Major League Soccer (MLS) is to become the first major North American sports league to sell shirt sponsorships to companies in the sports betting and spirits industries.
Jersey sponsorship opportunities will include front-of-shirt and sleeve deals, with the latter inventory available for MLS clubs to sell from 2020.
MLS’s new commercial guidelines make clear that youth-sized replica kits will not feature brands from the two categories, while no players under the age of 21 can be included in ads for spirits.
Previously MLS teams were only able to sell such sponsorships to beer and wine companies, although a number of franchises already have official partnerships with liquor brands.
The update to the league’s commercial policies will also open up stadium naming rights opportunities for spirits brands and sports betting companies for the first time. In addition, MLS franchises can grant rights to gambling firms to advertise within venues and during broadcasts, as well as to set up private lounges at team stadiums or on adjacent property.
The move marks MLS’s latest attempt to capitalise on the budding US sports betting market following the Supreme Court’s decision last year to allow states to legalise placing wagers on sports. The league has since signed its first gaming partnership with MGM Resorts International, which signed up in March.
The change also sees MLS go down a similar path to European soccer, where betting brands on team shirts has become a familiar sight. Last season nine of the 20 clubs in English soccer’s Premier League had gambling firms as their main sponsor.
Major League Soccer (MLS) is to become the first major North American sports league to sell shirt sponsorships to companies in the sports betting and spirits industries.
Jersey sponsorship opportunities will include front-of-shirt and sleeve deals, with the latter inventory available for MLS clubs to sell from 2020.
MLS’s new commercial guidelines make clear that youth-sized replica kits will not feature brands from the two categories, while no players under the age of 21 can be included in ads for spirits.
Previously MLS teams were only able to sell such sponsorships to beer and wine companies, although a number of franchises already have official partnerships with liquor brands.
The update to the league’s commercial policies will also open up stadium naming rights opportunities for spirits brands and sports betting companies for the first time. In addition, MLS franchises can grant rights to gambling firms to advertise within venues and during broadcasts, as well as to set up private lounges at team stadiums or on adjacent property.
The move marks MLS’s latest attempt to capitalise on the budding US sports betting market following the Supreme Court’s decision last year to allow states to legalise placing wagers on sports. The league has since signed its first gaming partner, with MGM Resorts International coming on board in March.
The change also sees MLS go down a similar path to European soccer, where betting brands being displayed on team shirts is a familiar sight. Last season nine of the 20 teams in English soccer’s Premier League had gambling firms as their main sponsor.
Getty Images
