Creative Soccer Culture

adidas Extend MLS Partnership Until 2024

Major League Soccer have announced a huge new contract with adidas to ensure that the partnership between the Three Stripes and the league will run to at least 2024. The new 6-year deal marks adidas’ largest financial investment in North American soccer, worth $700 million, or $117 million annually.

In a monumental step of progression for MLS the new deal works out to be worth more than $5 million per year, per team in 2018. That’s more than three times what MLS teams have ever received. Of course, this deal will anticipate the arrival of new clubs into the league, but it's a marker of intent for the future of American soccer. The deal will see adidas continue as the official supply partner for MLS, meaning the match ball and kits of all MLS and youth clubs will be three striped up.

The biggest sponsorship deal in MLS history and more valuable than the league's current TV contracts with Fox, ESPN and Univision who pay a combined $90 million per year. The Three Stripes first partnered with MLS back in 2004, and the new $117 million per year deal is almost five-times bigger than the $25 million per year that adidas were paying under the previous agreement. The first adidas x MLS contract in 2004 was worth $150m over ten years ($15m per year). The eight year contract signed in 2010 was worth $200m ($25m per year) 2017. The nee six year deal is worth $700m ($117m per year).

“Soccer is the epicenter of our culture and, in the U.S. and Canada, soccer is the most popular sport for young people to play,” said Mark King, adidas North America President in a press release. “Our partnership with MLS puts adidas at the core of sport in North America, allowing us to make a positive difference in an athlete’s game and life. We believe in the power of sport and its ability to create positivity for young athletes and their world. Through our expanded youth development program, we’ll provide high-level competition and unique life experiences for athletes who want to improve their game.”

Big money. Big future. An incredible amount of faith. Adidas have essentially lumped $700m on the MLS to grow in popularity and develop into a major American sports league. It's a strong marker of where the MLS is right now and its limitless potential.


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