Beats and Major League Soccer (MLS) struck a multi-year deal Monday to make the Apple headphones subidiary the official consumer audio products partner of the league. That will include eight custom-branded Beats headphones for MLS teams delivered initially. Headphones for the other 22 clubs will follow.
“We are extremely excited to join forces with the MLS, one of the fastest growing and most dynamic sports leagues in the world,” said Chris Thorne, Beats CMO. “Beats will be working closely with the MLS clubs and top players to deliver amazing experiences throughout the upcoming season.”
Beats teams up with MLS on soccer-club-branded headphones
MLS’ press materials said Beats would produce custom headphones for eight teams to start. Those are Atlanta United, Columbus Crew, Inter Miami, LAFC, Nashville SC, NYCFC, St. Louis City SC and Toronto FC. And more team-branded headphones will follow throughout the partnership.
It appears to be a pure marketing play, rather than a headphones-sales-to-the-public play. At any rate, press materials on Beats headphones for MLS teams made no mention of team-branded headphones going on sale to the public. Though that could change in the future.
Instead, MLS said:
MLS players will also be featured in Beats’ brand marketing campaigns that will be amplified on both Beats and MLS’ platforms. The partnership will highlight the unique intersection between music and sports with players having the opportunity to wear Beats headphones and earphones on the pitch pre- and post-match.
Growth for Beats and MLS
In striking up a deal for Beats headphones for MLS clubs, it appears MLS sees Beats as an important driver of culture that could help the fast-growing league.
“Major League Soccer is proud to partner with Beats, a global culture driver, during this period of growth for our League and our sport in North America,” said Camilo Durana, MLS EVP Apple Partnership, Properties and Events.
“Music inspires our players, our supporters, and our communities,” he continued. “We’re excited to work alongside Beats and its premium products to strengthen the connection between sound, expression, and the world’s game.”
Watch MLS Season Pass on Apple TV app
The 29th MLS season kicks off on Feb. 21. It’s the second season of MLS Season Pass on Apple TV and for Leagues Cup and Copa America in 2024. It also covers Concacaf Gold Cup and FIFA Club World Cup slated for 2025. And the FIFA World Cup comes to the U.S., Canada and Mexico in 2026.
Fans can enjoy all of the MLS action throughout the 2024 season on MLS Season Pass, 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, as well as on the web at tv.apple.com.
Subscriptions to MLS Season Pass on the Apple TV app are $14.99 per month during the season or $99 per season. Apple TV+ subscribers can sign up for $12.99 per month or $79 per season.
Source: Major League Soccer and Apple
