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Major League Soccer to Sell Ads on Jersey Fronts

Major League Soccer will be the first American major team sports league to sell advertising space on the fronts of players’ jerseys.

No major league sports team, aside from Nascar, allows prominent advertising on team jerseys in the U.S., though Major League Baseball and the National Football League allow apparel makers to display their logos on team uniforms, writes the Wall Street Journal (via the Pittsburgh Post Gazette). Prominent advertising on jerseys is a common practice in Europe, Asia and Latin America.

Since 1996, when the league began, advertising has been sold on the backs of soccer players’ jerseys and on their shorts. Sierra Mist, Budweiser, Honda and RadioShack currently hold such positions. Those rights were purchased as part of broader sponsorship deals, whereas the fronts of the jerseys can be sold separately.

U.S. soccer clubs will be able to sell their own jersey rights and keep most of the revenue. This marks a change for the league which in the past has worked through a central office and pooled sponsorship dollars.

MLS has placed a $500,000 minimum a year for uniform sponsors, and the league itself will collect a flat fee of about $200,000. The league will not allow hard liquor or internet casinos to advertise on uniforms.

No advertiser has come onboard yet, but the Los Angeles Galaxy club is in discussions for a “multimillion dollar” deal, say people close to the situation, according to the article.

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