Discount Tire and Major League Soccer Announce Multiyear Partnership in the U.S.

April 26, 2024
Sports Business Journal


MLS adds Discount Tire as league sponsor with multiyear deal

MLS has signed Discount Tire to a multiyear sponsorship that will see the Arizona-based brand designated as the official tire retailer of MLS, the MLS All-Star Game Target and MLS Cup. Under the deal, financial terms of which were not disclosed, Discount Tire will receive broadcast integrations and advertise during matches on MLS Season Pass, the league’s Apple TV-based streaming service, and weekly linear telecasts carried by Fox. The brand, which was represented by ANC in negotiations, will also receive in-stadium exposure, offer consumer sweepstakes and host grassroots marketing and community outreach programs at many of its 1,200 stores across 39 states. In addition to the league-level deal, Discount Tire has also partnered with Inter Miami and is collaborating with fellow MLS partner Continental Tire to sponsor the Timbers, Sounders, FC Cincinnati, Nashville SC, and Fire. The retailer’s sponsorship profile also includes deals with Team Penske, the WNBA, U.S. Figure Skating and several MLB clubs.

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