MLS opens lower back jersey sponsorship slot from 2026 All-Star break

Major League Soccer will allow clubs to sell advertising space on the lower back of their jerseys, adding a fourth sponsor position to match kits and creating a new revenue stream across the league.The new placement will be introduced after the 2026 MLS All-Star Game on July 29, with logos positioned below the player number. The space has been set at a maximum of nine inches wide by four inches tall, and is understood to be around 80% of the size of the front-of-shirt partner mark, which remains the most valuable kit asset.“We feel like this is the right moment in time to unlock a new asset for our clubs to capture the attention coming out of the World Cup,” MLS chief revenue officer Carter Ladd said. “The next era for our league is on the horizon.”MLS commissioner Don Garber has referred to the league’s next phase as ‘MLS 3.0’, with commercial growth running alongside strategic priorities such as player development investment, stadium openings and upcoming competition format adjustments. The league is also preparing for a global spotlight effect from the men’s World Cup being staged in North America in summer 2026.“Our club sponsorship business continues to deliver double-digit growth annually, with both the front-of-jersey and sleeve positions seeing unprecedented partner interest,” Ladd said. “We view the addition of the lower back placement as a strategic opportunity for many clubs to join those across the league now generating eight-figure annual jersey partnership revenue.”MLS clubs have historically been able to sell a front-of-kit partner and a right-sleeve patch, while the left sleeve carries the Apple TV mark as part of the league’s media-rights agreement. The lower-back sponsor creates a new option for teams that have already maxed out existing jersey inventory, and offers additional flexibility for clubs still building out their partnership portfolios.The league expects market values to vary significantly by team, but believes some clubs could generate more than US$1 million a year from the new placement. Front-of-shirt deals in MLS are typically mid-to-high seven figures annually, while many sleeve agreements sit in the US$1 million to US$2 million range, with standout exceptions in the biggest markets.The timing also aligns with MLS’s planned shift to a summer-to-spring calendar with clubs will be able to treat the second half of the 2026 season and the abridged 2027 ‘sprint season’ as a combined package when selling the new asset, before the league transitions fully to its new schedule.