• by Tanya Gazdik , February 19, 2024

The popular audio brand Beats by Dr. Dre is partnering with Major League Soccer in a global agreement that designates Beats as the league’s official consumer audio products partner.

As part of the multiyear agreement, MLS clubs will receive custom Beats headphones exclusively created for the teams. For 2024, Beats has selected eight teams to produce custom headphones for -- Atlanta United, Columbus Crew, Inter Miami, LAFC, Nashville SC, NYCFC, St. Louis City SC, and Toronto FC -- with more to follow throughout the partnership. 

MLS players will be featured in Beats’ brand marketing campaigns, which will be amplified on both Beats and MLS’ platforms. 

The partnership will highlight the unique intersection between music and sports with players having the opportunity to wear Beats headphones and earphones on the pitch pre- and post-match.   

“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,” says Chris Thorne, Beats’ CMO, in a release.

Beats is a global culture driver, says Camilo Durana, MLS executive vice president, Apple partnership, properties and events.

“Music inspires our players, our supporters, and our communities,” Durana says in a release, adding that the partnership will “strengthen the connection between sound, expression, and the world's game.” 

There is currently increased interest in soccer in North America. Among the upcoming events: MLS’ 29th season kicking off  Feb. 21; the second season of MLS Season Pass on Apple TV;  the second season of Leagues Cup and Copa America taking place in 2024; the Concacaf Gold Cup and FIFA Club World Cup slated for 2025; and the FIFA World Cup coming to the U.S., Canada and Mexico in 2026.