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Partnership Reports

Jersey Sleeves | MLS Annual Report

February 17, 2022

Five new front-of-jersey sponsors were added to the mix this season, including YETI, MTX Group, FLEX, XBTO and Victory Project.

Local brands are more likely to invest as a primary jersey sponsor for their MLS clubs. Of the 27 MLS teams, more than half of the main jersey kit sponsors are headquartered in their local market.

In 2020, nearly 50 different brands signed on to jersey sleeves. This season, 75% of sleeve sponsorships were exclusive to a single brand resulting in higher visibility. Over 80% of MLS teams had at least one jersey sleeve partner during the 2021 season, only 5 teams had multiple jersey sleeve partners.

While looking for a jersey sleeve partnership, brands should also be searching for ways to get assets such as social media posts, rotating billboard signage, digital billboards and 360 rotating ribbon board signage into their deals. Over 90% of the jersey sleeve deals include social media posts and rotating billboard signage. Heading into their inaugural season in 2022, Charlotte FC signed a jersey sleeve deal with Centene Corporation and a primary jersey partnership with Ally Financial.

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