Roger Hampel
Major League Soccer (MLS) has kicked off 2025 with a significant commercial partnership, announcing a multi-year agreement with Century 21 Real Estate as the Official Real Estate Services Partner of the league, the MLS All-Star Game, and the MLS Cup presented by Audi.
This collaboration reflects MLS's growing commercial appeal as it enters its 30th season, with increasing attendance, media rights growth, and an expanding sponsorship portfolio. As part of this agreement, Century 21 will integrate into MLS broadcasts, digital marketing, and in-stadium promotions, while also supporting the league’s player development efforts through MLS NEXT Pro.
Following the announcement, Football Business Journal sat down for an exclusive interview with Greg Millard, MLS SVP of Brand Alliances, to discuss the strategic alignment of the partnership, the future of sports sponsorship, and what brands can expect from MLS as North America gears up for the FIFA Club World Cup 2025 and the FIFA World Cup 2026.
Greg Millard, MLS SVP of Brand Alliances
Exclusive Interview with Greg Millard, MLS SVP of Brand Alliances
Roger Hampel: What makes the partnership between MLS and Century 21 a natural fit, and how does the real estate industry align with the growth and vision of professional soccer in North America?
Greg Millard: Century 21 recognizes the continued growth of soccer in general and MLS in particular. We are confident this partnership will help Century 21 support their agents in local markets by tapping into the incredible excitement around MLS as we will begin our 30th season on February 22.
Roger Hampel: How will Century 21 be integrated into MLS Season Pass broadcasts? Can fans expect exclusive content or special promotions?
Greg Millard: We are excited to have Century 21 advertising on MLS Season Pass and look forward to seeing them featured throughout the season. Kicking off this partnership just before the start of the 2025 season, MLS will collaborate with Century 21 on developing digital and out-of-home marketing campaigns and on-site experiences that will not only drive fan engagement, but also inspire Century 21’s talented network of real estate agents.
Roger Hampel: How does MLS select its strategic partners? What are the key factors you prioritize when establishing new collaborations?
Greg Millard: Every partnership is different. When exploring new collaborations, first and foremost we seek to align on a vision to ensure we can deliver on the promise of the partnership. From there, we collaborate with the potential partner to develop a bespoke platform that connects and engages with our fans to achieve the sponsor’s specific goals.
Roger Hampel: Do you see potential in expanding partnerships with international brands that could help MLS grow beyond North America?
Greg Millard: We have numerous multi-national brands that are part of the MLS roster of official partners and expect this will accelerate with the continued growth of MLS.
Roger Hampel: Century 21 has also become a partner of MLS NEXT Pro. What role does this league play in MLS's overall strategy, and how will this collaboration contribute to the development of young talent?
Greg Millard: MLS NEXT Pro is a key component of the player development pathway to MLS first teams and brings professional soccer to new communities. Our partnership supports Century 21’s goal of engaging communities at every level.
Roger Hampel: What specific activations and promotions from Century 21 can fans expect to see during MLS events? Can we anticipate any innovative initiatives?
Greg Millard: Through this partnership, Century 21 will launch the ‘Joy of Home’ campaign that is designed to drive business growth for the brand’s roster of real estate agents. As this partnership continues to grow, we look forward to collaborating with Century 21 to create activations and programs that are authentic and will resonate with MLS’s passionate fanbase.
Roger Hampel: What trends do you see shaping the future of sports sponsorship in MLS, especially leading up to major events like the FIFA Club World Cup 2025 and FIFA World Cup 2026?
Greg Millard: MLS is coming off of a record-setting season and continues to experience attendance, engagement, and revenue growth. With North America serving as the epicenter of global soccer over the next two years, and as the popularity of soccer is at an all-time high in the U.S. and Canada, there is no better time to be involved in soccer. We anticipate that we will see more brands looking to participate in our sport and our league.
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