Adidas, the multinational sports apparel and equipment brand, has signed a multi-year deal with the annual association football competition between clubs from Major League Soccer (MLS) and Liga MX, Leagues Cup.
As per the deal, Adidas has been named the official partner and the official ball provider of the Leagues Cup.
🤝⚽️ Welcome @adidas as Official Partner and the Official Match Ball Provider of Leagues Cup. pic.twitter.com/6wvdJIK2nB
— Leagues Cup (@LeaguesCup) May 24, 2023
The commercial arm of the MLS, Soccer United Marketing has played an impactful role in brokering the deal between the tournament and the brand.
Through this pact, the competition will receive programmatic assistance from Adidas, which will also supply youth kits for the player mascot program and official Leagues Cup Adidas balls for all tournament games and practice sessions.
Carter Ladd, Executive Vice President of Soccer United Marketing, said, “Adidas has been synonymous with Major League Soccer since the league’s inception in 1996, and we are so pleased to create another chapter in our storied history together”.
Skate Noftsinger, Director of Sports Marketing at Adidas, “We look forward to working as a collective with MLS, Liga MX, and Leagues Cup to build communities, activate fandoms, and grow the game of soccer across the continent. This partnership will set the foundation for the future of the sport in North America, and Adidas could not be happier to continue playing a central role.”
The new edition of this marquee league will be held from July 21 to August 19, 2023