Century 21 and Main League Soccer introduced the partnership on Tuesday. MLS followers will see Century 21 advertisements and commercials at key league occasions, main as much as the 2026 FIFA World Cup.
Flip up the amount in your actual property success at Inman On Tour: Nashville! Join with business trailblazers and top-tier audio system to realize highly effective insights, cutting-edge methods, and invaluable connections. Elevate what you are promoting and obtain your boldest targets — all with Music Metropolis magic. Register now.
Greater than two months after the launch of its “Joy of Home” marketing campaign, Century 21 has scored one other advertising win as the brand new official actual property companies companion for Main League Soccer (MLS). The three-year partnership consists of premium ticket and hospitality alternatives alongside primetime print and broadcast promoting throughout key MLS video games and occasions, such because the 2025 FIFA Membership World Cup and the 2026 FIFA World Cup within the U.S., Canada and Mexico.
Tori Keichinger
“We are thrilled to kick off this partnership with Major League Soccer,” stated Tori Keichinger, C21 vice chairman and head of selling, in a ready assertion.“One of our core missions as a brand is to create impactful connections with the communities our agents serve every day.”
“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 our position as America’s most respected and recognized real estate brand,” she added.
Along with prime promoting in MLS stadiums and TV matches, the partnership permits Century 21 to leverage MLS branding and participant likenesses in future promoting campaigns. C21 stated the partnership will even buoy the model’s presence on the native stage, and so they encourage franchisees to become involved with soccer golf equipment of their markets.
“Soccer is really a community sport,” Keichinger advised Inman. “You’d be hard-pressed to find any town or city in the U.S. that doesn’t have a soccer field as a core element of its community. So we think this is a fun way for agents on the sidelines of those community games to connect with future buyers and sellers.”
The brokerage’s “The Joy of Home” marketing campaign will make its broad debut throughout the MLS season opener on Feb. 22. The marketing campaign launched in November with a pair of Instances Sq. billboards and a one-minute business reflecting the joyful moments that include proudly owning a house. Keichinger stated the advertisements will join with MLS followers, as their backyards have been possible their first soccer discipline.
“Sports is a core element of America’s family room, right? It’s where we all sort of gather to watch these games and become passionate fans,” she stated. “As we’re thinking about this partnership, yes, we’re a partner of Major League Soccer. But we’re also, you know, partnering with backyard legends. You know, the little kids that are dribbling the soccer ball in their backyard and dreaming big dreams about being that big athlete one day.”
The brokerage additionally stated the MLS partnership is a useful alternative to deepen its relationship with the Hispanic group, which makes up greater than 30 % of MLS fandom. C21 has lengthy supported the Hispanic group by initiatives to extend homeownership charges by lowering language boundaries and rising the cultural competency of brokers serving these teams.
The model additionally has a number of applications for Hispanic actual property professionals seeking to construct their management expertise and turn into broker-owners.
“We’re kind of looking at this as a way to connect with the next generation of homebuyers and sellers,” Keichinger stated of the MLS’ youthful demographic. “It’s also a way to position ourselves in the Hispanic real estate market. It’s a core area of growth that’s expected to grow over the next couple of years, and we want to be the first choice for Hispanic consumers in the real estate industry.”
MLS Senior VP of Model Alliances Greg Millard stated the league is happy to attach with the actual property business and leverage C21’s model to succeed in followers in new methods.
“As we look ahead to our 30th season we are thrilled to welcome Century 21 Real Estate to the Major League Soccer family,” he stated. “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.”
