Adidas AG – ADR ADDYY extends partnership with Major League Soccer.
The athletic apparel company signed a multi-year extension with MLS to continue its role as the league’s official supplier ahead of the upcoming season.
“We are extremely proud to expand our partnership with Major League Soccer,” said adidas CEO Björn Gulden in a press release. It’s great to see the effort,” he said. .
“Football is an important part of our history and the reason why adidas exists. As we get closer to the cup, I couldn’t be more excited.”
Under the terms of the agreement, adidas will continue to be the official sponsor of MLS and act as the footwear and apparel provider. The partnership will also focus on additional investment in youth development.
The deal is worth $830 million and runs through 2030, according to CNBC.
MLS Commissioner Don Gerber said, “Adidas has helped make MLS and the sport of football popular in North America for generations. Adidas will accelerate its growth ahead of the 2026 FIFA World Cup and beyond. We look forward to working closely with Adidas to do so in a statement.
“We are delighted to extend our partnership with one of the world’s leading football brands, Adidas.”
The World Cup catalyzed the popularity of soccer in the United States. The commissioner expects North America, which will host the 2026 World Cup, to see rapid growth heading into the event.
“The road to 2026 is rocket fuel for the entire US football ecosystem,” Garber told reporters on Wednesday, according to AFP.
According to CNBC, MLS continues its impressive growth, with record attendances of 8.6 million in 2019 and 10 million in 2022.
The new partnership between adidas and MLS looks like this: Apple APPL The league recently announced a 10-year streaming deal worth $2.5 billion, according to The Athletic. Under the deal, MLS will become the first major professional league to stream all games on Apple TV.
The Apple TV user base could be a boon for MLS. MLS has historically aired games on regional and local television networks, with only a few games being broadcast nationally.
Media rights agreements are a major contributor to the growing number of player contracts in the NFL, NBA and MLB. By signing the world’s most valuable companies, MLS will be able to build a solid foundation and strengthen the league’s ability to attract international talent.
“We put[games]on devices for every fan in the world, anytime, anywhere, without power outages. This is unprecedented,” said Garber.