
Why brand marketers are going all-in on Major League Soccer
Soccer is the world’s sport—the most played and most watched game around the globe. Major League Soccer is expanding fast, with new teams and stadiums in the country’s hottest markets and attendance booming. Experts say the game is primed for an explosion of interest mirroring the 1990s, when the U.S. last hosted the World Cup. And savvy marketers are looking for a chance to get a leg up on the competition.
This white paper explores the history and converging factors that have put Major League Soccer in the spotlight, as the league, its players and stadiums get ready to host the 2026 World Cup.
Check out:
- The distinctive demographic mix of MLS fans, reflecting “the new North America”
- How the league and its fans have built an in-person experience like no other
- The impact of glamorous, high-profile owners—and influencers
- The multiple ways fans connect with their favorite players and teams—including gaming
Download this white paper now to dig into the numbers and to see where your brand might be able to get an assist from a soccer strategy.

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.