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New League, New Market And New Sponsorship: An Exploratory Study Of Attitudes Towards Shirt Sponsorship In Major League Soccer, Ric Jensen, Nick Bowman, Yawei Wang, Brian Larson
New League, New Market And New Sponsorship: An Exploratory Study Of Attitudes Towards Shirt Sponsorship In Major League Soccer, Ric Jensen, Nick Bowman, Yawei Wang, Brian Larson
Department of Hospitality and Tourism Faculty Scholarship and Creative Works
In 2007, Major League Soccer (MLS) became the first major professional sports league in the USA to allow individual franchises to sell advertising space on their game jerseys. While these shirt sponsorships are considered the norm in international soccer, in the US game uniforms are considered 'sacred space' free from the increasingly commercialized American sports landscape. Team owners and sports writers have given their opinions - the former arguing they are a necessity for increasing revenue, the latter arguing they represent a dangerous commoditization of sports - yet, little attention has been paid to the opinions of sports fans. To …