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Media & Entertainment Law

: Sports Biz

MLS Gets Adidas to Up Investment, Continues Hot Streak

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When you're on a roll, the rule is to ride the hot dice and MLS is certainly doing that. Coming on the heels of a very successful men's World Cup with never before seen fan interest in the US, a successful expansion franchise launch in Philadelphia this year and the opening of new stadia in New York and Philadelphia, MLS could rightly consider itself as well on the way to firmly establishing itself in the nation's sporting firmament. Expect the roll to continue as the league will be expanding by three more in 2011 and 2012 with franchises in Portland, Vancouver and Montreal coming on board.

Adidas has recognized the new reality voluntarily opening its ten year sponsorship agreement with the league and extending it until 2018, from its original expiration date of 2014. In addition, the agreement is now worth more than $200 million, according to Sports Business Journal, making it one of Adidas largest investment in the sport. That's a raise from the $150 million, 10 year deal, which the parties signed in 2004. Of course, the league is certainly different than it was then, as I only highlighted above. There are seven new soccer specific stadiums, one football stadium filled with soccer crazed fans (Seattle, where no soccer specific stadium is necessary) and new deals with both ESPN and Univision. Another soccer specific stadium is on the way in Kansas City. Attendance is up, sponsorship is up, viewership is up and the league is clearly headed in the right direction.

All is not completely rosy, however. There is still competition issues, most evident in CONCACAF Champions League games, even if nobody really cares about the results. MLS teams still have trouble competing with Mexican league teams, not to mention teams from South America. It would be great if MLS could work with the South Americans to figure out a way to integrate MLS into the Copa Libertadores competition. It would be great for the level of play in MLS and it would help the US Men's team. Until then, I guess the CCL is all we have, so we'll have to make the best of it.

Full post as published by Sports Biz on August 31, 2010 (boomark / email).