Is soccer a passion point that aligns with your target audience? Or do you see white space for your brand to leverage soccer in marketing? Within soccer, there is the ability to impact target audiences at the participation level or through their passion for watching, attending and listening to the sport. See the following soccer sponsorship points of entry in the United States, each with their own strengths and weaknesses.
PROFESSIONAL AND SEMI-PROFESSIONAL LEAGUES & TEAMS
Major League Soccer (MLS)
The top professional league in the United States. Key sponsors of the league include Allstate, AT&T, Continental Tires, Heineken, Target and Wells Fargo. Sponsorship opportunities exist across each of the Major League Soccer teams, with 23 total teams in 2018 and plans for expansion.
United Soccer League (USL)
Comprised of three leagues, USL includes USL Championship USL League One and USL League Two.
National Women’s Soccer League (NWSL)
Nine-team Division-I women’s professional soccer league featuring national team players from around the world. Key sponsors have included Cutter, Nike and Thorne.
National Premier Soccer League (NPSL)
The largest established men’s soccer league in the United States with 98 teams competing across the country in 2018.
YOUTH & ORGANIZED GRASSROOTS SOCCER
US Youth Soccer
US Youth Soccer is a non-profit and educational organization whose mission is to foster the physical, mental and emotional growth and development of America's youth through the sport of soccer at all levels of age and competition. With a current registration of more than 3,000,000 players between the ages of five and nineteen, US Youth Soccer is as a leader in youth sports organizations. Key sponsors have included Dick’s Sporting Goods, Bubba Burger and Clif Kid.
American Youth Soccer Organization (AYSO)
The oldest national youth soccer program in the United States, AYSO has soccer programs for kids and adults in nearly 900 communities all over the country and over eight million alumni. Key sponsorship have included Dick’s Sporting Goods, Mutual of Omaha and Nestle Nesquik.
Prospects Cup is an international U12 boys soccer tournament hosted by Univision. Key sponsors have included Gatorade and Olive Garden.
United States Adult Soccer Association (USASA)
Dedicated to participation in, enjoyment and growth of adult soccer across America. USASA covers 260,000 players, 60 membership organizations and over 500 leagues. Key sponsors include Nationwide, Nike and Hyatt.
US Club Soccer
Committed to the development and support of soccer clubs in the United States. Through US Club Soccer, all of a club’s programs – rec, youth competitive and adult – are able to be united under one organizational umbrella, creating a “members for life” culture within each club. Key sponsors have included Nationwide, Country Inn & Suites and Storelli.
National Federation of State High School Associations (NFHS)
The NFHS, based in Indianapolis, Indiana, is the national leadership organization for high school sports and performing arts activities. NFHS reaches more than 19,000 high schools and 12 million participants in high school activity programs, including more than 7.9 million in high school sports. Key sponsors include Liberty Mutual, MetLife and Champion.
FIFA & World Cup
The Fédération Internationale de Football Association is the international governing body of soccer. The FIFA World Cup reaches millions of people in over 200 countries throughout the world. Key sponsors have included Visa, Hyundai, Qatar Airways, Coca-Cola and Adidas.
The Confederation of North, Central America and Caribbean Association Football (CONCACAF) is one of FIFA’s six continental confederations, servicing 41 Member Associations. CONCACAF brings football closer to people across the region through competitions including the CONCACAF Nations League and the biennial Gold Cup for national teams, and club tournaments including the Scotiabank CONCACAF Champions League. Key sponsors have included Scotiabank, Allstate, Nike and Modelo.
U.S. Soccer (United States Soccer Federation)
A governing body of soccer in all its forms in the United States. The United States Men's National Soccer Team and Women’s National Soccer Team are controlled by the United States Soccer Federation and competes in CONCACAF. Key sponsors have included Continental Tires, AT&T, Hisense, Liberty Mutual and Johnson & Johnson.
International Champions Cup (ICC)
Annual tournament comprising a series of friendly exhibition matches between some of the most talented soccer clubs from Europe. Key sponsors have included Guinness, Heineken and TAG Heuer.
The sponsorship ecosystem is vast and thus Sponsorship Alignment Directory may not include all sponsorship opportunities. Do you have soccer sponsorships to add to the directory? Feel free to send in information via our sponsorship submission form.