Like MLS, the brands see an opportunity to not only connect with a growing base of North American soccer fans, but to play a part in the growth of the sport itself within the region.
“There might be no other place in the world that we’ve believed in more than the potential that the US and Canada have when it comes to soccer,” said Zola Short, senior director of soccer sports marketing at Adidas. “We’ve been partners with [MLS] for over 30 years in one way, shape, or form, so this is just kind of an amazing continuation of our overall love of the game, and investment in the game just as a brand, and then our belief in this market and the opportunity that we all have to grow an incredibly beautiful game here, celebrate the culture around the game, celebrate the sport itself and expand its reach.”
Preparing the pitch
In 2003, The Home Depot was named the “Official Home Improvement Sponsor” of the FederaciĂłn Mexicana de FĂştbol (FMF) and the Mexican National Team—a deal it extended in 2023. When the Los Angeles Galaxy opened its home stadium in Carson, Calif., and later brought in David Beckham, the then-Home Depot Center provided his host ground.Â
In 2008, it joined Major League Soccer as its “Official Home Improvement Retailer,” renewing that deal in 2023 as well. The Home Depot joined Atlanta’s host committee for the 2026 World Cup last year, but when FIFA announced that The Home Depot would be the “Official Home Improvement Retailer” for the World Cup, the company followed it up by announcing a partnership with US Soccer to build a training center for its national teams named after founder Arthur Blank—who also owns MLS Club Atlanta FC.
The Home Depot