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FC Dallas seeks new jersey sponsor as AdvoCare moves to become sleeve sponsor

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Major League Soccer’s FC Dallas is looking for a new main jersey sponsor after it was announced that current partner AdvoCare will become the team’s inaugural sleeve-patch partner in 2021.

A new agreement has been signed with the Texas-based dietary supplement company through 2023. Terms were not disclosed. The reasons for the switch have not been revealed.

As part of the deal, AdvoCare will continue to serve as the exclusive sports performance nutrition partner of FC Dallas and be included in activations throughout the Dallas/Fort Worth market. AdvoCare products and branding will be on the sidelines on matchdays and integrated into FC Dallas’ broadcast, digital and social media platforms.

Advocare, which has been FC Dallas’ main jersey partner since 2012, will also continue to partner FC Dallas’s USL League One affiliate team North Texas SC as well as its youth teams.

According to MLS regulations, teams are only allowed to have sleeve sponsors if they have primary jersey partners. This puts real pressure on FC Dallas to secure a main jersey sponsor for next season.

MLS has allowed right-sleeve sponsors starting this season. Among the teams that have already signed up to the initiative are Atlanta United, LAFC, DC United, Sporting Kansas City, and Toronto FC.

The league is expected to allow its teams to sell sponsorship patches on shorts this year and is exploring left-sleeve patches in an attempt to offset the devastating financial losses of the global Covid-19 pandemic.