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sports23h ago
Adidas, Beats by Dre, DoorDash and more join Major League Soccer’s 2026 roster
- MLS announces a wide-ranging 2026 partner lineup, led by Adidas, Beats by Dre and DoorDash, as part of a World Cup year strategy.
- MLS cites a record 2025 for engagement and viewership as it gears up its 2026 marketing push.
- MLS plans a full-funnel marketing plan with upper-funnel creators and celebrities to connect soccer to culture.
- MLS will bring experiential activations and events across host cities during the World Cup year.
- Apple TV remains a broadcast partner, with Season Pass subscription model changes expanding viewership.
- Walmart and other partners will extend year-round engagement with fans ahead of the 2026 season.
- MLS outlines a goal to convert North American sports fans into soccer fans and MLS fans into MLS supporters.
- Adidas will debut new MLS Club jerseys as part of the 2026 season marketing push.
- The 2026 MLS season kicks off February 21.
- The league plans to leverage a World Cup-host year to boost fan engagement across platforms.
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