT (English radio), KZSF (Spanish radio)
Seattle Sounders
Owner: Adrian Hanauer
President of business operations: Peter Tomozawa
Stadium: Lumen Field (shared with NFL’s Seattle Seahawks)
Arena operator: First & Goal Inc
Stadium naming rights partner: Lumen Technologies (worth US$162.7 million, signed 2019, expires 2033)
2019 average home attendance: 40,247
Main sponsor: Zulily (worth close to US$6 million a year and includes the NWSL’s OL Reign)
Sleeve sponsors: Emerald Queen Casino (right sleeve, value not reported)
Local broadcasters: KZJO, KCPQ, Root Sports Northwest, KJR (English radio), KUNS-TV (Spanish TV), KKMO (Spanish radio)
Sporting Kansas City
Owner: Sporting Club
President and chief executive: Jake Reid
Stadium: Children’s Mercy Park
Arena operator: Sporting Kansas City
Stadium naming rights partner: Children’s Mercy Hospital (ten-year deal signed in 2015)
2019 average home attendance: 18,601
Main sponsor: The Victory Project (charitable partnership runs until end of 2021 season)
Sleeve sponsors: Children’s Mercy (left sleeve) and Compass Minerals (right sleeve)
Local broadcasters: Bally Sports Kansas City, WHB (English radio), KCZZ (Spanish radio)
Vancouver Whitecaps
Owners: Jeff Mallett, Greg Kerfoot, Steve Luczo, Steve Nash
Chief executive: Axel Schuster
Stadium: BC Place
Arena operator: BC Pavilion Corporation
Stadium naming rights partner: N/A
2019 average home attendance: 19,514
Main sponsor: Bell (CAD$5 million a season, multi-year extension signed in 2018)
Sleeve sponsors: N/A
Local broadcasters: TSN, TSN 1410 (English radio)
All figures quoted have been reported or estimated based on SportsPro’s assessment of the industry.
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