An MLS season that began with the threat of a work stoppage will close on a far different note: perhaps the most commercially successful season in the league’s 20-year history.
The lengthy negotiating process for a new collective-bargaining agreement overshadowed in part the league’s run-up celebration of 2015 being its 20th season of play. But once a deal was secured (just days before the regular-season opener) and the games kicked off, a season of largely positive business results began to play out. Among the headlines: the launch of two new teams; an increased television presence both nationally and internationally; a host of new partnerships; and a new leaguewide attendance record.
 |
In its inaugural season, Orlando City FC helped MLS achieve double-digit attendance growth.
Photo by: GETTY IMAGES |
At the gate, just one year removed from eclipsing an average of 19,000 fans per game across the league for the first time, MLS in 2015 will see double-digit percentage growth from that mark and surpass 21,000 fans per game on average this year.
The regular season concluded this past weekend; postseason play begins Wednesday night.
Much of the attendance growth can be credited to the league’s two newest clubs, Orlando City SC and New York City FC, who both averaged around 30,000 fans per game. The Seattle Sounders, the perennial league-leader in attendance, also broke their own single-season attendance record, averaging more than 44,000 fans per game. A successful stadium opening in San Jose and a seating expansion in Toronto led to increases in those cities, and for the league, as well.
On the sponsorship front, MLS added to its ranks throughout the past year. Deals with Audi, Coca-Cola, Johnson & Johnson and Mondelez International were all announced this season, building on a deal signed with Heineken last fall. The league also signed a daily fantasy partnership with DraftKings in July.
ESPN, Fox and Univision began their new media rights deals with MLS this year, with both sides seeking to bring more consistent national programming for match telecasts. While there has been a modest increase in viewership year over year, the overall numbers remain below the figures seen for weekend-morning Premier League matches on NBC, as well as the other pro leagues in the U.S.
However, the league’s new partnership with IMG (a deal announced in October 2014) that has the firm selling the global MLS media rights has paid off significantly in terms of the league’s international appeal. Perhaps the biggest addition in these regards is the league’s games being broadcast now by Sky Sports and Eurosport across the U.K. and Europe. IMG has brokered additional deals that now see the league’s games being shown in Latin and South America, Africa, Asia and the Middle East, as well.
NYCFC has proved to be a merchandise boon for MLS. The club’s first game at Yankee Stadium posted the league’s highest game-day merchandise sales total in its history. NYCFC President Tom Glick said recently the club was on track to surpass the league’s single-season merchandise record as well.
While the start of next season will not see the entry of any new teams, nor the opening of any new stadiums (Orlando City will debut in its new stadium in late summer), the 20-team league remains heavily focused on its further expansion plans. Minnesota was awarded a franchise in March, and progress continues to be made around a potential Miami franchise operated by David Beckham.
A second Los Angeles franchise is slated to join the league in 2018, following the scheduled debut of Atlanta United FC in 2017.
A number of existing teams have also made inroads in the past year in the building of their own soccer-specific stadiums, including D.C. United, the New England Revolution and NYCFC.
