Century 21 will gain a presence through national broadcasts and on-site presence at the league’s milestone events. (MLS imagery)

North America’s Major League Soccer (MLS), has today announced a new sponsorship category after penning a new multi-year partnership with real estate agent Century 21.

The deal makes Century 21 the first-ever official real estate services partner of MLS, its All-Star Game, and the MLS Cup, while it will also serve as an official sponsor of the MLS Next Pro development league.

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The partnership will see the Century 21 brand gain a presence through national broadcasts on the MLS Season Pass service, and through in-stadium promotions, as well as having an on-site presence at the league’s milestone events.

MLS and Apple debuted the MLS Season Pass global streaming service on Apple TV in 2023.

MLS and Century 21 will also collaborate on digital and out-of-home marketing campaigns and on-site activations at matches including premium ticketing and hospitality opportunities.

Tori Keichinger, vice-president and head of marketing at Century 21, said: “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.

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“Whether engaging with their local MLS teams or getting involved with their community soccer clubs, Century 21 franchisees will be able to build valuable relationships to help build their businesses.”

The new deal comes after Century 21 and MLS worked to launch the media campaign ‘Joy of Home’ last November, connecting fans with the real estate agents connected to Century 21.

Century 21 has previously struck sponsorship deals with cycling’s Tour de France, governing body US Soccer, and golf’s Australian Open.

The 2025 season of the 30-team MLS kicks off on February 22.

Late last month, the league renewed its broadcast partnership with the heavyweight IMG agency, in a move that will expand its production output.