MLS unveils Beats as official consumer audio products partner

In this multi-year agreement, MLS clubs will receive specially crafted Beats headphones exclusively tailored for each team.

The professional soccer league, Major League Soccer (MLS) struck a pact with Beats by Dr. Dre, the renowned audio brand, marking the entity as the official consumer audio products partner of the league.

In this multi-year agreement, MLS clubs will receive specially crafted Beats headphones exclusively tailored for each team. For 2024, the audio brand has chosen eight teams for this custom treatment: Atlanta United, Columbus Crew, Inter Miami CF, LAFC, Nashville SC, New York City FC, St. Louis City SC, and Toronto FC. More teams are expected to join this collaboration as the partnership progresses.

Notably, MLS players will take centre stage in Beats’ brand marketing endeavours, with campaigns set to resonate across both Beats and MLS platforms. This partnership underscores the fusion of music and sports, offering players the opportunity to wear Beats headphones and earphones on the field, before and after matches.

“For more than a decade, Beats headphones have been chosen by the world’s top athletes to help them get game-ready and heighten their focus, while also allowing them to show off their style and personality,” said, Chris Thorne, Beats’ CMO.

“We are extremely excited to join forces with MLS, one of the fastest-growing and most dynamic sports leagues in the world. Beats will be working closely with the MLS clubs and top players to deliver amazing experiences throughout the upcoming season.”

Camilo Durana, MLS EVP Apple Partnership, Properties and Events, said, “Major League Soccer is proud to partner with Beats, a global culture driver, during this period of growth for our League and our sport in North America. Music inspires our players, our supporters and our communities. We’re excited to work alongside Beats and its premium products to strengthen the connection between sound, expression and the world’s game.”

MLS embarks on its 29th season, coinciding with various landmark events such as the second season of MLS Season Pass on Apple TV, the continuation of the Leagues Cup, and the upcoming Copa America in 2024. Looking ahead, fans can anticipate the CONCACAF Gold Cup and FIFA Club World Cup in 2025, followed by the highly anticipated FIFA World Cup in 2026, slated to be hosted across the United States, Canada, and Mexico.

Beats Electronics, acquired by Apple in 2014, is renowned for its high-quality audio products. Under its brand, Beats by Dre, it sponsors athletes across various sports, including LeBron James and Serena Williams. The company’s presence extends to major sporting events like the FIFA World Cup and the Olympics. With a focus on athlete endorsements and event partnerships, Beats by Dre has solidified its position in sports sponsorships.

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