Major League Soccer permits sports betting symbols on uniforms.
For the first time ever, the top US professional soccer league, MLS (Major League Soccer), has given its 24 teams the green light to promote betting sponsors on their jerseys. This move comes hand in hand with allowing advertisements for spirits. In March, the MLS sealed its first sports betting league agreement with Las Vegas-based gaming giant MGM Resorts. Here's a breakdown of the latest developments.
Jersey advertising and naming rights
MLS has updated its business rules to introduce an official sponsorship category for sports betting brands and liquor companies. This allows each of the 24 clubs to enter into jersey sponsorship deals with betting and alcohol companies independently. The front of the jerseys will now be allowed to feature advertising, and starting in 2020, advertising will also be permitted on the sleeves. Additionally, logos and slogans from these sponsors may be displayed in the stadiums.
The league has also reconsidered the guidelines regarding their respective advertising partners. This means both sports betting and spirits companies will soon be able to sign contracts for the naming rights of individual clubs and stadiums. These changes were discussed at the last two meetings in December and April and have now been put into action. Front Office Sports was the first to report this news.
By allowing large-scale advertising by gambling providers on their jerseys and in stadiums, MLS has become the first significant US professional sports league to do so since the nationwide legalization of sports betting in May 2018. Carter Ladd, MLS Vice President and Head of Marketing, believes this will make soccer more popular in North America. According to Ladd:
"We think this could be a game-changer for our league. Sports betting is a popular activity for a long time, and international soccer fans are used to it. We believe these changes will not only position us at the forefront of the North American soccer landscape but will also make soccer more intertwined with society."
Sports betting deals in the works
Ladd revealed that several MLS clubs have been in discussions with potential sports betting partners for quite some time, especially in states where sports betting has already been legalized or where legislative changes are expected soon. For instance, the New York Red Bulls and the Philadelphia Union have been in preliminary talks with gambling companies regarding jersey advertising and naming rights to their stadiums. The MLS team D.C. United has also taken steps to renaming its home stadium (Audi Field) following the repeal of PASPA.
Aiming for revenue growth
In response to the changing social sports landscape, MLS is planning to embrace the sports betting industry more in the future. According to Ladd, sports betting is a "high-potential" market, while the spirits sector is more focused on promoting high-end beer and wine brands. Ladd expects multiple deals to be signed in both categories during the upcoming 2019 season. He also believes that the league's revenue can be significantly boosted by sports betting, if not doubled or even tripled. Ladd notes, "We want to be seen as a progressive league and give our clubs the flexibility they need. We don't want to be restrictive but support them in a positive way, which is why we are making these changes. We believe that this will help generate new revenue."
Deals with MGM and Mohegan Sun
In March, MLS debuted a multi-year strategic sports betting partnership with MGM Resorts International. This partnership made MGM the first official gaming partner in the league's history, with their joint venture Roar Digital being named the exclusive sports betting partner of MLS. MLS Chairman of the Board, Don Garber, spoke on this partnership:
"Major League Soccer is proud to have partnered with MGM Resorts to engage our existing and new fans in new and exciting ways through sports betting. MGM Resorts is a leader in the sports betting world and understands our league's growth and the growth of soccer in the United States and Canada."
Not long after, New York City FC became the first MLS club to sign a sports betting deal with US casino chain Mohegan Sun. Plans are underway to establish a sports betting lounge in its home stadium, which it shares with the New York Yankees baseball club. These recent changes to the MLS sponsorship guidelines make these agreements more likely. The extent to which partnerships will be formed during the current season remains to be seen.
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Source: www.onlinecasinosdeutschland.com
