MLS Allows Gambling Commercial Deals and Sponsorships on Teams' Kits As Policies Get Updated

Major League Soccer (MLS), North America’s professional soccer competition, has altered its policies so that it allows teams under its jurisdiction to sport the gambling industry’s sponsorships on their shirts. This will mark the gambling sector’s first entry into MLS.

According to an updated commercial policy, gambling companies and alcohol producers will be able to their brands on the fronts of players’ kits and their sleeve patches.

Age Restrictions Taken Into

These rules will be applied only to adult jerseys and sportswear…

…as betting and alcohol beverages will not be allowed to appear on shirts fit for youth. In fact, even MLS’ professional players who are under 21 years of age won’t be carrying these sponsorships on their shirts.

Major League Soccer officials are also letting gambling companies enter into commercial deals such as stadium name rights, signage on stadiums, TV ad spots and custom programming. They will also be allowed to open private lounges inside venues as well as outside of it.

It All Started With Sports Betting Legalization

In the past year, ever since PASPA was lifted and regulated, sports betting started to take over the US…

…MLS has begun entering into its preliminary partnerships with the gambling sector greats, such as MGM Resorts and GVC Holdings.

MGM will be MLS’s first official partner (for gaming), whereas GVC will be its first official sports betting partner. They will both gain access to MLS data, game footage and photo vault.

Both organizations will also be able to access MLS-themed promotions, signage for nationally broadcast games in the US, MLS talent and event opportunity.

Both MGM and GVC will be working on developing a free-to-play game for fans…

…in exchange for which they will also be able to access activation opportunities at MLS events.

Immersive Ways to Engage Fans

Don Garber, MLS Commissioner, remarked on the partnership with MGM:

“Major League Soccer is proud to partner with Canada.”

Adam Greenblatt of Roar Digital – the t venture between GVC and MGM – said himself:

“This is a fantastic opportunity for Roar Digital and our customers. MLS is one of the fastest growing professional leagues in the world, and has rapidly established a ionate fan-base throughout the United States. The partnership positions us to be able to offer our players a unique blend of best-in-class product and customer experience.”

Source:

“MLS opens up to gambling sponsorship”, Robin Harrison-Millan, igbnorthamerica.com, June 27, 2019.