Roger Hampel
Photo Credit: MLS
Major League Soccer (MLS) and Century 21 Real Estate LLC have announced a multi-year partnership, making the real estate company the Official Real Estate Services Partner of MLS, the MLS All-Star Game, and the MLS Cup presented by Audi. The collaboration, which was unveiled as MLS prepares to kick off its 30th season, aims to connect Century 21 with the growing soccer fanbase across North America.
Century 21 Expands Presence in Soccer
As part of the agreement, Century 21 will be integrated into national broadcasts on MLS Season Pass, engage in in-stadium promotions, and have a physical presence at major MLS events. The brand will also have opportunities to host premium hospitality experiences at games throughout the season.
This partnership aligns with Century 21’s "Joy of Home" marketing campaign, which launched in November 2024. The real estate company will collaborate with MLS on digital and out-of-home marketing initiatives, aiming to boost visibility and expand its reach among local communities.
Statements from MLS and Century 21
Tori Keichinger, VP, Head of Marketing at Century 21 Real Estate LLC, emphasized the brand's commitment to strengthening connections within local communities:
“One of our core missions as a brand is to create impactful connections with the communities our agents serve every day. This collaboration allows us to connect directly with the diverse and passionate MLS fanbase to enhance our brand's visibility and loyalty and further solidify our position as America’s most respected and recognized real estate brand.”
Greg Millard, MLS SVP, Brand Alliances, highlighted how the deal reflects the league’s ongoing expansion:
“As we look ahead to our 30th season, we are thrilled to welcome Century 21 Real Estate to the Major League Soccer family. MLS is driven by the unmatched enthusiasm that fuels every game and every fan experience, and together with the Century 21 brand, we’ll engage with fans in ways that directly support its network of agents across the country.”
Partnership Includes MLS NEXT Pro
Beyond its connection to MLS, Century 21 will also become an official partner of MLS NEXT Pro, the professional men’s soccer league designed to complete the player development pathway to MLS first teams. This additional collaboration underscores the growing importance of MLS NEXT Pro as a key part of the league's long-term strategy.
Soccer’s Growing Commercial Appeal in North America
The announcement comes at a time of heightened momentum for soccer in North America. MLS is preparing for a historic year, with its 30th season set to begin on February 22, and the third season of MLS Season Pass on Apple TV.
Additionally, the U.S. will host several major international tournaments in the coming years, including:
• Concacaf Gold Cup (2025)
• FIFA Club World Cup (2025)
• FIFA World Cup (2026)
MLS continues to see record-setting growth in attendance, merchandise sales, and social media engagement, while sponsorship revenue has also increased significantly. As the league enters 2025, corporate sponsorships through MLS and Soccer United Marketing (SUM) are seeing double-digit growth, reinforcing soccer’s rising commercial influence in the region.
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