The 2024 Major League Soccer (MLS) season will go down in history as a groundbreaking year, not just for the action on the pitch but also for the strides made off it. Sponsors and brand partnerships took center stage, showing the league's growing influence in the sports and business worlds. Here’s a deep dive into the key highlights from Relo Metrics’ 2024 MLS End-of-Season Insights Report:
Record-Breaking Sponsor Media Value (SMV)
Brand visibility reached unprecedented levels in 2024, with $339 million earned in sponsor media value (SMV). This growth underscores the increasing attention and engagement around MLS matches and related content.
Highest Grossing Brand: Adidas topped the charts, raking in $102 million in SMV.
Top Placement Value: Match kits (jerseys) emerged as the most lucrative placement, generating a whopping $138.3 million in SMV.
The Power of Athletes on Social Media
Athletes played a significant role in amplifying sponsor value, contributing to 16% of the total social media value. Among the standout performers:
Lionel Messi, as expected, led the pack with a staggering 2 million contributions (16%) of the athletes' contributions in SMV.
Luis Suárez, the Uruguayan star, followed with 262,000 contributions, showcasing his influence both on and off the field.
The Transformative Apple TV Partnership
The collaboration between Apple TV and MLS has been a game-changer, setting a new standard for sports media partnerships.
Premium Coverage: Apple TV’s offerings like MLS 360, MLS Wrap-Up, and the highly popular MessiCam redefined the viewing experience.
Playoff Viewership: Playoff viewership soared by 50% compared to 2023 according to The Atlantic.
Fan Approval: An impressive 94% of viewers believe the MLS Season Pass outshines previous broadcasting deals, marking a resounding success for the partnership.
Looking Ahead to 2025
The 2024 MLS season set a high bar for what’s possible in the world of soccer and sponsorship. With increased brand visibility, influential athletes, and a transformative media deal, the league has firmly established itself as a major player in global sports.
As we look ahead to 2025, the question remains: What’s next for Major League Soccer? Will we see enhanced fan engagement, more groundbreaking partnerships, or even bigger stars joining the league? Let us know in the comments — what do YOU want to see from MLS in the upcoming season?