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Century 21 Real Estate & Major League Soccer Partnership

In a significant development for soccer in North America, Major League Soccer (MLS) and Century 21 Real Estate LLC have announced a new multiyear partnership that promises to bolster community engagement and enhance the visibility of both brands. This initiative is particularly noteworthy as it coincides with the 30th season of MLS, a milestone celebrated in the league's history.

Starting in 2025, Century 21 will officially become the Real Estate Services Partner for MLS, engaging fans through various channels including stadium promotions, national broadcasts, and participation in significant league events like the MLS All-Star Game and MLS Cup. This partnership not only represents a strategic opportunity for MLS to tap into the expansive network of Century 21's real estate professionals but also ensures an integrated approach to marketing that resonates with fans.

As soccer continues to grow in popularity across the United States and Canada—and with the upcoming Concacaf Gold Cup and FIFA Club World Cup on the horizon—MLS is poised to capitalize on this momentum. The agreement is a testament to the growing interest in soccer at the professional level, bolstered by increased attendance, robust merchandise sales, and active social media engagement.

Tori Keichinger, VP and Head of Marketing at Century 21, expressed enthusiasm for the partnership, stating, "Our core mission is to create impactful connections with the communities served by our agents. This collaboration enables us to interact directly with the vibrant MLS fanbase, thus boosting our brand's visibility and loyalty."

The Impact of the Partnership

The partnership aims to provide fans with engaging experiences both on and off the field. The 'Joy of Home' campaign, which was launched in November 2024, will serve as a platform for the Century 21 brand to connect with the MLS audience through marketing campaigns, digital initiatives, and interactive events. Additionally, franchisees of Century 21 will gain valuable opportunities to strengthen their local ties to soccer, thereby enhancing their business prospects.

MLS is committed to reaching its fanbase through innovative methods, and the collaboration with Century 21 serves as a vital component of this strategy. The partnership is structured to facilitate numerous activations throughout the MLS season, including exclusive hospitality experiences at matches, which will ultimately benefit the real estate agents associated with Century 21.

Greg Millard, MLS SVP of Brand Alliances, mentioned, "MLS thrives on the unparalleled enthusiasm every game generates, and our partnership with Century 21 will allow us to engage fans in new and exciting ways, while simultaneously supporting the agents throughout the country."

Looking Ahead

As both Century 21 and MLS prepare for a future filled with possibilities, the synergy between the two brands is anticipated to yield fruitful results. The season will kick off with engaging events and promotions that promise to elevate the fan experience and community interaction. This is particularly timely, given the league's record-setting attendance and corporate sponsorship growth.

With exciting soccer events approaching, and the league stepping into a grand milestone, this partnership stands to significantly reshape the landscape of both MLS and Century 21, fortifying their positions as leaders in their respective fields. Stakeholders and fans alike can expect to see how this collaboration unfolds and strengthens their connection to the game.