Win against selected Atlanta United, Columbus Crew, Inter Miami, LAFC, Nashville SC, NYCFC, St. Louis City SC, Toronto FCBeat/MLS
Apple-owned consumer audio brand Beats by Dr. Dre will manufacture custom headphones for players at eight MLS clubs this season as part of a new global marketing partnership with the league. Financial terms of the four-year deal were not disclosed, but both parties confirmed it is in addition to the league's 10-year, $2.5 billion media partnership with Apple. The deal makes Beats the league's official consumer audio product partner, a designation previously held by JLab Audio.
Beats has selected eight clubs to receive hand-painted headphones in 2024: Atlanta United, Columbus Crew, Inter Miami, LAFC, Nashville SC, NYCFC, St. Louis City SC, and Toronto FC. Other clubs will likely follow suit through partnerships. More than a CMO chris thorne The brand said it has recently stepped up its efforts in the soccer field, including a partnership with Manchester City F. erling haalandto resonate with the sport's younger fan base.
“What we love is that many of our fans seem to be the young Gen Z audience that Beats has forever resonated with since its inception,” Thorne said. “A big focus for us over the past few years has been how to stay young, create great products that our audiences love, and how to connect with them.”
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MLS Executive Vice President / Apple Partnerships, Properties and Events Camilo Durana He said the partnership with Beats is a natural extension of some of the work the two companies are already doing with Apple Music, such as themed playlists. He believes that highlighting the connection between soccer and music deepens the connection between fans and their favorite players and teams.
“By allowing our players to wear Beats on the field as they warm up for a game or go through their routines, we started thinking big, connecting the dots between that visual and creating a “We can share our playlists with our fans and tell more stories about where our players played, where they came from and why they choose certain music,” Camilo said.
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Beats also plans to announce partnerships with multiple MLS players this year. Thorne did not say whether Lionel Messi was included in that group, but the brand received a lot of attention last season when the Inter Miami star gifted his new teammates with custom Beats headphones. He pointed out that he had collected.
“We had more requests for those headphones than any other headphone we've ever made,” Thorne said.
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