When will new ad space appear on MLS jerseys?

New ad space will appear on the lower back of MLS jerseys after the 2026 MLS All-Star break.

How much revenue could new ad placements generate for MLS clubs?

New ad placements on MLS jerseys could generate up to $1 million for the league's most valuable clubs.

What is the 'MLS 3.0' strategy mentioned regarding jersey ads?

The 'MLS 3.0' strategy includes expanding ad space on jerseys as part of a broader plan for league development, new stadiums, and schedule alignment with European competitions.

Home / Sports / MLS Jerseys to Feature New Ad Space

MLS Jerseys to Feature New Ad Space

2 Mar

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Summary

Lower back jersey ads debut after 2026 All-Star break.
New ad placement could generate up to $1 million per club.
Move aligns with MLS 3.0 strategy and global trends.

Major League Soccer (MLS) is expanding advertising opportunities on team jerseys, introducing a new ad placement on the lower back of kits. This change is scheduled to take effect after the 2026 MLS All-Star break.

This new ad zone represents the second-largest space available on the jersey, following the front-of-shirt sponsor. With this addition, teams will have four distinct locations for branding, a substantial increase from the single front-of-shirt sponsorship option available before 2020. Sleeve sponsorships on both sides are also permitted.

This strategic move is designed to unlock a significant new revenue stream for clubs, potentially bringing in up to $1 million for the league's most valuable franchises. It aligns with Commissioner Don Garber's "MLS 3.0" vision, which includes enhanced player development and a schedule shift to mirror European leagues.