Key Takeaways
- MLS will allow teams to sell ad space on the lower back of jerseys starting this season
- The new spot is the fourth sponsorship location on MLS kits
- The ad space will be below the player’s number, max 9″ wide x 4″ tall
Major League Soccer will allow teams to sell new ad space on the lower back of their jerseys starting this season, the fourth place on the soccer kit on which teams can place sponsors.
The space where the sponsorship will be allowed to be displayed is below the player’s number on the back of the kit, and is about 80% of the size of the front-of-jersey sponsorship — having a maximum width of 9 inches and a max height of 4 inches.
It will be the fourth location on MLS kits to allow sponsorship, after the front of the kit and a pair of sleeve patches — one of which is an Apple TV logo on the kits of every club.
“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,” MLS chief revenue officer Carter Ladd told Sportico. “The next era for our league is on the horizon.”
The timing is notable as the 2026 FIFA World Cup will be held in the United States, Canada, and Mexico, with massive attention expected on soccer in North America.
Off the Record
Let’s be honest — at some point, MLS jerseys are going to look more like NASCAR firesuits than traditional soccer kits. Four ad spots and counting? The next logical step is probably a sponsor logo on the shorts. But hey, that’s the business of modern sports. The real question is whether fans will actually notice or care anymore — we’ve already accepted the front-of-jersey ads, so the lower back is just more of the same. At least it is not on the front of the jersey where it blocks the team crest.
