MLS and Adidas announce multi-year partnership extension with World Cup plans

22 February 2023 , 17:01

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MLS and Adidas will continue their existing partnership

The deal between Adidas and Major League Soccer is set to continue, as a multi-year extension to their existing partnership was announced on Wednesday.

Adidas will continue to be the official supplier of the MLS, meaning their role as Official Sponsor, Footwear Provider, and Apparel Provider will carry on into the future. It's an exciting time for MLS, as they remain the fastest-growing soccer league in world football.

The new season kicks off on February 25, when Apple TV will stream MLS games live for the first time as their 10-year broadcasting deal begins. And Adidas will be the proud sponsor for the foreseeable future, with the brand also looking to grow the game of soccer on North America ahead of the 2026 World Cup.

MLS and Adidas began their relationship all the way back in 1996, when the league was first formed. The league began shortly after the 1994 United States World Cup, and suffered in its former years.

But fast forward to 2023, it's thriving, and their relationship will continue and all teams will continue to be decked out in Adidas kits and merchandise. Unlike leagues over in Europe, brands tend to sign deals with American leagues, which then sponsor all participating teams.

Apple TV release MLS Season Pass worldwide and announce free opening weekend

The National Hockey League is also sponsored by Adidas, while Nike remain partners with the National Football League. The sports of ice hockey and football are already well established in North America though, while soccer continues to grow.

All MLS club shirts are sponsored by Adidas

"We are so pleased to extend our partnership with adidas, the leading soccer brand in the world," said MLS Commissioner, Don Garber. "Adidas had been helping to drive the popularity of MLS and the sport of soccer in North America for generations and we look forward to working closely with them to accelerate our growth leading into and following the 2026 FIFA World Cup."

And Adidas CEO Bjorn Gulden was also delighted on Wednesday, as he said: "We are very proud to be extending our partnership with Major League Soccer. It is incredible to see the growth and success of the League and soccer in North America and the work that has been done.

"Soccer is an important part of our history and who we are at adidas. We are committed to helping grow the game and could not be more excited as we approach the 2026 World Cup hosted by the U.S., Canada and Mexico."

Joseph McBride