Coca-Cola Takes Over As MLS, USSF Sponsor For Soft Drinks, Water

MLS and the U.S. Soccer Federation have agreed to a multiyear deal with the Coca-Cola Co. The pact is valued in the high-seven to low-eight figures annually, according to an industry source. This marks the first change MLS has had in the soft drink category in its history. Pepsi had held those rights since the league’s inaugural season in '96, but that partnership spanning the league's first 19 years ended with the '14 season.

Per the new deal, which takes effect upon signing, Coca-Cola will be the official partner across the nonalcoholic beverage category for both MLS and USSF. Within MLS, the deal covers both sparkling and water beverages.