The Collaboration Demonstrates AT&T’s Continued Commitment to Soccer Fans in North America Through Innovation and Connectivity
NEW YORK, N.Y. (July 12, 2023) – Soccer United Marketing (SUM), the marketing arm of Major League Soccer (MLS), announced multi-year extensions today between AT&T and Leagues Cup, Federación Mexicana de Fútbol (FMF) and Major League Soccer, demonstrating the company’s ongoing commitment to soccer in North America and its growing number of passionate fans.
AT&T is a long-standing sponsor of both MLS and FMF, and this extension allows AT&T to leverage its expertise in innovation and technology to deepen engagement for the next generation of fans who make up the highest percentage of millennial and Hispanic audience of any major U.S. sport.
“AT&T is an incredible supporter of the growth of soccer throughout North America,” said Gary Stevenson, MLS Deputy Commissioner. “We are proud to continue to work with AT&T in support of MLS, Leagues Cup and the Mexican Men’s and Women’s National Teams’ U.S. Tours in creative, and innovative ways.”
“Soccer has a deeply committed fanbase, and our continued collaboration with SUM allows us to connect them to greater possibilities, while bringing them closer to the sport they love,” said Mark Wright, VP of media and sponsorships, AT&T. “It’s a momentous time for the sport and AT&T is excited to continue to inspire fans everywhere through innovation and connectivity.”
AT&T will be instrumental in an exciting new chapter for North American soccer with the debut of Leagues Cup, where MLS and LIGA MX clubs will compete in the official Concacaf competition to be played across the U.S. and Canada this summer. The top three finishers will qualify for the Concacaf Champions Cup and have an opportunity to earn a spot in the FIFA Club World Cup. The inaugural edition will see all 47 clubs from LIGA MX and MLS compete in a World Cup-style tournament from July 21 - August 19, 2023.
AT&T is also proud to announce its renewed commitment to the Federación Mexicana de Fútbol as a partner for the Mexican Men’s National Team’s U.S. Tour, as well as a new agreement with the Mexican Women’s National Team in the United States. With the multi-year marketing relationships with FMF, AT&T will bring unparalleled experiences for fans to support MexTour throughout the United States.
“For the Mexican Football Federation, renewing this alliance with AT&T represents the opportunity to continue developing Mexican football, in all its branches and categories, and brings us closer to our goal for 2026,” said Enrique Nieto, FMF Director of Strategic Alliances. “This union allows us to continue working so that our fans can have the best and most enjoyable experiences. We are pleased to continue with this long-standing relationship that will undoubtedly continue to be productive for both of us.”
Additionally, AT&T will continue its role as the presenting sponsor of the MLS All-Star Skills Challenge, a unique event that features players competing in this ultimate test of skill, bringing fans closer to the action through 5G experiences.
The multichannel approach across so many verticals of the soccer ecosystem makes AT&T one of MLS’ most active sponsors, including their role as the presenting partner for two League awards: AT&T 5G MLS Goal of the Year and AT&T Goal of the Matchday. The 2023 AT&T 5G MLS Goal of the Year is determined by fan votes on MLSsoccer.com and has been awarded since the League’s inaugural season in 1996.
AT&T’s sponsorship drives the business of soccer and fuels league and national team growth on and off the field. AT&T will continue to utilize 5G and other connective technology to bring fans closer to the game and to authentically showcase innovative experiences at tentpole events and stadiums across North America.
About Major League Soccer
Headquartered in New York City, Major League Soccer — celebrating its 28th season in 2023 — features 29 clubs throughout the United States and Canada, including 2023 expansion team St. Louis CITY SC. All MLS, Leagues Cup,and select MLS NEXT Pro and MLS NEXT matches can be watched through MLS Season Pass, available on the Apple TV app on Apple devices, smart TVs, streaming devices, set-top boxes, and game consoles, and the web at tv.apple.com. MLS Season Pass will feature the most expansive and accessible lineup of programming ever for MLS fans. For more information about MLS, visit mlssoccer.com. For more information about the Apple TV app, visit apple.com/apple-tv-app.
About Soccer United Marketing
Soccer United Marketing (SUM), the commercial arm of Major League Soccer, is the preeminent commercial soccer enterprise in North America, overseeing the commercialization, marketing, promotion, and operational execution of the region’s most successful soccer entities. SUM holds the exclusive rights to Major League Soccer, the Mexican National Teams for the U.S. market (MexTour and MexTour W), Leagues Cup, Campeones Cup, Copa Angelina and Concacaf Properties (including Concacaf Gold Cup™, Concacaf Nations League Finals, Concacaf Champions League and Concacaf W). In addition, SUM held the promotional and commercial rights to the highly successful 2016 Copa America Centenario.
About Leagues Cup
Leagues Cup represents a monumental new chapter for North American soccer. Beginning in 2023, Major League Soccer and LIGA MX will pause their seasons each summer and all 47 first division professional soccer clubs in the U.S., Mexico and Canada will compete in a World Cup-style tournament, which will qualifty the top three finishers on to the Concacaf Champions League. Leagues Cup 2023 will kick off Friday, July 21 and will feature 77 games hosted at stadiums throughout the U.S. and Canada, with the Final taking place on Saturday, August 19. Fans in over 100 countries* and regions will be able to watch Leagues Cup on MLS Season Pass on the Apple TV app, which is available on Apple devices, smart TVs, streaming devices from Roku, Amazon, and Google, game consoles, and the web at tv.apple.com. In addition, TelevisaUnivision, FOX Sports, TSN and RDS will be the linear broadcast home for select Leagues Cup matches in the United States and Canada.
* This excludes Leagues Cup for viewers in Mexico
Ticket Information
Tickets for all matches are available on LeaguesCup.com and are also available to fans via the hosting MLS club. MLS club season ticket holders should contact their club representative for more information or visit LeaguesCup.com and follow @LeaguesCup on social.
About AT&T
We help more than 100 million U.S. families, friends and neighbors, plus nearly 2.5 million businesses, connect to greater possibility. From the first phone call 140+ years ago to our 5G wireless and multi-gig internet offerings today, we @ATT innovate to improve lives. For more information about AT&T Inc. (NYSE:T), please visit us at about.att.com. Investors can learn more at investors.att.com.
Contacts:
Major League Soccer / Soccer United Marketing
Angela Alfano
AT&T
Alyssa McGovern / alyssa.mcgovern@att.com
Ariane Arroyo / ariane.arroyo@att.com
