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MLS Season Preview

Spons-O-Meter: MLS Rolls Into '17 Season With 19 League-Level Marketing Partners

MLS rolls into the '17 season with 19 league-level partnerships, including a renewal announced Friday with Continental Tire and first-year deals with Kellogg's and Target. The chart below lists all MLS marketing partners. The list excludes any deals that are considered promotional partnerships. MLS marketing partners typically get category exclusivity, use of league marks for advertising and promotional purposes, event signage, media exposure through radio, print and TV ads and various hospitality benefits (THE DAILY).

BRAND CATEGORY
SINCE
adidas Jerseys, official ball, licensed products
'96
Home Depot Home improvement retailer
'03
AT&T Communications
'09
Continental Tire Tire
'10
Makita Power tools
'10
Allstate Insurance
'11
EA Sports Video game publisher
'12
Wells Fargo Retail banking
'13
Etihad Airways Airline
'14
AdvoCare Nutrition, sports drink
'15
Audi Automotive
'15
Coca-Cola Carbonated beverages, water
'15
Heineken Beer
'15
Johnson & Johnson Healthcare products
'15
Southern New Hampshire Univ. Education
'15
SeatGeek Ticketing
'16
TAG Heuer Watch/Timekeeper
'16
Kellogg's Snacks (Cheez-It, Pringles)
'17
Target Retail; All-Star Game title sponsor
'17

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