Investing in MLS: A Sponsor’s Guide to the Most Valuable MLS Team Sponsorships
- July 9, 2024
- SponsorPulse Staff
Major League Soccer (MLS) is riding a wave of momentum. The arrival of global phenomenon Lionel Messi, record-breaking expansion fees, and a lucrative Apple TV streaming deal paint a picture of a league on the rise.
As the MLS continues to grow, understanding the most valuable team sponsorships is crucial for brands looking to maximize their investment.
This article delves into the top five most valuable MLS team sponsorships based on SponsorPulse’s Opportunity Value. It offers vital data into the metrics and factors behind their success, key markets, and insights to inform your sponsorship strategy.
Before jumping in, let’s first understand SponsorPulse’s Opportunity Value benchmark and what it reveals.
Opportunity Value Explained
Before diving into the specifics, it's essential to understand the methodology behind the Opportunity Value.
SponsorPulse’s Opportunity Value is a consistent, data-driven methodology that leverages fan engagement, intensity, momentum, passion, and potential to generate brand impact from over 300,000 consumer surveys.
The best part? The Opportunity value is designed to empower brand owners with budgets of all sizes to identify if they’re currently over or under spending, and to identify new opportunities that fit. The Opportunity Value provides investment guidance through a value range that can guide sponsorship and asset negotiations.
With that knowledge in mind, let’s look at what makes these properties so powerful in the world of sponsorships.
Top 5 Most Valuable MLS Teams for Sponsorships:
New York City FC
New York Red Bulls
Los Angeles FC
LA Galaxy
San Jose Earthquakes
Similar to what we’ve seen across other leagues, teams based in New York and Los Angeles present some of the highest value and quality for sponsorships in MLS. Let’s look at some of the details per geographic location.
The Big Apple boasts two of the most valuable MLS properties: New York City FC and the New York Red Bulls.
1. Team: New York City FC
Mid-range Opportunity Value: $2.2MM - $3.1MM USD / Year
Backed by a passionate fanbase with a 40% engagement rate and a substantial 48% intensity score on SponsorPulse, New York City FC represents a loyal and engaged audience. This passionate following translates to a 13% brand consideration rate, indicating a high potential for sponsor recall.
2. Team: New York Red Bulls
Mid-range Opportunity Value: $2MM - $2.8MM USD / Year
Across the city, the Red Bulls enjoy similar levels of engagement (41%) and intensity (30%). However, their fans display higher excitement (47%), suggesting an enthusiastic fanbase that sponsors can tap into when seeking high-energy activations.
Los Angeles mirrors New York's dominance, with LAFC, LA Galaxy, and San Jose Earthquakes rounding out the top five most valuable team sponsorships in the MLS.
3. Team: Los Angeles FC
Mid-range Opportunity Value: $1.9MM - $2.7MM USD / Year
A young and exciting team, LAFC boasts a 32% engagement rate and an impressive 44% intensity score. This passionate fanbase also includes a dedicated core, with 13% displaying passionate engagement with the team. For sponsors seeking to connect with a vibrant and enthusiastic audience, LAFC presents a compelling opportunity.
4. Team: LA Galaxy
Mid-range Opportunity Value: $1.8MM - $2.6MM USD / Year
The league's most decorated team, the LA Galaxy, holds its own with solid engagement (34%) and intensity (41%). Galaxy fans also demonstrate excitement (27%) and an 11% brand consideration rate, indicating a receptive audience for sponsors.
5. Team: San Jose Earthquakes
Mid-range Opportunity Value: $1.6MM - $2.3MM USD / Year
A smaller market than LA, the Earthquakes engage 1 in 3 California residents and are achieving strong intensity among fans. This team shows a promising future for brands investing in the San Jose market, or looking for a slightly more affordable alternative to LA-based teams.
Investing in the Future of MLS
MLS is a league on the rise, presenting exciting opportunities for sponsors. By leveraging SponsorPulse's data-driven insights, brands can confidently navigate the evolving MLS landscape and ensure their sponsorship investments align with teams that offer the highest value and engagement.
Access the top 50 most valuable sports teams across major leagues to maximize your sponsorship ROI by creating a free SponsorPulse account today.