Major League Soccer is doubling down on data as it looks to better quantify sponsor value and fan engagement.
The league has signed a multi-year agreement with Vision Insights, integrating its Decoder Media platform to track brand visibility across broadcasts in real time.
Turning exposure into measurable value
The Decoder platform uses artificial intelligence to scan live and recorded broadcasts, identifying sponsor logos and quantifying how often—and how prominently—they appear on screen.
This allows MLS and its commercial arm, Soccer United Marketing, to generate a “visibility index,” offering a clearer picture of which sponsorship placements deliver the strongest returns.
The goal is simple: move from estimated value to precise measurement.
Real-time insights for clubs and sponsors
Under the new deal, clubs and commercial partners will receive in-season reports detailing brand exposure. That data can then be used to refine sponsorship activations, adjust marketing strategies, and optimize fan engagement campaigns while the season is still in progress.
According to Vision Insights CEO Scott Horowitz, the company sees long-term growth potential in North American soccer and has already been working with MLS on fan analytics in recent years.
Part of a broader data strategy
The agreement reflects a wider shift within MLS toward data-driven operations.
The league has also partnered with DataGrail to strengthen its fan data management and privacy infrastructure, with most clubs expected to adopt the system this year.
A more accountable sponsorship model
As sponsorship revenues become increasingly central to sports business models, leagues are under pressure to prove return on investment with greater precision.
By combining AI-driven media tracking with improved data governance, MLS is positioning itself to offer sponsors not just exposure—but accountability.