MLS Taps Chime as All-Star Game Presenting Sponsor, A New Chapter in Soccer Partnerships
Introduction
Major League Soccer has signed Chime as the presenting sponsor of its annual All-Star Game, filling the gap left by Target’s departure after 2024. This marks Chime’s first major partnership in professional soccer and represents a significant step in the league’s growing commercial appeal, particularly ahead of the 2026 FIFA World Cup on home soil.
About the Chime–MLS Partnership
The multiyear deal designates Chime as MLS’s official retail banking, credit card, and debit card partner in the U.S., and as the presenting sponsor of the 2026 MLS All-Star Game at Bank of America Stadium in Charlotte on July 29.
Key elements of the partnership include:
Premier event visibility: Chime receives prominent exposure across All-Star Week activations, stadium signage, and broadcast coverage.
Season-long integration: The brand is integrated across live MLS events, fan activations, and digital platforms.
Engaging content creation: MLS will produce Chime-branded stories and content highlighting behind-the-scenes personalities and player journeys.
In-stadium fan experiences: On-site activations offer interactive engagement for supporters throughout the season and at major events.
This partnership reflects MLS’s momentum as a commercial property and highlights how brands are strategically using sports sponsorships to create meaningful fan interactions and cultural relevance.
How Concierge Live Helps Maximize Hospitality & Partner Engagement
As sponsorship deals become more integrated and experiential, the organizations tasked with managing premium access and hospitality inventory require systems that support strategic execution, not just distribution.
Strategic Inventory Alignment
Concierge Live helps teams map premium seats, VIP experiences, and event access to your organization’s strategic priorities, whether that’s client engagement, partner cultivation, or employee recognition.
Tailored Audience Access Control
Our platform allows you to control who sees what inventory and when, ensuring the right audiences, internal and external, are matched with appropriate experiences.
Integrated Engagement Data
Track hospitality usage alongside CRM and engagement systems to understand how access contributes to long-term relationships and business outcomes.
Outcome-Focused Reporting
Generate custom and automated reports that show not just attendance, but measurable engagement and outcomes, giving teams the visibility they need to demonstrate value.
Modern sponsorship success isn’t just about securing rights, it’s about activating those rights in ways that resonate with audiences and deliver measurable value.
