Major League Soccer has officially announced that clubs will be permitted to sell advertisement space on the lower back of jerseys starting later this season. The new inventory, which becomes available after the 2026 All-Star Break, marks the fourth sponsorship location on MLS kits, joining the front-of-jersey, sleeve patches, and the league-wide Apple partner patch.
The move is designed to capitalize on the massive commercial attention following the 2026 FIFA World Cup, co-hosted by the U.S., Canada, and Mexico. According to MLS Chief Revenue Officer Carter Ladd, this “MLS 3.0” era aims to provide clubs with the necessary resources for player development and stadium infrastructure.
1. The Value of the New Asset
The lower back placement, located beneath the player’s number, is now the second-largest sponsorship space on the kit.
- Dimensions: Logos can have a maximum width of 9 inches and a height of 4 inches.
- Sizing: The space is approximately 80% of the size of the primary front-of-jersey sponsor.
- Revenue Potential: Experts estimate the new space could command over $1 million annually for high-profile clubs, providing a significant incremental boost to bottom-line revenues.
2. A League in Transition: From 1996 to MLS 3.0
MLS has historically been more aggressive in exploring jersey sponsorships compared to other “Big Four” U.S. leagues (NFL, NBA, MLB, NHL).
- 2007: The league first opened the front of the jersey to corporate sponsors (at a minimum of $500,000/year).
- 2020: Sleeve patches were introduced.
- 2026 and Beyond: With average club valuations reaching $767 million and leaders like Inter Miami generating $215 million in annual revenue, the league is looking to close the gap between top and bottom earners (CF Montréal and Colorado Rapids sit at approximately $47 million).
3. Expansion to MLS Next Pro
The new advertising rights are not limited to the first teams; clubs will also be allowed to sell similar lower-back spots on their MLS Next Pro uniforms. This expansion reflects the increasing demand for soccer inventory as the sport’s relevance continues to climb in the North American market.