Today, adidas and Leagues Cup announced adidas will be an Official Partner and the Official Match Ball Provider of Leagues Cup – the first tournament in global soccer history to bring together two professional leagues and have the endorsement of the official soccer organizing bodies.
The multi-year partner agreement is a continuation of adidas’ long-time support of soccer in North America, and through this partnership, adidas will continue to grow the sport and elevate soccer culture. Leagues Cup reinstates adidas commitment to soccer development in both countries.
In a new milestone in the history of North American soccer, Leagues Cup is a World Cup-style tournament in which all 47 MLS and LIGA MX clubs will pause their respective league seasons and compete in the official Concacaf competition each summer. Leagues Cup 2023 will run from July 21 to August 19.
“We look forward to working as a collective with MLS, LIGA MX, and Leagues Cup to build communities, activate fandoms, and grow the game of soccer across the continent,” said Skate Noftsinger, Director - Sports Marketing at adidas. “This partnership will set the foundation for the future of the sport in North America, and adidas could not be happier to continue playing a central role”.
As a result of their partnership with Leagues Cup, adidas will provide programmatic support to Leagues Cup, including official Leagues Cup adidas soccer balls for all tournament matches and trainings as well as youth kits for the player mascot program, an opportunity for young soccer fans to enter the field with their idols and participate in the pre-game ceremony.
"adidas has been synonymous with Major League Soccer since the League’s inception in 1996, and we are so pleased to create another chapter in our storied history together,” said Carter Ladd, EVP of Soccer United Marketing (SUM). “As the inaugural Leagues Cup 2023 will be a special experience for fans in this region of the world, it’s a privilege to have adidas with us on this journey who share the same dedication to continuing to drive the sport of soccer forward.”
Leagues Cup is part of the evolution of the successful partnership between MLS and LIGA MX that launched in 2018. The partnership is rooted in on-field rivalry but connected by a true spirit of collaboration off the field, with a focus on sharing best practices, growing the beautiful game in North America, and being a force for positive change in the communities of both leagues.
Soccer United Marketing (SUM), the commercial arm of MLS, supported Leagues Cup and tournament organizers in the delivery of this important partnership.