Keeping It Real (Estate): MLS, Century 21 Sign Multi-Year, Multi-Platform Alliance
Tuesday, February 11, 2025 at 04:51PM By Barry Janoff
February 11, 2025: In an alliance easily being called the “Deal of the Century,” Major League Soccer has signed a deal naming Century 21 the league’s “official real estate services partner.”
Century 21 also becomes the official real estate services partner for the MLS All-Star Game and MLS Cup presented by Audi and an official partner of MLS NEXT Pro.
Financial terms of the multi-year pact were not disclosed.
MLS, entering its 30th season, and Century 21 said the “strategic collaboration not only celebrates the growth of soccer in the region but also creates powerful opportunities for both brands to engage with fans and communities across the country.”
"One of our core missions as a brand is to create impactful connections with the communities agents affiliated with the Century 21 brand serve every day,” Tori Keichinger, vp-head of marketing, said via Century 21.
“This collaboration allows us to connect directly with the diverse and passionate MLS fanbase to enhance our brand's visibility and loyalty and further solidify the Century 21 brand's position as the most respected and the most recognized name in real estate.”
The Century 21 brand will integrate into national broadcasts on MLS Season Pass, produce in-stadium promotions and have an on-site presence at the league's milestone events.
There will also be “an extensive series of activations for the Century 21 brand throughout the season, including premium ticket and hospitality opportunities at MLS matches across North America.”
The partnership with MLS will serve as the first broad scale media launch of the Century 21 brand's "Joy of Home" campaign, launched in November 2024.
MLS said it would collaborate with the brand on developing digital and out-of-home marketing campaigns and on-site experiences “to not only drive franchise and brokerage expansion but inspire pride and accomplishment amongst the Century 21 brand's talented network of independent real estate agents.”
"As we look ahead to our 30th season we are thrilled to welcome Century 21 Real Estate to the Major League Soccer family," Greg Millard, MLS svp-brand alliances, said via the league.
"MLS is driven by the unmatched enthusiasm that fuels every game and every fan experience, and together with the Century 21 brand, we'll engage with fans in ways that directly support its network of agents across the country."
According to Keichinger, “Whether engaging with their local MLS teams or getting involved with their own community soccer clubs, Century 21 franchisees will be able to build valuable relationships to help build their businesses."
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