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Apple Beats Brand Teams Up with MLS for New Multi-Year Partnership

Apple's Beats brand is teaming up with Major League Soccer in a new multi-year partnership. In a press release, Beats says it has selected eight teams to produce custom headphones – Atlanta United, Columbus Crew, Inter Miami, LAFC, Nashville SC, NYCFC, St. Louis City SC and Toronto FC – with more to follow.

The MLS season begins on February 21, and fans will be able to watch every game through Apple's MLS Season Pass subscription service.

Beats says the agreement will also allow MLS players to participate in its marketing campaigns, highlighting the “intersection of music and sports.” 8221;

As part of the multi-year agreement, MLS clubs will receive special Beats headphones designed specifically for the teams. For 2024, Beats has selected eight teams to produce custom headphones – Atlanta United, Columbus Crew, Inter Miami, LAFC, Nashville SC, NYCFC, St. Louis City SC and Toronto FC – and other teams will develop as the partnership progresses. MLS players will also be featured in Beats marketing campaigns, which will be distributed across both Beats and MLS platforms. The partnership will highlight the unique intersection of music and sports, with players able to wear Beats headphones on the field before and after matches.

Apple's Camilo Durana, Apple's MLS executive vice president of partnerships, properties and events, announced the partnership in a statement:

“Major League Soccer is proud to partner with Beats, a global force for culture, during this period of growth for our League and our sport in North America. Music inspires our players, our fans and our communities. We're excited to work together with Beats and its premium products to strengthen the connection between sound, expression and global gaming.”

The full press release is below.

MAJOR FOOTBALL LEAGUE ANNOUNCED PARTNERSHIP WITH IMPORTANT AUDIO BRAND BEATS

NEW YORK, NY (February 19, 2024) – Major League Soccer (MLS) and Beats by Dr. Dre (Beats), the iconic audio brand, today announced a global agreement making Beats the official consumer audio partner of MLS.

As part of the multi-year agreement, MLS clubs will receive special Beats headphones designed specifically for the teams. For 2024, Beats has selected eight teams to produce custom headphones – Atlanta United, Columbus Crew, Inter Miami, LAFC, Nashville SC, NYCFC, St. Louis City SC and Toronto FC – and other teams will develop as the partnership progresses. MLS players will also be featured in Beats marketing campaigns, which will be distributed across both Beats and MLS platforms. The partnership will highlight the unique intersection of music and sports, with players able to wear Beats headphones on the field before and after matches.   

“For more than a decade, the world's best athletes have chosen Beats headphones to help them prepare for play and improve their focus, while also allowing them to showcase their style and personality,” said Chris Thorne, Beats chief marketing officer. “We are thrilled to join forces with MLS, one of the fastest growing and most dynamic sports leagues in the world. Beats will work closely with MLS clubs and top players to deliver amazing experiences throughout the upcoming season.”

“Major League Soccer is proud to partner with Beats, a global leader in culture, during this period of growth. for our league and our sport in North America,” said Camilo Durana, MLS Apple’s executive vice president of partnerships, real estate and events. “Music inspires our players, our fans and our communities. We're excited to work together with Beats and its premium products to strengthen the connection between sound, expression and the global game.” 

An announcement about the MLS-Beats collaboration will be made at some point. Unprecedented momentum for soccer in North America: MLS Season 29 kicks off on February 21, the second season of the MLS Season Pass on Apple TV, the second season of the Leagues Cup and the Copa America in 2024. , the Concacaf Gold Cup and the FIFA Club World Cup are scheduled for 2025, while the FIFA World Cup will be held in the United States, Canada and Mexico in 2026.

Fans will be able to enjoy all the MLS action throughout the 2024 season MLS Season Pass is available in more than 100 countries on billions of devices through the Apple TV app on Apple devices, smart TVs, streaming devices, set-top boxes and game consoles, and online on TV. apple.com.

 To learn more, visit MLSsoccer.com.

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