MLS 2020 commercial guide: Every franchise, every sponsor, all the major TV deals

MLS 2020 commercial guide: Every franchise, every sponsor, all the major TV deals
Returning with a new anthem, a couple of additional teams and a few major signings, the 2020 Major League Soccer (MLS) season is upon us.

For the new campaign David Beckham’s Inter Miami and fellow new boys Nashville SC take their first steps into elite North American soccer, taking MLS to 26 clubs. With those additions requiring a shuffling of the calendar, the 2020 campaign will see each franchise complete a 34-game schedule and will also mark the first MLS season in which each team does not play every other side at least once.

Seattle Sounders, the defending MLS Cup champions, may have taken the glory last season but, according to Forbes, it was Atlanta United who won the commercial battle. With Arthur Blank’s young club valued at US$500 million by the business publication, and bringing in reported annual revenues of US$78 million, Atlanta United lead MLS as an off-field force. The league as a whole has grown too, with the average team now worth US$313 million, an increase of 30 per cent on last year.

With the competition growing in both franchises and finances, here's a preview to the 2020 campaign:

Major broadcast partners

Domestic (estimated total value: US$90 million per year):

United States: ESPN, Fox Sports, UniMás, TUDN, Univision

Canada: TSN, TVA Sports

Select overseas:

APAC & France: BeIN Sports

Spain, Germany, Austria, Italy and Switzerland: DAZN

Latin America & Caribbean: ESPN

Brazil: DAZN

Sweden, Denmark & Norway: Strive Sports

UK: Sky Sports

Official partners

Top tier: Adidas, AT&T, Allstate, Audi

Secondary: BodyArmor, Captain Morgan, Coca-Cola, Continental, EA Sports, Headspace, Heineken, Home Depot, JLab Audio, Johnson & Johnson, Kellogg’s, MGM Resorts, Post Consumer Brands, SeatGeek, Southern New Hampshire University, Target, Trivento, Wells Fargo, Second Spectrum

The teams

Eastern Conference:


Atlanta United

2019 regular season: Second

Play-offs: Conference finals

Owner: Arthur Blank

Chief executive: Darren Eales

Stadium: Mercedes-Benz Stadium (shared with National Football League's Atlanta Falcons)

Seated stadium capacity: 42,500 (expandable to 71,000, standing room to at least 73,019)

Average home attendance: 52,510

Main sponsor: American Family Insurance (worth between US$3 million and US$4 million a year)

Sleeve sponsor: Piedmont Healthcare (worth between US$500,000 and US$1 million a year)

Franchise value: US$500 million (per Forbes)

2019 revenue: US$78 million (per Forbes)

Local broadcasters: Fox Sports Southeast, Fox Sports South, WUPA, WZGC (English radio), WAOS/WXEM/WLBA (Spanish radio)

What have they been up to: At the start of February, Atlanta announced their first-ever sleeve sponsor in Piedmont Healthcare, with the deal estimated to be worth as much as US$1 million per year. Although they failed to defend the title they won in 2018, Atlanta still brought in the league’s highest average attendance last season.

 

Chicago Fire

2019 regular season: Eighth

Owner: Joe Mansueto

President: Nelson Rodríguez

Stadium: Soldier Field

Stadium capacity: 61,500

2019 average home attendance: 12,324 (at SeatGeek Stadium which had a 20,000 capacity)

Main sponsor: Motorola (expires after 2021 season)

Sleeve sponsor: N/A

Franchise value: US$335 million (per Forbes)

2019 revenue: US$23 million (per Forbes)

Local broadcasters: WGN-TV

What have they been up to: In September, Chicago Fire’s owner Andrew Hauptman announced the sale of his controlling interest in the franchise to US billionaire Joe Mansueto. The businessman already owned 49 per cent of the outfit after purchasing a minority share in July 2018. The Fire have also returned to downtown Chicago and will play their home games this season at Soldier Field, home of the National Football League’s (NFL) Chicago Bears. The MLS franchise paid US$60.5 million to leave suburban Bridgeview where attendances had been dwindling.

 

Columbus Crew

2019 regular season: Tenth

Owners: Dee and Jimmy Haslam, JW and Whitney Johnson, Pete Edwards

President: Tim Bezbatchenko

Stadium: Mapfre Stadium

Stadium capacity: 19,968

Average home attendance: 14,856

Main sponsor: Nationwide Children's Hospital

Sleeve sponsor: N/A

Franchise value: US$200 million (per Forbes)

2019 revenue: US$18 million (per Forbes)

Local broadcasters: Fox Sports Ohio, SportsTime Ohio, WBNS-FM (English radio), ColumbusCrewSC.com (Spanish radio)

What have they been up to: In November, it was reported that Columbus Crew had all but secured a deal to purchase land in the city’s Arena District for their new stadium, after the club and real estate developers National Realty Investors both agreed to waive all contract contingencies on the stadium’s land. The announcement paves the way for the land purchase to be completed by the end of October as the club target a July 2021 completion date for the new US$300 million venue. Columbus Crew also announced a deal for OhioHealth to sponsor the team's new training centre.

The franchise also announced on the eve of the season that they had signed a six-year jersey sponsorship deal with financial services company Nationwide. The deal kicks in in 2021 and is reportedly worth more than US$3 million a year. In the interim, Nationwide Children’s Hospital will become the team’s jersey partner for the 2020 season.

 

DC United

2019 regular season: Fifth

Play-offs: First round

Owners: Jason Levien and Stephen Kaplan

Chief executive: Jason Levien

Stadium: Audi Field (naming rights worth US$4 million a year)

Stadium capacity: 20,000

Average home attendance: 17,744

Main sponsor: Leidos (worth US$3 million a year, expires after 2021 season)

Sleeve sponsor: Caesars Entertainment

Franchise value: US$330 million (per Forbes)

2019 revenue: US$41 million (per Forbes)

Local broadcaster: WJLA 24/7 News

What have they been up to: DC United agreed their first-ever sleeve deal with Caesers Entertainment in February and there are also reports that the casino operator is planning to open a sportsbook at the club’s Audi Field stadium. After ditching a disastrous broadcast partnership with over-the-top (OTT) service FloSports at the end of the season, DC United have turned to Sinclair Broadcast Group (SBS) for their local media deal this season.

 

FC Cincinnati

2019 regular season: 12th

Owners: Carl Lindner III, Meg Whitman, Griff Harsh, Scott Farmer, George Joseph

Chief executive: Carl Lindner III

Stadium: West End Stadium

Stadium capacity: 33,800

Average home attendance: 27,336

Main sponsor: Mercy Health (expires end of 2028 season)

Sleeve sponsor: N/A

Franchise value: US$500 million

2019 revenue: N/A (debut season)

Local broadcaster: WSTR, WDJO (English radio)

What have they been up to: In November, FC Cincinnati’s owners sold a 20 per cent stake in the franchise to Silicon Valley veteran Meg Whitman, valuing the club at US$500 million. Whitman became the sixth woman on the MLS board of governors, the fifth to join in the past two years.

 

Inter Miami

2019 regular season: Makes debut in 2020

Owners: Jorge and Jose Mas, David Beckham, Marcelo Claure, Masayoshi Son

Chief executive: Jorge Mas

Stadium: Miami Freedom Park (Will play first two seasons at Inter Miami CF Stadium in Fort Lauderdale)

Stadium capacity: 18,000

Main sponsor: N/A

Sleeve sponsor: N/A

Local broadcasters: unconfirmed

What have they been up to: It was reported in January that Inter Miami are in talks with Qatar over a UK£180 million (US$234.3 million) sponsorship that would cover both the club and former England international David Beckham, who is a part-owner of the franchise. The team are also in the midst of a legal dispute with Inter Milan which could result in a change of name for the Florida-based side.

 

Montreal Impact

2019 regular season: Ninth

Owner: Joey Saputo

Chief executive: Kevin Gilmore

Stadium: Saputo Stadium

Stadium capacity: 20,801

Average home attendance: 16,171

Main sponsor: Bank of Montreal (worth CAD$4 million a year, long-term extension signed in 2018)

Sleeve sponsor: N/A

Franchise value: US$210 million (per Forbes)

2019 revenue: US$18 million (per Forbes)

Local broadcasters: TSN, RDS, TVA Sports (French TV), TSN 690 or CJAD (English radio), CHMP-FM (French radio)

What have they been up to: Canada-based franchise Montreal Impact announced a partnership with Soccer Quebec in January, a deal focused on growing soccer in the region.

 

New England Revolution

2019 regular season: Seventh

Owner: Robert Kraft

President: Brian Bilello

Stadium: Gillette Stadium (shared with NFL’s New England Patriots)

Soccer capacity: 20,000

Average home attendance: 16,737

Main sponsor: United Health Care

Sleeve sponsor: N/A

Franchise value: US$245 million (per Forbes)

2019 revenue: US$29 million (per Forbes)

Local broadcasters: NBC Sports Boston, WSBK-TV, WBZ-FM (radio,) SportsHub-HD2 (radio for Boston Bruins or Boston Celtics conflicts), WNEU (Spanish TV), WAMG (Spanish radio)

What have they been up to: New England Revolution confirmed in October that they will enter a team into American third-tier league USL League One from next season. The lower-division club will share a venue with their MLS affiliate, playing home games at the Gillette Stadium.

 

New York City FC

2019 regular season: First

Play-offs: Conference semi-finals

Owner: City Football Group (CFG)

Chief executive: Brad Sims

Stadium: Yankee Stadium (Shared with MLB’s New York Yankees)

Soccer capacity: 54,251

Average home attendance: 21,107

Main sponsor: Etihad Airways (CFG-wide deal, expires 2021)

Sleeve sponsor: N/A

Franchise value: US$385 million (per Forbes)

2019 revenue: US$45 million (per Forbes)

Local broadcasters: YES Network, WPIX, WNYE (English radio), WFUT-DT (Spanish TV) WADO and WQBU-FM (Spanish radio)

What have they been up to: New York City FC’s chief executive Brad Sims revealed in February that “significant progress” had been made regarding the team’s new soccer-specific stadium. The proposed new 25,000 capacity venue is part of a US$1 billion development project in the Bronx.

 

New York Red Bulls

2019 regular season: Sixth

Play-offs: First round

Owner: Red Bull

General Manager: Marc de Grandpre

Stadium: Red Bull Arena

Stadium capacity: 25,000

Average home attendance: 17,281

Main sponsor: Red Bull

Sleeve sponsor: N/A

Franchise value: US$290 million (per Forbes)

2019 revenue: US$36 million (per Forbes)

Local broadcasters: MSG/MSG Plus, MSG SAP and Red Bulls Live Online Radio (English radio), WEPN (Spanish radio)

What have they been up to: New York Red Bulls were one of 19 MLS teams to partner with BodyArmour in January. The sports beverage brand became an official supplier for 18 of the current crop, with Austin joining in 2021.

 

Orlando City

2019 regular season: 11th

Owner: Flávio Augusto da Silva

Chief executive: Alexandre Barreira Leitão

Stadium: Exploria Stadium (naming rights worth more than US$2 million a year)

Stadium capacity: 25,500

Average home attendance: 22,761

Main sponsor: Orlando Health (expires after 2021 season)

Sleeve sponsor: N/A

Franchise value: US$295 million (per Forbes)

2019 revenue: US$39 million (per Forbes)

Local broadcasters: WRBW, WTKS-FM (English radio), WWSI (Spanish TV), WHAT (Spanish radio)

What have they been up to: In June, Orlando City announced Exploria Resorts as their stadium naming rights partner in a long-term deal reportedly worth more than US$2 million a year. Exploria Resorts also became the official timeshare/vacation club of Orlando City and their National Women’s Soccer League (NWSL) sister team Orlando Pride.

 

Philadelphia Union

2019 regular season: Third

Owner: Jay Sugarman

President: Tim McDermott

Stadium: Subaru Park

Stadium capacity: 18,500

Average home attendance: 17,021

Main sponsor: Bimbo Bakeries (expires at the end of the 2023 season)

Sleeve sponsor: N/A

Franchise value: US$240 million (per Forbes)

2019 revenue: US$21 million (per Forbes)

Local broadcasters: 6abc, WPHL, Live Well Network, WWSI (Spanish TV) WHAT (Spanish radio)

What have they been up to: In December, Philadelphia Union signed a four-year extension to their shirt sponsorship deal with Bimbo Bakeries. The deal was worth US$2.3 million per year when it was originally signed in 2011. The Union also signed a deal with Subaru of America in February for naming rights to their venue formerly known as Talen Energy Stadium. Industry estimates place the value of the new deal around the US$2 million a year mark.

 

Toronto FC

2019 regular season: Fourth

Play-offs: MLS Cup final

Owner: Maple Leaf Sports & Entertainment

President: Bill Manning

Stadium: BMO Field (naming rights worth CAD$1 million a year, expires 2026)

Stadium capacity: 30,991

Average home attendance: 25,048

Main sponsor: Bank of Montreal (worth CAD$4 million a year, runs through 2026)

Sleeve sponsor: GE Appliances

Franchise value: US$395 million (per Forbes)

2019 revenue: US$43 million (per Forbes)

Local broadcasters: TSN, CHUM (radio)

What have they been up to: Toronto signed a multi-year sleeve deal with GE Appliances in February, becoming just the fourth MLS franchise to sell the inventory.

 

Western Conference:


Colorado Rapids

2019 regular season: Ninth

Owner: Kroenke Sports & Entertainment

President and chief executive: Jim Martin

Stadium: Dick’s Sporting Goods Park (naming rights worth US$2 million a year, expires 2027)

Stadium capacity: 17,424

Average home attendance: 14,284

Main sponsor: Transamerica (expires after 2020 season)

Sleeve sponsor: N/A

Franchise value: US$190 million (per Forbes)

2019 revenue: US$18 million (per Forbes)

Local broadcasters: Altitude, KKSE, KTFD-DT (Spanish TV) KXDP-LP (Spanish radio)

What have they been up to: In January, the Colorado Rapids announced a one-year extension to their shirt sponsorship deal with financial services firm Transamerica. The company’s branding will appear on the team’s kit, along with all Rapids technical apparel and throughout Dick’s Sporting Goods Park.

 

FC Dallas

2019 regular season: Seventh

Owner: Clark Hunt

President: Dan Hunt

Stadium: Toyota Stadium (long-term naming rights deal signed in 2013)

Stadium capacity: 20,500

Average home attendance: 17,744

Main sponsor: Advocare

Sleeve sponsor: N/A

Franchise value: US$220 million (per Forbes)

2019 revenue: US$33 million (per Forbes)

Local broadcasters: KTXA, FCDallas.com/Radio (English radio), KFLC (Spanish radio)

What have they been up to: FC Dallas’ main sponsor Advocare signed an extension to its deal in 2014, which is now expiring at the end of the 2020 campaign. Given the growing commercial interest in MLS, the franchise will be hoping for improved terms with their next contract.

 

Houston Dynamo

2019 regular season: Tenth

Owner: Gabriel Brener, Oscar De La Hoya, Jake Silverstein, Ben Guill, James Harden

President: John Walker

Stadium: BBVA Compass (naming rights deal worth US$2 million a year, expires at the end of the 2021 season)

Stadium capacity: 22,039

Average home attendance: 15.674

Main sponsor: MD Anderson Cancer Center (worth more than US$4 million a year)

Sleeve sponsor: N/A

Franchise value: US$280 million (per Forbes)

2019 revenue: US$23 million (per Forbes)

Local broadcasters: KUBE, KFTH-DT (Spanish TV) KLAT and KQBU-FM (Spanish radio)

What have they been up to: Houston Dynamo are now entering their second season without English-language radio broadcasts of their games, having dropped them in favour of weekly podcasts. The team’s fixtures are still broadcast on Spanish radio, but audio from local TV channel Kube57 is used in place of individual English-language broadcasts.

 

LA Galaxy

2019 regular season: Fifth

Play-offs: Conference semi-finals

Owner: Anschutz Entertainment Group

President: Chris Klein

Stadium naming rights: Dignity Health (ten-year naming rights deal worth more than US$6 million a season, runs through 2029)

Stadium capacity: 27,000

Average home attendance: 23,205

Main sponsor: Herbalife Nutrition (ten-year deal worth US$4.4 million a season, runs through 2022)

Sleeve sponsor: N/A

Franchise value: US$480 million (per Forbes)

2019 revenue: US$64 million (per Forbes)

Local broadcasters: Spectrum SportsNet, Spectrum Deportes (Spanish TV), lagalaxy.com (English radio), KWKW (Spanish radio)

What have they been up to: The Galaxy secured a major coup in signing Mexican striker Javier Hernandez during the offseason. The arrival of the 31-year-old star saw the club sell more than 1,000 new season tickets in the weeks immediately after his signing was announced. Season ticket renewals are reportedly at a record 85 per cent. The Galaxy told the Washington Post that coverage of Hernandez’s introductory press conference was worth US$323 million in free advertising for their brand.

 

Los Angeles Football Club

2019 regular season: First

Play-offs: Conference finals

Owner: Peter Guber

President: Tom Penn

Stadium: Banc of California Stadium (naming rights worth US$6.7 million a year, deal runs through 2028)

Seated stadium capacity: 22,000

Average home attendance: 22,260

Main sponsor: YouTube TV

Sleeve sponsor: Target (multi-year deal signed in 2019, worth between US$500,000 and US$1 million)

Franchise value: US$475 million (per Forbes)

2019 revenue: US$50 million (per Forbes)

Local broadcasters: YouTube TV, KSPN (English radio), KFTR-DT (Spanish TV), KFWB (Spanish radio)

What have they been up to: In October 2019, LAFC became the first MLS club to sign a sleeve sponsorship deal, agreeing a multi-year contract with retail brand Target.

 

Minnesota United

2019 regular season: Fourth

Play-offs: First round

Owner: William McGuire

Chief executive: Chris Wright

Stadium: Allianz Field (naming rights deal runs through 2030)

Seated stadium capacity: 19,400

Average home attendance: 19,723

Main sponsor: Target

Sleeve sponsor: N/A

Franchise value: US$300 million (per Forbes)

2019 revenue: US$24 million (per Forbes)

Local broadcasters: Fox Sports North, Fox Sports Wisconsin, KSTP-AM (English radio)

What have they been up to: Minnesota United were recently announced as one of four MLS clubs to sign partnerships with Captain Morgan rum, along with Inter Miami, LAFC and Nashville SC. The Diageo brand now has eight MLS franchises in its partnership portfolio.

 

Nashville SC

2019 regular season: Makes debut in 2020

Owner: John Ingram

Chief executive: Ian Ayre

Stadium: Nissan Stadium (shared with NFL’s Tennessee Titans)

Stadium capacity: 69,143

Main sponsor: Renasant Bank (deal runs through 2023)

Sleeve sponsor: N/A

Local broadcasters: unconfirmed

What have they been up to: In February, Nashville SC committed an additional US$54 million in order to privately fund 100 per cent of the cost of their new stadium, following demands made by city mayor John Cooper that had to be met in order for the construction of the new 30,000-seat stadium to go ahead. 

 

Portland Timbers

2019 regular season: Sixth

Play-offs: First round

Owner: Henry Merritt Paulson III

President: Mike Golub

Stadium: Providence Park (15-year naming rights deal signed in 2014)

Stadium capacity: 25,218

Average home attendance: 25,218

Main sponsor: Alaska Airlines

Sleeve sponsor: N/A

Franchise value: US$390 million (per Forbes)

2019 revenue: US$47 million (per Forbes)

Local broadcasters: KPTV, KPDX, Root Sports Northwest, KXTG and KXL-FM (English radio), KGDD (Spanish radio)

What have they been up to: Earlier this month, the Timbers renewed and expanded their local broadcast deal Fox-affiliate network KPTV and KPDX for the 2020 season to include live match coverage and multi-platform content. KPDX will serve as the primary broadcast network for Timbers games, airing 14 matches over the course of the season.

 

Real Salt Lake

2019 regular season: Third

Play-offs: Conference semi-finals

Owner: Dell Loy Hansen

Chief business officer: Andy Carroll

Stadium: Rio Tinto Stadium (naming rights deal worth between US$1.5 million and US$2 million per year through 2024)

Stadium capacity: 20,213

Average home attendance: 18,121

Main sponsor: LifeVantage (worth US$3 million a year, runs through 2024)

Sleeve sponsor: N/A

Franchise value: US$235 million (per Forbes)

2019 revenue: US$21 million (per Forbes)

Local broadcasters: KMYU, KYUU, KHSV, and KNSN-TV, KALL (English radio), KTUB and KDUT (Spanish radio)

What have they been up to: Real Salt Lake announced a long-term extension to their deal with America First Credit Union (AFCU) in January, naming the firm as the franchise’s first official credit union. The expanded partnership sees AFCU become official credit union of the MLS franchise, the NWSL’s Utah Royals FC and Rio Tinto Stadium, as well as a significant arrangement with the 2019 United Soccer League (USL) Championship title-winning Real Monarchs and the RSL Youth Development Academy.

 

San Jose Earthquakes

Last season: 8th

Owner: Earthquakes Soccer LLC

Managing partner: John Fisher

Stadium: Earthquakes Stadium

Stadium capacity (seated): 18,000

Average home attendance: 18,781

Main sponsor: Intermedia (deal runs through 2022)

Sleeve sponsor: N/A

Franchise value: US$275 million (per Forbes)

2019 revenue: US$35 million (per Forbes)

Local broadcasters: KNTV (English TV), NBC Sports California, NBC Sports Bay Area, KSTS (all English and Spanish TV), KLIV (English radio), KZSF (Spanish radio)

What have they been up to: The major offseason move for the Earthquakes was a new three-year jersey sponsorship deal with cloud communications firm Intermedia that was signed in January. The partnership will also see Intermedia’s technology integrated across the Earthquakes entire business and ends the franchise’s search for a shirt sponsor since Sutter Health stepped away from the club in 2018.

 

Seattle Sounders

2019 regular season: Third

Play-offs: MLS Cup champions

Owner: Adrian Hanauer

President: Peter Tomozawa

Stadium: CenturyLink Field (shared with NFL’s Seattle Seahawks)

Stadium capacity: 72,000

Average home attendance: 40,247

Main sponsor: Zulily (worth close to US$6 million a year and includes the NWSL’s Reign outfit)

Sleeve sponsor: N/A

Franchise value: US$405 million (per Forbes)

2019 revenue: US$47 million (per Forbes)

Local broadcasters: KZJO, KCPQ, Root Sports Northwest, KIRO Radio 97.3 FM (Engish radio), KUNS-TV (Spanish TV), KKMO (Spanish radio)

What have they been up to: In August 2019, the Sounders named National Football League (NFL) star Russell Wilson and Microsoft chief executive Satya Nadella among a group of new investors who purchased a stake in the club. The group is led by former Microsoft executive Terry Myerson and his wife Katie Myerson.

 

Sporting Kansas City

2019 regular season: 11th

Owner: Sporting Club

President and chief executive: Jake Reid

Stadium: Children's Mercy Park

Stadium capacity: 25,000

Average home attendance: 18,601

Main sponsor: Ivy Investments (worth US$2.5 million a year, runs through 2020)

Sleeve sponsor: N/A

Franchise value: US$325 million (per Forbes)

2019 revenue: US$43 million (per Forbes)

Local broadcasters: Fox Sports Kansas City/Fox Sports Kansas City+ (England and Spanish TV), WHB (English radio), KDTD (Spanish radio)

What have they been up to: At the start of the 2019 season, Sporting KC named Jake Reid as chief executive of the franchise’s ownership group, Sporting Club. Reid succeeded Robb Heineman, who had served as chief executive since 2006 and remains in the ownership group. Reid’s priority for 2020 will be to find a new shirt sponsor, with Ivy Investment letting its contract lapse at the end of the upcoming season.

 

Vancouver Whitecaps

2019 regular season: 12th

Owners: Jeff Mallett, Greg Kerfoot, Steve Luczo, Steve Nash

Chief executive: Mark Pannes

Stadium: BC Place

Stadium capacity: 54,500

Average home attendance: 19,514

Main sponsor: Bell (worth CAD$4 million a year, multi-year extension signed in 2018)

Sleeve sponsor: N/A

Franchise value: US$215 million (per Forbes)

2019 revenue: US$18 million (per Forbes)

Local broadcasters: TSN, TSN 1410 (English radio)

What have they been up to: In early February, the state-owned venue operator BC Pavilion Corporation placed the naming rights for BC Place up for sale but as yet have not found a suitor for the venue shared by the Vancouver Whitecaps and the Canadian Football League’s (CFL) BC Lions.

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