Century 21 Real Estate and Major League Soccer Announce Multiyear Partnership in the U.S.

By: Century 21 | 0 Shares 179 Reads

February 11, 2025 // Franchising.com // NEW YORK – Major League Soccer (MLS) and Century 21 Real Estate LLC today announced a new multiyear partnership.

As the league kicks off its 30th season and the momentum behind soccer in North America continues to build, the CENTURY 21® brand will serve as the Official Real Estate Services Partner of MLS, the MLS All-Star Game, and MLS Cup presented by Audi. This strategic collaboration not only celebrates the growth of soccer in the region but also creates powerful opportunities for both brands to engage with fans and communities across the country.

Starting in 2025, the CENTURY 21 brand will integrate into national broadcasts on MLS Season Pass, produce in-stadium promotions and will also have an on-site presence at the League’s milestone events. In addition, this multiyear agreement features an extensive series of activations for the CENTURY 21 brand throughout the season, including premium ticket and hospitality opportunities at MLS matches across North America.

“We are thrilled to kick off this partnership with Major League Soccer,” says Tori Keichinger, VP, Head of Marketing, Century 21 Real Estate, LLC. “One of our core missions as a brand is to create impactful connections with the communities agents affiliated with the CENTURY 21 brand serve every day. This collaboration allows us to connect directly with the diverse and passionate MLS fanbase to enhance our brand's visibility and loyalty and further solidify the CENTURY 21 brand’s position as the most respected and the most recognized name in real estate*. Whether engaging with their local MLS teams or getting involved with their own community soccer clubs, CENTURY 21 franchisees will be able to build valuable relationships to help build their businesses.”

The partnership with MLS will serve as the first broad scale media launch of the CENTURY 21 brand’s “Joy of Home” campaign, launched in November 2024. This collaboration will give the CENTURY 21 brand the platform to connect with MLS’ engaged fanbase, helping to fuel business opportunities for the thousands of real estate agents affiliated with the global brand. MLS will also collaborate with the brand on developing digital and out-of-home marketing campaigns and exciting on-site experiences to not only drive franchise and brokerage expansion but inspire pride and accomplishment amongst the CENTURY 21 brand’s talented network of independent real estate agents.

"As we look ahead to our 30th season we are thrilled to welcome Century 21 Real Estate to the Major League Soccer family,” said Greg Millard, MLS SVP, Brand Alliances. “MLS is driven by the unmatched enthusiasm that fuels every game and every fan experience, and together with the CENTURY 21 brand, we’ll engage with fans in ways that directly support its network of agents across the country."

Through this agreement, Century 21 Real Estate also becomes an official partner of MLS NEXT Pro, the professional men’s soccer league in the U.S. and Canada that completes the pro player pathway to MLS first teams.

The announcement between MLS and Century 21 Real Estate arrives during a period of great momentum behind the sport of soccer in North America. As MLS prepares to kick off its 30th season on Feb. 22, as well as its third season of MLS Season Pass on Apple TV, the U.S. is also preparing to host the Concacaf Gold Cup and FIFA Club World Cup taking place in 2025, as well as the FIFA World Cup across the U.S., Canada and Mexico in 2026.

Coming off a record-setting season in attendance, merchandise sales, and social media engagement, MLS continues to experience growth at unprecedented levels. Corporate sponsorships and revenue are reaching new heights, with MLS and Soccer United Marketing (SUM) experiencing mid double-digit growth in both property and club sponsorships entering the 2025 season.

SOURCE Century 21 Real Estate LLC

###