On February 11th, CENTURY 21® announced an exciting move—collaborating with Major League Soccer (MLS) to serve as the league's Official Real Estate Services Partner. As soccer’s momentum continues to grow in North America, this partnership aligns the CENTURY 21® brand with one of the fastest-expanding sports leagues in the U.S.
A Strategic Connection
C21's choice in partnership was no accident—MLS fans represent a key demographic for the real estate market. Studies show that they're more likely to buy or sell a home within the next year than fans of any other major league sport.
The brand's goal to appeal to a broad, diverse consumer base benefits from MLS's balanced male-to-female viewership ratio. Plus, the partnership stands to strengthen C21's presence among a rapidly-growing Hispanic market.
Expanding Reach Through Local Engagement
Beyond national awareness, the partnerships opens doors for local engagement with the C21 brand. From youth soccer sponsorships to branded signage at neighborhood fields, VP Tori Keichinger imagines tapping into the passion surrounding the sport to connect with potential buyers and sellers in an even more meaningful way.
Fans cheer on St. Louis FC—a club which sold out every game of the 2023 season
Elevating the Brand for 2025
This strategic partnership follows the brand's far-reaching campaign titled The Joy of Home, and represents a doubling down on its efforts to stay top-of-mind for homebuyers and sellers. It's simply the next step in reaffirming C21's commitment to being a brand that captures the best parts of homebuying and truly serves everyone.
