Big Brands Like Apple Buy The MLS Pitch: Our Soccer Is Calling
Big Brands Like Apple Buy The MLS Pitch: Our Soccer Is Calling
CHESTER, PENNSYLVANIA - AUGUST 15: Lionel Messi #10 of Inter Miami CF celebrates after scoring a ... [+] goal in the first half during the Leagues Cup 2023 semifinals match between Inter Miami CF and Philadelphia Union at Subaru Park on August 15, 2023 in Chester, Pennsylvania. (Photo by Tim Nwachukwu/Getty Images)
Everything is looking up for Major League Soccer in 2024 including season ticket revenue (+25%), merchandise sales (+44%), web traffic (+102%), social mentions for MLS & clubs (+15%), and franchise values (7X over past decade). Sponsorship revenue is up 15% because brands follow fans who follow teams.
Major League Soccer is promoting “Our soccer is calling” in 2024.
When the world’s most valuable brand puts so much or so many Apples in the MLS basket, other brands take notice. In addition to MLS broadcasts, this year Apple will:
Best High-Yield Savings Accounts Of 2024
Brands looking for creative activation strategies can learn from these MLS sponsors.
All about Gen Z/A
The MLS attracts the most adults under 49 years old with the most Gen Z (1995-2009) and Gen Alpha (2010+) kids still in the household. That is, 74.4% of MLS fans are 19-49 years old, meaning relatively few are in the 50+ crowd compared to MLB or NFL. And 46.8% of MLS fans have children under 18 at home.
Data from over 870,000 households representative of season ticket holders, single game buyers and ... [+] all others among MLB, NFL, NHL, NBA, and MLS team databases collected by Wakefield. Gen pop is census data.
That all said, the size of the NFL fanbase of upwards of 180 million compared to over 45 million MLS fans. That translates to approximately 90 million in the 19-49 bracket among NFL fans compared to 30 million MLS fans in the same age group.
Life-long consumption decisions begin among young parents with kids and with the children themselves. Compared to the past, research shows this generation of parents more heavily influence children’s decisions on brands and sport participation.
If your brand isn’t in on the pitch yet, our soccer is calling.
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