Major League Soccer’s Atlanta United has extended and expanded its deal with healthcare provider Piedmont Healthcare, which will become the team’s inaugural sleeve sponsor.
Piedmont Healthcare, which became the official adult healthcare partner of Atlanta United in 2018, will also become the main kit sponsor for the club’s United Soccer League Championship affiliate team Atlanta United 2.
Atlanta United has become just the second MLS team to gain a sleeve sponsor, a new piece of inventory for the league 2020, following LAFC’s deal struck with Target last year. Financial terms were not disclosed.
In addition, Piedmont Healthcare will receive increased exposure on match days through assets in stadium, on local television and radio broadcasts, as well as integration into Atlanta United’s social media platforms.
MLS announced its approval of sponsored sleeve patch sales on team uniforms in October 2018. The size of the sponsored sleeve patch will be roughly the same size as the existing MLS logo on the right jersey sleeve, roughly 2.5 x 2.5 inches. Those are also the same dimensions for the NBA’s highly successful jersey patch initiative.
MLS’s new initiative is a multi-year pilot program, and available only to those clubs that have already secured a primary jersey sponsor.
Earlier this week, Atlanta United owner Arthur Blank claimed that most MLS teams are profitable. Blank’s view on MLS’s financial status is effectively the opposite of league commissioner Don Garber, who has repeatedly said in the past year that most MLS teams are operating at a loss.