Major League Soccer is on a roll. Last season, the league set new highs in TV viewership, average ticket price and social audience. Prospective team owners are clamoring for a share of the league even at a $200 million expansion fee, and brands have been shelling out to associate with the ascending league. In 2017, Adidas agreed to pony up $117 million per year for its apparel deal, and in the few years since, MLS has added or renewed deals with the likes of Audi, Heineken, MGM Resorts, Home Depot and meditation app Headspace.
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