In a groundbreaking year for Major League Soccer (MLS), sponsorship revenue surged by 13% from the previous year, setting new records for both the league and Soccer United Marketing (SUM). The 2024 season proved to be a monumental success for MLS, with a host of key achievements highlighting the league's continued growth and popularity.

The 2024 season witnessed a remarkable 13% increase in club sponsorship revenue compared to 2023. Attendance numbers were equally impressive, with a total of 11,454,205 fans attending matches during the regular season, marking the highest attendance figure in MLS history. The average regular season attendance of 23,234 per match set a new record, with ten clubs either setting or tying their own average attendance records. Additionally, 213 regular season matches were sold out, reflecting the overwhelming demand for MLS action across the country.

Furthermore, season ticket sales across the league saw a substantial 12% rise compared to the 2023 campaign. MLS venues operated at an impressive 94% capacity, emphasizing the league's strong connection with its fan base. The reach of MLS extended beyond the stadiums as well, with a significant increase in followers on TikTok (26%), YouTube (21%), and Instagram (10%) since the beginning of the year.

On the sponsorship front, 18 new partners joined as sponsors of MLS and SUM properties in 2024. Partners witnessed unparalleled activation levels, with co-branded displays featured in over 107,000 retail outlets nationwide, including major retailers like Walmart.

Inter Miami emerged as a standout on social media, becoming the most followed North American sports team on TikTok with 9.4 million followers and the third most followed on Instagram with 17.2 million followers. This rise in popularity was accompanied by Inter Miami's Lionel Messi leading jersey sales in MLS and ranking as the top-selling Adidas player globally.

Looking ahead, MLS anticipates total attendance for the 2024 season to surpass 12 million fans by the conclusion of the MLS Cup on December 7th, underscoring the league's continued growth and success in the sporting landscape.

The achievement of record sponsorship revenue and attendance figures in 2024 has propelled MLS into an elite bracket among global sports leagues, showcasing its ascent and growing relevance in the realm of professional soccer. The league's strong performance in various metrics lays a solid foundation for future success and further establishes its position as a key player in North American sports.