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MLS Jerseys to Feature New Ad Space
2 Mar
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.
This expansion mirrors trends seen in Mexico's Liga MX and other leagues within the Concacaf region. While MLS is embracing more ad placements on kits, it is currently not following leagues like the NHL and PWHL in adding helmet sponsors or extensive advertising on playing surfaces, maintaining cleaner pitches. The exact timing of these new ad additions appearing on consumer jerseys for 2026 remains undetermined, with a potential delay to the 2027-28 season under the new calendar.
