MLS hires firm to conduct brand study

Entering its second decade with the season that starts April 1, Major League Soccer is taking a hard look at itself.

The league has hired New York branding firm SME, along with several universities, to ask questions fundamental to the future of MLS, such as who its fans are and what makes its base of Hispanic, American and young people attend or watch games on television. MLS is planning to deliver the brand study to its board of governors at its July meeting.

Aside from SME’s work, the league is establishing a brand consulting team that will include people from some of its largest business partners, such as Adidas, ABC/ESPN and Pepsi, and from the AEG organization, which owns four teams.