Major League Soccer (MLS) is 'actively selling' sponsorship inventory for the match breaks created by video assistant referee (VAR) technology, according to league executive Carter Ladd, reports, www.sportspromedia.com/.

The North American soccer league's senior vice president of business development, confirmed to the Sports Business Journal (SBJ) that MLS is engaged in a "couple of ongoing conversations" with companies interested in sponsoring VAR, which was introduced to the league in 2017.

The SBJ's report added that one in three MLS matches this season have involved a VAR review, which is intended to correct clear and obvious errors made by the on-field officials relating to major moments such as goals, penalties and red cards.

MLS also told the SBJ that a potential VAR sponsorship could see a brand be on screen for the entire length of a review, while the company could also get mentioned by broadcasters.

"There's very, very few opportunities where a brand can become part of the fabric of the sport in a meaningful way," said Ladd of a potential VAR sponsorship, speaking to the SBJ.

He added: "If there's going to be some sort of product integration [with VAR], it's got to be authentic. It's got to be endemic."