Century 21 and Major League Soccer announced their partnership on Tuesday. MLS fans will be able to watch Century 21 ads and commercials at Key League events, leading up to the 2026 FIFA World Cup.
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More than two months after the launch of the “Joy of Home” campaign, Century 21 has recorded another marketing victory as the new official real estate service partner for Major League Soccer (MLS). The three-year partnership includes premium tickets and hospitality opportunities along with prime time prints and broadcast ads during major MLS games and events, including the 2025 FIFA Club World Cup and the 2026 FIFA World Cup in the US, Canada and Mexico. It’s there.
Tori Kechinger
“We are thrilled to launch this partnership with major league soccer,” C21 Vice President and Head of Marketing Tori Kechinger said in a prepared statement. Our agents provide daily services. ”
“This collaboration allows us to connect directly with a diverse and passionate MLS fanbase to increase brand visibility and loyalty and further strengthen our position as America’s most respected and recognized real estate brand “I’ll do that,” she added.
In addition to prime ads at MLS Stadium and TV matches, the partnership will allow Century 21 to leverage MLS branding and player similarities in future advertising campaigns. C21 said the partnership supports the brand’s presence at the local level and encourages franchisees to join football clubs in the market.
“Soccer is truly a community sport,” Keichinger told Inman. “It will be difficult to find US towns and cities that do not have a soccer field as a core component of the community. So this is fun for these community games to connect with future buyers and sellers. I think it’s the way.”
The securities company’s “The Joy of Home” campaign will make its wide-ranging debut in the opening game of the MLS season on February 22nd. The campaign launched in November with a Times Square sign and a one-minute commercial that reflected the joyous moments that came with possession. house. Keichinger said the ads will connect with MLS fans as the backyard is likely the first football field.
“Sports is a core element of the American family room, right? We’re all coming together to be passionate fans after seeing these games,” she said. “As we think about this partnership, yes, we are partners in Major League Soccer. But we are also partners with backyard legends. You know, dribbling a soccer ball in your backyard, Little kids dream of becoming that big athlete one day.”
The brokerage also said the MLS partnership is an invaluable opportunity to deepen relationships with the Hispanic community, which make up more than 30% of the MLS fandom. C21 has long supported Hispanic communities through initiatives to increase homeownership by reducing language barriers and increasing the cultural capabilities of agents to serve these groups.
The brand also has several programs aimed at Hispanic real estate professionals who are looking to build leadership skills and become broker owners.
“We see this as a way to connect with the next generation of home buyers and sellers,” Keichinger said of the young demographics of MLS. “It’s also a way to position yourself in the Hispanic real estate market. This is the core area of growth that we expect to grow over the next few years, and we are the first for Hispanic consumers in the real estate industry. I want to be an option.”
Greg Millard, senior MLS VP at brand Alliances, said the league is excited to connect with the real estate industry and leverage the C21 brand to reach fans in new ways.
“As we look forward to our 30th season, we are excited to welcome the Century 21 real estate to the major league soccer family,” he said. “MLS is driven by an unparalleled enthusiasm to promote any game and every fan experience, and, together with the Century 21 brand, interacts with fans in a way that directly supports a network of agents across the country.”
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