MLS and Liga MX’s new tournament is an unprecedented opportunity for brands

p> All-new Leagues Cup promises historic opportunities for brands Four weeks, three countries, two leagues, one champion—and the world’s most intense cross-border rivalry Major League Soccer and Liga MX are partnering for a new, one-of-a-kind sporting event, Leagues Cup. North America’s two pre-eminent soccer leagues will pause their seasons in July 2023 to launch this month-long, March Madness-style tournament, featuring all of the leagues’ 47 teams. The MLS-Liga MX rivalry has intensified in the past decade, and this tournament promises to put some of the world’s best soccer on the pitch—with the world watching. This white paper explores the MLS-Liga MX partnership, and how this tournament was created to excite fans, players and brand partners. Check out: • How and why the event appeals to both current and casual fans—young, diverse, affluent and multicultural • How the monthlong format and midsummer timing offer rare marketing opportunities • How Leagues Cup’s streaming deal with Apple could enhance engagement • How the tournament sets the stage for the 2026 FIFA World Cup, hosted in North America for the first time in more than 30 years Download this white paper now to find out how this first-of-its-kind event will continue growing the soccer fan base in North America—and whether your brand might want to be in the starting lineup. p>About Soccer United Marketing Soccer United Marketing (SUM), the commercial arm of Major League Soccer (MLS), is the pre-eminent commercial soccer enterprise in North America, overseeing the commercialization, marketing, promotion and operational execution of the region’s most successful soccer matches and events, including Major League Soccer, the Mexican Men’s and Women’s National Teams for the U.S. market (MexTour and MexTour W), Leagues Cup, and Campeones Cup, as well as spearheading sponsorship sales for top Concacaf competitions including Concacaf Gold Cup, Concacaf Nations League Finals, Concacaf Champions Cup, and Concacaf W. In addition, SUM held the promotional and commercial rights to the highly successful 2016 Copa America Centenario. About Major League Soccer Headquartered in New York, Major League Soccer (MLS)—celebrating its 29th season in 2024—features 30 clubs throughout the United States and Canada, including a new expansion team in San Diego that will debut in 2025. All MLS, Leagues Cup and select MLS NEXT Pro and MLS NEXT matches can be watched through MLS Season Pass, available on the Apple TV app on Apple devices, smart TVs, streaming devices, set-top boxes and game consoles, and the web at tv.apple.com. MLS Season Pass features the most expansive and accessible lineup of programming ever for MLS fans. For more information about MLS, visit mlssoccer.com. For more information about the Apple TV app, visit apple.com/apple-tv-app.