MLS opens up to gambling sponsorship
North America’s Major League Soccer (MLS) has updated its commercial policies to allow its teams to enter into shirt sponsorship deals with companies in the gambling sector.
Sponsorship opportunities, which will also be open to companies in the alcoholic spirits market, will include jersey fronts and sleeve patch space, with the latter available from 2020.
The new rules will only apply to adult jerseys, with betting or spirit branding not permitted on youth-sized shirts. MLS professional players under the age of 21 will also not carry sponsorship on their jerseys.
Aside from shirt sponsorship, the MLS will also now allow gambling companies to strike commercial deals in relation to stadium naming rights, stadium signage, field-board advertising, ad spots and custom programming.