MLS Unlocks New Revenue Stream with Lower-Back Jersey Sponsorships

Major League Soccer (MLS) has officially authorised its clubs to sell a new commercial asset: advertising space on the lower back of jerseys.

This marks the fourth sponsorship zone permitted on the MLS kit, a move designed to capitalise on the global spotlight cast by the 2026 FIFA World Cup hosted across North America.

The new inventory, which sits below the player’s number, is set to go live following the 2026 MLS All-Star Break in late July. The available space is substantial, measuring up to 9 inches wide and 4 inches tall, approximately 80% the size of the primary front-of-jersey sponsorship. This makes it significantly more visible than the existing sleeve patches, which are capped at 2.5 inches.

Commenting on the decision, said MLS Chief Revenue Officer Carter Ladd, said: “We feel like this is the right moment in time to unlock a new asset for our clubs to capture the attention coming out of the World Cup,” “The next era for our league is on the horizon.”

Strategic Leap into ‘MLS 3.0’

The introduction of the lower-back patch is a pillar of Commissioner Don Garber’s “MLS 3.0” strategy. This phase focuses on driving global competitiveness through infrastructure and commercial innovation. The league is currently undergoing a massive transformation, including:

• Calendar Realignment: A historic shift to a summer-to-spring schedule starting in 2027 to align with European transfer windows.
• Stadium Boom: The April opening of Inter Miami’s USD350 million (AUD491 million) Freedom Park, followed by New York City FC’s Etihad Park in 2027.
• World Cup Leverage: A seven-week mid-season break (May 25 – July 16) to accommodate the 48-nation tournament.

Commercial Impact and Valuation

With Inter Miami currently leading the league in revenue at USD215 million (AUD301 million), the addition of high-visibility real estate provides a welcome incremental boost to the average club valuation, which currently sits at USD767 million (AUD1 billion).

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