MLS to Introduce New Jersey Ads Midway Through 2026 Season

Clubs will be able to sell ad space on the lower back of jerseys, a significant expansion of branding opportunities.

Published on Mar. 2, 2026

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MLS chief revenue officer Carter Ladd has revealed that club kits will feature advertisements on the lower back of their jerseys for the first time later this season. The additional ad space will allow teams to open a new stream of revenue, potentially vital for clubs facing concerns about their futures, such as the Vancouver Whitecaps and San Jose Earthquakes. The move is part of what MLS commissioner Don Garber has called 'MLS 3.0,' which also includes new stadiums, a revamped player development system, and a shift to a fall-to-spring calendar.

Why it matters

The introduction of lower-back jersey ads is a significant expansion of branding opportunities for MLS clubs, mirroring a common trend in Mexico's Liga MX. This new revenue stream could be crucial for teams facing financial challenges, like the Whitecaps and Earthquakes. The change is also part of a broader modernization effort for MLS as it aims to align itself with Europe's top leagues.

The details

The new lower-back ad space will be the second largest on the kits, trailing only the front-of-shirt sponsor. Logos will have a maximum width of nine inches and a maximum height of four inches, potentially bringing in up to $1 million for some of the most valuable clubs. Outside of their primary club's kits in MLS, clubs will also be able to sell bottom-of-shirt sponsors for teams in MLS Next Pro.

  • The new jersey ads will be introduced following the 2026 MLS All-Star break.

The players

Carter Ladd

MLS chief revenue officer who revealed the new jersey ad plans.

Don Garber

Longtime MLS commissioner who has called the changes part of 'MLS 3.0.'

Vancouver Whitecaps

An MLS club currently dealing with the threat of relocation.

San Jose Earthquakes

An MLS club seeking an ownership restructuring.

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What they’re saying

“We feel like this is the right moment in time to unlock a new asset for our clubs to capture the attention coming out of the World Cup. The next era for our league is on the horizon.”

— Carter Ladd, MLS chief revenue officer (Sportico)

The takeaway

The introduction of lower-back jersey ads represents a significant expansion of branding opportunities for MLS clubs, potentially providing a crucial new revenue stream for teams facing financial challenges. This change is part of a broader modernization effort for the league as it aims to align itself with Europe's top soccer competitions.