MLS to Introduce Back-of-Shirt Sponsors
- New Sponsorship Opportunity: MLS teams can sell advertising space on the lower back of jerseys starting after the 2026 All-Star Break.
- Placement Details: The lower back logo area will be below the player number, limited to 9 inches wide and 4 inches high, and is larger than standard sleeve patches.
- Financial Impact: Some MLS clubs could generate over $1 million annually from this new sponsorship inventory, varying by market.
Major League Soccer will allow clubs to sell advertising space on the lower back of their jerseys starting after the 2026 All-Star Break, as reported by Sportico.
MLS to Introduce Lower Back Jersey Sponsorships From 2026 All-Star Break
The new placement, located below the player number, becomes the fourth commercial position available on MLS kits. While the front-of-shirt sponsor remains the most valuable asset, the lower back area is reportedly around 80% of its size and significantly larger than standard sleeve patches. Logos will be limited to a maximum of 9 inches wide and 4 inches high.
Some clubs could generate more than $1 million annually - not much in our opinion
The move is part of the league’s broader commercial evolution, described by commissioner Don Garber as “MLS 3.0.” According to chief revenue officer Carter Ladd, the timing aligns with increased global attention around the 2026 World Cup and growing sponsor demand. Some clubs could reportedly generate more than $1 million annually from the new inventory, although figures will vary significantly by market.
MLS first allowed front-of-shirt sponsors in 2007, later adding sleeve patches in 2020. A league-wide sleeve deal is currently held by Apple Inc. as part of its media partnership.
The MLS 2025 Archive third kits already had back-of-shirt sponsors.
Is adding another sponsor position a logical commercial step for MLS, or does it risk overloading the look of the kits? Let us know your thoughts in the comments.
