The growth and expansion of Major League Soccer (MLS) go beyond what happens on the pitch. In a strategic move aimed at elevating the global profile of the competition and deepening fan engagement, MLS has acquired a stake in OneFootball, a Germany-based digital media platform focused on football. This investment comes at a crucial time for MLS as the league continues to capitalize on its increasing international appeal while fostering innovation within the sports technology industry.

The partnership with OneFootball marks an important milestone in MLS’s broader mission to expand its global presence. By acquiring a stake in the German company, the league will provide fans with access to MLS, MLS Next Pro, and MLS Next content via OneFootball’s web, mobile, and TV platforms. This collaboration allows the league’s content to reach a wider global audience, helping to boost visibility beyond the existing streaming deal with Apple. The partnership complements the exclusive ten-year, $2.5 billion deal with the American tech giant, which provides access to live MLS games but has faced some challenges in maximizing the league’s exposure, particularly at a time when its popularity skyrocketed in part due to Lionel Messi’s move to Inter Miami in 2023 after winning seven Ballon d'Or awards.

The new deal with OneFootball aims not only to enhance the distribution of MLS content but also to solidify the league’s position within the global football community. By joining OneFootball’s advisory board, MLS aligns itself with top European clubs like Real Madrid, FC Barcelona, and Arsenal, which have long been influential on the global stage. For MLS, this partnership represents an opportunity to engage with a younger audience increasingly reliant on digital platforms for sports consumption.

This collaboration aligns with OneFootball’s mission to empower football content creators to connect directly with fans, offering an open technological space where live scores, stats, and free video content coexist with monetization strategies such as advertising, e-commerce, and pay-per-view streaming. By establishing a presence in this network, MLS not only expands its reach but also diversifies its content distribution methods, ensuring that fans worldwide can interact with the league in more dynamic ways.

Alongside the OneFootball deal, MLS has also reinforced its commitment to sports technology through its MLS Innovation Lab acceleration program. This initiative welcomes six new startups, all focused on key technological priorities such as fan engagement, player performance, and media innovation. These companies will work closely with MLS throughout the 2025 season, having the opportunity to test their products and ideas in a real-world environment. The startups include cutting-edge firms such as Edge Sound Research, Oliver Sports, Soccerment, Sportlight, Lupu, and Wicket, each offering unique solutions for the sports industry, ranging from immersive audio to AI-powered player performance tracking.

The success of the first year of the MLS Innovation Lab has raised expectations for this second cohort. By promoting innovation in areas like performance technology, artificial intelligence, and fan engagement, MLS is positioning itself as a leader in integrating technology into sports. This is particularly important at a time when sports leagues must constantly evolve to meet the demands of modern fans, who increasingly seek more personalized and immersive experiences.

The combination of MLS’s strategic investment in OneFootball and the growth of its Innovation Lab underscores the league’s commitment both to global brand expansion and to taking significant steps forward in sports through technology. As MLS continues to strengthen its position in the global football landscape, these moves will undoubtedly play a critical role in shaping its future. By reaching new audiences, engaging tech-savvy fans, and driving innovation within the game, MLS is laying the groundwork for sustained growth in the coming years, especially as North America prepares to host the FIFA World Cup in 2026. The league’s vision of combining media expansion with technological advancement could very well serve as a model for other leagues, ensuring the continued rise of football both in the U.S. and globally.