From CNBC: 2025-05-05 08:45:00

Lionel Messi led Inter Miami to a 1-0 victory over Columbus Crew, boosting soccer’s popularity in the U.S. MLS sponsorship revenue is up double digits in 2025, with brands like Michelob Ultra and Adidas investing heavily. The upcoming 2026 World Cup in the U.S., Canada, and Mexico is expected to further fuel soccer fandom and sponsorship growth.

Sponsorships are on the rise in MLS, with brands like Audi and Michelob Ultra investing in partnerships. Sports Illustrated Tickets secured naming rights for the New York Red Bulls stadium, while Adidas extended its partnership with MLS through 2030. The growing popularity of soccer in the U.S. is attracting more advertisers and marketers.

Lionel Messi’s impact on MLS continues to grow, with attendance records set at games he plays. Social media following for the league has soared since Messi joined Inter Miami. MLS demographic skews towards Gen Z and millennials, making it an attractive market for advertisers. The upcoming 2026 World Cup is expected to be a major driver of soccer fandom in the U.S.

The 2026 World Cup is a key moment for MLS to capitalize on soccer’s popularity in the U.S. International events like the Copa America have drawn millions of viewers, setting the stage for the World Cup. Brands are recognizing the potential of MLS to connect with a diverse and engaged fan base, making it a valuable platform for marketing.



Read more at CNBC: MLS sponsorships spike as U.S. soccer gains popularity