Major League Soccer and The Home Depot building the game together

Avatar
MLS and The Home Depot
Image credit: sockagphoto / Shutterstock.com

The Home Depot, a renowned retailer of home improvement products, and Major League Soccer (MLS) recently announced the extension of their multi-year partnership.

This renewed collaboration comes at an important time, as Major League Soccer prepares for its 28th season, the highly anticipated 2023 Leagues Cup, and the historic 2026 FIFA World Cup hosted on North American soil.

A shared commitment to attracting new fan bases in North America is reflected in the renewed partnership between Major League Soccer and The Home Depot. By leveraging MLS’s growing popularity and The Home Depot’s extensive customer base through engaging marketing initiatives and activations.

MLS EVP of Partnership Marketing, Jen Cramer spoke about the partnership via press release:

“The Home Depot continues to be an invaluable ally and Major League Soccer couldn’t be prouder to announce an extension of our partnership,” she said.

“The Home Depot’s longtime commitment to the sport has always allowed fans to engage with MLS through unique experiences and activations. We look forward to collaborating with The Home Depot for many years in connecting with consumers and soccer fans on a deeper level.”

In the process of addressing the gap between sports and home improvement, this partnership aims to give fans unique experiences that communicate to their interests off the field and recognises the potential of soccer to bring communities and people together through their shared passion for the game.

Senior Manager of Sports Marketing at The Home Depot, Heather Dade-Themelis, added via press release:

“The Home Depot is extremely proud to extend our partnership with Major League Soccer and continue to grow together, as we have for the last 15 years.

“As we witness this 28th season of MLS, we remain committed to the future of soccer in North America, and we are excited to show our support to its amazing fans and our loyal customers.”

Soccer’s development in North America has reached an exciting new turning point with the extension of the multi-year partnership between MLS and The Home Depot.

Soccer in North America will be shaped in the future by combining new fan segments, improving the fan experience, and capitalising on the excitement of upcoming events like the 2023 Leagues Cup and 2026 FIFA World Cup.

Leading brands like The Home Depot will continue to support and collaborate with soccer in North America in these ways.

Previous ArticleNext Article

GIS Sydney continues to connect students with Australia’s sports industry

Avatar
Image Credits: Global Institute of Sport

Following the launch of its Sydney campus in 2025, the Global Institute of Sport (GIS) is continuing to establish itself in the nation’s sports industry. A leading provider of degrees and executive education in sport, GIS provides students the chance to study at two of Australia’s biggest sporting venues: Allianz Stadium and the Sydney Cricket Ground (SCG).

Programs such as Sports Analytics and International Sports Business are delivered in collaboration with the University of Newcastle, and feature the chance for students to gain exclusive access to the sports industry.

More than 50 guest speakers have shared their experience with students studying at GIS Sydney, representing organisations like FIFA, Red Bull, Cricket Australia, and the AFL. While learning about the regional and national sports industry in the classroom, students have also had the chance to gain an international perspective through GIS’ signature Global Sports Summits, which have given Sydney students access to iconic sporting venues around the world from London to Miami.

Outside of the iconic venues students can call their classrooms, the organisation prioritises the real, industry placements needed to put theory into practice by providing each student with 140 hours of relevant work experience throughout their studies. Included in this are several sporting organisations who are keen to welcome GIS students on board, including the Professional Football Scouts Association (PFSA), Football Coaches Australia, and Basketball NSW.

GIS also has a partnership with popular network and app Yakka Sport to connect students with paid employment opportunities while they study.

Behind these advancements at the GIS Sydney campus is an Industry Advisory Board which features a host of experienced figures from the world of sport. Included in the Asia-Pacific branch is Chair James Rosengarten, GM of the Melbourne Renegades; Kevin Jang, Managing Director of CAA Stellar Korea; and Brad Lloyd, GM of the Carlton Football Club.

Since launching, GIS’ Sydney campus has ultimately combined its locations and industry connections to provide the next generation of sports professionals with the knowledge, network, and confidence to tackle the rapidly evolving sports industry.

Melbourne Victory partners with The Pass to expand fan experience

Avatar
Image Credit: Australian Professional Leagues

Melbourne Victory has added The Pass to its commercial portfolio, with the partnership designed to give supporters more ways to follow the club away from matchday.

The Pass becomes an ‘Associate Partner’ of Victory, while Hickens Hotel has been named the club’s ‘Official Away Game Venue Partner’. The arrangement will see the Russell Street venue host Victory watch parties and provide a dedicated gathering point for supporters during away fixtures.

The partnership also gives Victory supporters access to The Pass’ broader network of more than 200 venues around Australia, extending the relationship beyond a single location.

For Melbourne Victory, the deal forms part of a wider approach to creating commercial partnerships around the supporter experience rather than limiting sponsorship to traditional branding opportunities.

Hickens Hotel will host Victory fans for selected away matches, while The Pass will provide members with access to offers and experiences through its venue network.

The agreement also connects with Victory’s broader business community, with The Pass joining the club’s commercial network and creating potential opportunities for corporate engagement alongside its consumer-facing activity.

The partnership comes ahead of the 2026/27 A-League Men and Ninja A-League Women seasons, with Victory continuing to develop its commercial offering around both its membership base and matchday audience.

For The Pass, football provides a way to bring its network of hospitality venues into the supporter experience, giving fans a physical destination to watch matches when Victory is playing on the road.

The agreement reflects a broader trend across professional football, with clubs increasingly looking to partnerships that can provide tangible benefits to supporters while creating additional opportunities for commercial partners.

Most Popular Topics

Editor Picks

Send this to a friend