As U.S. Soccer Enthusiasm Grows, a Look At the Top Brands Sponsoring the NWSL, MLS
Most-recognized official NWSL sponsors include Nike, Amazon, CarMax, per MarketCast.
Interest in soccer has surged across the United States in recent years, fueled in large part by the excitement surrounding the 2026 World Cup landing on North American soil. Almost half (45%) of Americans report an increasing interest in soccer, according to The Harris Poll, and that momentum is especially strong among current fans — the majority are even more energized knowing the tournament will be hosted close to home.
While the World Cup is still months away, the finals for both the National Women’s Soccer League and Major League Soccer are just around the corner. MarketCast shared some insights from the 2024-2025 season for the top sponsorships and learnings across a nationwide sample of 400 fans, revealing the most-recognized brands as well as those that win for fan purchase consideration.
This type of intelligence is important, MarketCast says, because effective sports sponsorships go beyond driving brand awareness — they deepen the bond with fans. To gauge true impact, leagues, teams and brands need to evaluate both how the sponsorship performs and how it resonates with audiences.
One key insight MarketCast found is that the NWSL now matches the NFL in average sponsor awareness, with 41% aided recognition. This growth reflects the league’s rising viewership and the addition of several high-profile sponsors.
The most recognized official NWSL sponsors for the 2024 season were Nike (55%), Amazon (49%) and CarMax (44%). Notably, CarMax’s recognition was +23% higher year-over-year, signaling that it is successfully breaking through with NWSL fans.
Looking at purchase consideration, Amazon beat Nike, 88% vs. 80%, with Delta in a more distant third (66%).
Turning to the MLS, its average aided awareness for sponsors was 33% for the 2024 season, under the NWSL but ahead of other leagues including the MLB, PGA, NHL and NBA.
Top sponsors by aided awareness/recognition were Adidas (50%), Coca-Cola (48%) and The Home Depot (48%). In terms of purchase consideration, The Home Depot led at 80%, followed by Target (77%) and Coca-Cola (74%).
