United States: MLS to allow back-of-shirt sponsorship for franchises following the 2026 All-Star Game

The Major League Soccer will allow its franchises to market their back-of-shirt sponsorship space after the 2026 All-Star Game (to be held on 29/07), as confirmed by Carter Ladd, chief revenue officer of the MLS, in an interview with the American website Sportico on 26/02/2026.

MLS jerseys will now feature four sponsorship spaces: on the front of the kits (since 2007) and the right sleeve (since 2020), both marketed by the franchises, as well as on the left sleeve. This latter spot is occupied by Apple as part of its media rights agreement with the MLS ($250m per season, set to be terminated after 2028-29), which started in 2022-23.

"Lower back placements are common across international soccer, and this move further integrates MLS within the global soccer marketplace. It also builds on larger strategic steps, including the transition to the international calendar in 2027, that position MLS more closely alongside the global game both competitively and commercially," said the North American league. This announcement comes as the US prepares to host the 2026 World Cup (jointly with…