MLS Extends Mammoth Deal With $25 Billion Sportswear Company After Closing $2.5 Billion Mega Broadcasting Deal

MLS is all set to commence this week. It will be the 28th season of the soccer league. The league has recently signed a new broadcasting deal worth $2.5 billion with Apple for the next ten years. Now, MLS has extended its contract with long-standing partner Adidas till 2030. 

MLS has been growing since its inception and has 29 clubs in the league. Fifteen clubs play in the Eastern Conference League and 14 in the Western Conference League of the MLS. The new season starts on February 25 and will end on October 31. MLS was able to get a new sponsorship deal days before the new season started. 

MLS extends its deal with Adidas

Adidas has been with the MLS since its inception in 1996. It was in 2004 when the German Sportswear brand became the league-wide partner of the MLS and is the kit manufacturer of all the clubs since then. The deal with Adidas was set to expire in 2024 and was renewed previously in 2017. It was worth $700 million, and now both the long-standing partners will renew it again.

The new extended deal between the sportswear brand and the league runs till 2030 and is worth $830 million, as per CNBC. Adidas will continue to supply the playing and training kits, shoes, and official match balls until 2030 for the league and the clubs. With MLS signing a new blockbuster broadcasting deal with Apple a few months back, the Adidas deal comes as another big news for the league fans. 

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However, the Adidas deal not only includes providing match balls and kits but goes beyond it. The German sportswear brand will work with the league on various other initiatives and investments to grow the sports and the business. The partnership spreads across on and off the field from now on with the FIFA World Cup 2026 in mind. 

The US men’s soccer league seeing rapid growth

In 2010, the league had 16 clubs, which now stands at 29 in 2023. There has been a growth in fans, with the league growing financially, too. $37 million was the average club valuation in 2008, which now stands at $579 million.

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Earlier this month, Los Angeles FC became the first MLS club to be valued at $1 billion, nine years after its inception. Last season saw a record attendance of ten million, surpassing the previous best of 8.6 million in 2019. The league is also attracting new investors and will hope to keep growing and expanding the clubs in the league. 

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Let us know your thoughts on the deals with Adidas and Apple. Will the enormous deals help the league get more popularity?