dmg world media reported that Major League Soccer (MLS) has endorsed the new SGMA Sports Licensing Show. In addition, the league has become an Official League Partner of the show.

Stuart Crystal, vice president of marketing and consumer products for MLS, jumped on board as soon as the partnership was presented. “The SGMA Sports Licensing Show should a great meeting place for the industry and give licensees an opportunity to efficiently expand distribution of their products,” he said.

Official League Partners will occupy a specially designed and league-branded 20 x 20 foot suite in the heart of the Sports Licensing show floor. Show marketing will include the logos of Partner Leagues, and retailers will be encouraged to visit the stations for marketing materials or to relax in one of the lounge areas. Discussions with other leagues are ongoing.

“We’re pleased to have MLS’s endorsement of the show,” said Lori Kisner, vice president of dmg world media. “The MLS understands the value of face-to-face interaction with the industry, and its presence and support will help us further build the Sports Licensing Show.”