MLS Sponsorship Surge: How Messi and the 2026 World Cup are Transforming Soccer in the U.S.

As soccer continues to gain traction in the United States, Major League Soccer (MLS) finds itself at a pivotal moment, fueled by both a surge in fan engagement and a wave of lucrative sponsorship deals. Following the arrival of global superstar Lionel Messi at Inter Miami CF in 2023, the league has seen a remarkable uptick in attendance, ticket sales, and merchandise revenue, marking a significant departure from its once-niche status in American sports culture.

The rise of soccer in the U.S. has been a long time coming, with the sport traditionally overshadowed by the likes of football, basketball, baseball, and hockey. However, as cultural dynamics shift, soccer is establishing its foothold. According to Jen Cramer, executive vice president of partnership marketing at MLS, the approaching 2026 World Cup—set to take place across the U.S., Canada, and Mexico—coupled with the sport’s growing cultural relevance, has galvanized brands to invest heavily in the league. “Brands are prioritizing opportunities that offer efficiency, relevance, and cultural credibility,” Cramer noted, emphasizing the increasing activity in sponsorships despite broader economic uncertainties.

This year alone, MLS has reported a double-digit increase in sponsorship revenue compared to 2024, a trend largely attributed to the monumental impact Messi has had on the league. His presence not only attracted massive crowds—over 60,000 fans attended matches against the Columbus Crew and Chicago Fire—but also ignited a broader interest in soccer across various demographics. Before Messi’s arrival, the league had just 1 million followers on Instagram; that number has since skyrocketed to over 17 million, reflecting a newfound enthusiasm among younger fans, particularly Gen Z and millennials, who now make up 60% of the fanbase.

The financial stakes are high. Major brands like Michelob Ultra and Adidas have made substantial commitments to the league, recognizing the unique marketing potential that soccer offers. Michelob Ultra, for instance, has seen its brand flourish in recent years, becoming the fastest-growing beer in the U.S. Their partnership with MLS, which includes sponsorship of key tournaments such as the Concacaf Champions Cup, aligns perfectly with their strategy of investing in “passion points” like soccer. Ricardo Marques, senior vice president of marketing at Michelob Ultra, remarked on the brand’s trajectory, stating, “It’s been an absolute rocket ship over the last few years.”

In addition to the robust sponsorships, stadium naming rights deals are also on the rise. For example, the New York Red Bulls recently secured a 13-year naming rights agreement with Sports Illustrated Tickets, aimed at enhancing the fan experience at their 25,000-capacity arena. Scott Epstein, head of corporate partnerships at the Red Bulls, heralded this partnership as unprecedented in terms of integration and engagement.

The upcoming World Cup in 2026 is anticipated to serve as a major catalyst for soccer’s growth in the U.S. Historically, hosting the tournament has had profound impacts on soccer’s popularity—after the U.S. hosted the event in 1994, interest in the sport surged by over 30%, leading directly to the creation of MLS. Cramer predicts a similar effect this time around, as brands recognize the league’s potential for cultural significance and direct engagement with a passionate fanbase.

However, the challenge remains in accurately measuring the league’s television audience. With MLS games exclusively available through Apple TV’s MLS Season Pass, transparency regarding viewership metrics is limited. Still, Commissioner Don Garber has indicated that subscription numbers have exceeded expectations, suggesting that consumer interest is stronger than previously assumed. Despite this, the comparatively fewer ad breaks during soccer matches can lead to perceptions of lower engagement, presenting a unique challenge for advertisers.

Interestingly, a study by EDO, an advertising data firm, found that men’s soccer games actually yield 14% more ad effectiveness than the primetime average, highlighting the sport’s potential for driving consumer actions. This insight underscores why sponsorships, particularly those that include jersey patches and in-stadium advertisements, have become the most lucrative aspects of marketing within the sport.

As the landscape of American sports continues to evolve, the narrative surrounding MLS and soccer at large is one of opportunity and growth. With a dynamic and diverse fanbase, a host of new sponsorships, and the looming World Cup, the league is poised to capitalize on its momentum. “We’re in a golden era of soccer here in the U.S.,” Marques stated, and as fans flock to stadiums and engage on social media, it’s clear that the beautiful game is carving out its place in the American sports pantheon, shaping the future of sports marketing in the process.