MLS Eyes World Cup Profits Amidst Sponsorship Challenges

WHO:

Sports Business Journal - NYCFC President and CEO Brad Sims, San Diego FC CEO Tom Penn, MLS Commissioner Don Garber, Concacaf President Victor Montagliani, New York Red Bulls coach Michael Bradley, U.S. men’s national team captain Tim Ream, Orlando City SC star Antoine Griezmann, Orlando City owner Mark Wilf, President Jarrod Dillon, U.S. Soccer President Cindy Parlow Cone, former U.S. Soccer President Sunil Gulati, outgoing MLS Deputy Commissioner Gary Stevenson.

WHAT:

Sports Business Journal - MLS clubs are introducing back-of-kit sponsorship placement to generate revenue from the World Cup.

Sports Business Journal - Inter Miami is the only club that has announced a back-of-kit sponsorship deal, part of its stadium naming-rights deal with Nubank.

Sports Business Journal - NYCFC expects to generate between $4M and $5M annually over four to five years from back-of-kit placements.

Morgan Lewis - The 2026 FIFA World Cup is expected to generate roughly $13 billion in sponsorship fees.

WHERE:

Sports Business Journal - The MLS media event took place in Midtown Manhattan.

Sports Business Journal - NYCFC's new soccer-specific stadium is located in Queens.

WHEN:

Sports Business Journal - The back-of-kit sponsorships will begin after the July 29 MLS All-Star Game.

Sports Business Journal - NYCFC's soccer-specific stadium is set to open on July 17, 2027.

WHY:

Sports Business Journal - The back-of-kit inventory offers brands an immediate opportunity to engage with the sport.

Morgan Lewis - FIFA works to protect the value of exclusive sponsorships to prevent ambush marketing that undermines official sponsors.

HOW:

Morgan Lewis - FIFA employs clean-stadium and clean-zone policies to monitor and remove nonsponsor branding at World Cup venues.

Morgan Lewis - Brands engage in ambush marketing by creatively associating themselves with the World Cup without official sponsorship.

(UPDATED July 17, 2026 01:27 UTC)

In a significant move to boost revenue ahead of the 2026 FIFA World Cup, MLS clubs are set to introduce back-of-kit sponsorship placements, with NYCFC anticipating annual earnings of between $4 million and $5 million from this initiative. Inter Miami has already secured a back-of-kit sponsorship deal as part of its naming-rights agreement with Nubank, while the new NYCFC soccer-specific stadium is scheduled to open on July 17, 2027. These sponsorships will officially launch after the July 29 MLS All-Star Game, as FIFA continues to enforce policies to protect the value of official sponsorships and prevent ambush marketing at World Cup events.