Major League Soccer (MLS) is set to become the second professional sports league in North America to allow its teams to sign international sponsorship deals, according to Sports Business Journal (SBJ), reports, www.sportspromedia.com/.
The industry outlet reports that the 'beta programme' was approved by MLS's board of governors in December, allowing franchises in the top-tier soccer league to sell international sponsorship rights outside of the US and Canada from the upcoming 2020 season.
SBJ's report noted that franchises will not be able to sign global marketing deals with gambling or sports betting companies, despite the fact that MLS last year relaxed guidelines preventing its teams from selling shirt sponsorships to betting firms.
Other restrictions reportedly specify that MLS clubs cannot sign international deals with brands that are competitive with existing MLS sponsors, although there are no constraints in place regarding markets or territories.