Apple's Beats has become the official consumer audio products partner of MLS, with the personal audio company producing exclusive custom Beats headphones for eight teams.
Custom MLS-branded Beats headphones
The global agreement, announced on Monday, is a multi-year agreement that will see Beats provide custom versions of Beats headphones created specifically for the teams.
Eight teams have been selected for the custom headphone treatment in 2024, including Atlanta United, Columbus Crew, Inter Miami, LAFC, Nashville SC, NYCFC, St. Louis City SC, and Toronto FC. Others will be added to the roster in the future.
As well as the custom headphones, MLS players will appear in Beats brand marketing campaigns, which both Beats and MLS will promote. Players will also wear the Beats headphones and earphones on the pitch before and after matches.
"For more than a decade, Beats headphones have been chosen by the world's top athletes to help them get game ready and heighten their focus, while also allowing them to show off their style and personality," said Beats Chief Marketing Officer Chris Thorne.
"We are extremely excited to join forces with the MLS, one of the fastest growing and most dynamic sports leagues in the world," Thorne continued. "Beats will be working closely with the MLS clubs and top players to deliver amazing experiences throughout the upcoming season."
Camilo Durana, MLS EVP of Apple Partnership, Properties, and Events added "Music inspires our players, our supporters, and our communities. We're excited to work alongside Beats and its premium products to strengthen the connection between sound, expression, and the world's game."
It is unclear if the custom headphones will ever be sold to consumers, but considering previous collaborations, it's possible that MLS-inspired designs could be released in the future.
The announcement arrives ahead of the start of the 2024 season, commencing on February 21. Apple TV also hosts the MLS Season Pass, which costs $99 for the entire season or $14.99 per month, with Apple TV+ subscribers paying $79 for the season.