Century 21 Real Estate and Major League Soccer Announce Multiyear Partnership in the U.S.

Rhea-AI Summary

Century 21 Real Estate, a subsidiary of Anywhere Real Estate Inc. (NYSE: HOUS), has announced a multiyear partnership with Major League Soccer (MLS) as the Official Real Estate Services Partner. Starting in 2025, Century 21 will integrate into national broadcasts on MLS Season Pass and produce in-stadium promotions.

The partnership coincides with MLS's 30th season and will serve as the first broad-scale media launch of Century 21's 'Joy of Home' campaign. The collaboration includes premium ticket opportunities, hospitality at MLS matches, and development of digital marketing campaigns. Century 21 will also partner with MLS NEXT Pro, the professional men's soccer league in the U.S. and Canada.

MLS is experiencing significant growth, with record-setting attendance, merchandise sales, and social media engagement. The league reports mid double-digit growth in both property and club sponsorships entering the 2025 season.

Positive

• Strategic partnership with MLS provides broad marketing exposure through national broadcasts and stadium presence
• Access to MLS's growing fanbase and record-setting engagement metrics
• Mid double-digit growth in property and club sponsorships for MLS entering 2025

Negative

• None.

Insights

Marketing Strategy Analyst

This strategic partnership between Century 21 and Major League Soccer represents a calculated move to tap into the rapidly growing soccer market in North America. The timing is particularly significant, coinciding with MLS's 30th season and preceding major events like the 2026 FIFA World Cup across North America.

The deal's value proposition is multifaceted: First, it provides Century 21 access to MLS's diverse and growing fanbase, which has shown record-setting engagement levels in attendance, merchandise sales and social media interaction. This aligns perfectly with real estate market demographics, as soccer fans typically represent key homebuying age groups and diverse communities.

The partnership's integration with the "Joy of Home" campaign launch demonstrates sophisticated marketing synchronization. By leveraging MLS's mid double-digit growth in sponsorships and expanding digital presence through MLS Season Pass on Apple TV, Century 21 positions itself to capture attention in a premium content environment. The timing with major upcoming soccer events (Gold Cup, FIFA Club World Cup, World Cup) creates a three-year runway of heightened visibility and engagement opportunities.

For Anywhere Real Estate Inc. (HOUS), this represents a strategic investment in brand visibility and market penetration. The partnership's focus on community engagement through local MLS teams and soccer clubs creates valuable touchpoints for Century 21's agents to build relationships in their markets. This grassroots approach, combined with national visibility, could drive significant business development opportunities across their network of approximately 11,100 offices.

NEW YORK, Feb. 11, 2025 /PRNewswire/ -- Major League Soccer (MLS) and Century 21 Real Estate LLC, a subsidiary of Anywhere Real Estate Inc. (NYSE: HOUS), today announced a new multiyear partnership.

*Media assets can be found here*

As the league kicks off its 30th season and the momentum behind soccer in North America continues to build, the CENTURY 21^® brand will serve as the Official Real Estate Services Partner of MLS, the MLS All-Star Game, and MLS Cup presented by Audi. This strategic collaboration not only celebrates the growth of soccer in the region but also creates powerful opportunities for both brands to engage with fans and communities across the country.

Starting in 2025, the CENTURY 21 brand will integrate into national broadcasts on MLS Season Pass, produce in-stadium promotions and will also have an on-site presence at the League's milestone events. In addition, this multiyear agreement features an extensive series of activations for the CENTURY 21 brand throughout the season, including premium ticket and hospitality opportunities at MLS matches across North America.

"We are thrilled to kick off this partnership with Major League Soccer," says Tori Keichinger, VP, Head of Marketing, Century 21 Real Estate, LLC. "One of our core missions as a brand is to create impactful connections with the communities agents affiliated with the CENTURY 21 brand serve every day. This collaboration allows us to connect directly with the diverse and passionate MLS fanbase to enhance our brand's visibility and loyalty and further solidify the CENTURY 21 brand's position as the most respected and the most recognized name in real estate*. Whether engaging with their local MLS teams or getting involved with their own community soccer clubs, CENTURY 21 franchisees will be able to build valuable relationships to help build their businesses."

The partnership with MLS will serve as the first broad scale media launch of the CENTURY 21 brand's "Joy of Home" campaign, launched in November 2024. This collaboration will give the CENTURY 21 brand the platform to connect with MLS' engaged fanbase, helping to fuel business opportunities for the thousands of real estate agents affiliated with the global brand. MLS will also collaborate with the brand on developing digital and out-of-home marketing campaigns and exciting on-site experiences to not only drive franchise and brokerage expansion but inspire pride and accomplishment amongst the CENTURY 21 brand's talented network of independent real estate agents.

"As we look ahead to our 30th season we are thrilled to welcome Century 21 Real Estate to the Major League Soccer family," said Greg Millard, MLS SVP, Brand Alliances. "MLS is driven by the unmatched enthusiasm that fuels every game and every fan experience, and together with the CENTURY 21 brand, we'll engage with fans in ways that directly support its network of agents across the country." 

Through this agreement, Century 21 Real Estate also becomes an official partner of MLS NEXT Pro, the professional men's soccer league in the U.S. and Canada that completes the pro player pathway to MLS first teams.

The announcement between MLS and Century 21 Real Estate arrives during a period of great momentum behind the sport of soccer in North America. As MLS prepares to kick off its 30^th season on Feb. 22, as well as its third season of MLS Season Pass on Apple TV, the U.S. is also preparing to host the Concacaf Gold Cup and FIFA Club World Cup taking place in 2025, as well as the  FIFA World Cup across the U.S., Canada and Mexico in 2026.

Coming off a record-setting season in attendance, merchandise sales, and social media engagement, MLS continues to experience growth at unprecedented levels. Corporate sponsorships and revenue are reaching new heights, with MLS and Soccer United Marketing (SUM) experiencing mid double-digit growth in both property and club sponsorships entering the 2025 season.

About Century 21 Real Estate LLC
Built on a legacy of trust and client-first service, the approximately 130,000 independent CENTURY 21^® sales professionals in approximately 11,100 offices across 79 countries and territories are committed to guiding clients along every step of their real estate journey. The CENTURY 21 brand equips its system members with the industry-leading tools, resources, and marketing assets that help take their business to new heights. Century 21 Real Estate has numerous websites to help answer specific consumer needs. They include century21.com, century21.com/global, century21.com/commercial, 
century21.com/finehomes and espanol.century21.com. 

Century 21 Real Estate LLC is a subsidiary of Anywhere Real Estate Inc. (NYSE: HOUS), a global leader in real estate franchising and provider of real estate brokerage, relocation, and settlement services.

©2025 Century 21 Real Estate LLC. All Rights Reserved. CENTURY 21^®, the CENTURY 21 Logo and C21^® are registered service marks owned by Century 21 Real Estate LLC. Century 21 Real Estate LLC fully supports the principles of the Fair Housing Act and the Equal Opportunity Act. Each office is independently owned and operated.

* Study Source: 2024 Brand Health Study. The survey results are based on 1,203 online interviews with a national random sample of adults (ages 18+) who are equal decision makers in real estate transactions and active in the real estate market (bought or sold a home within the past two years or,  plan to purchase or sell a home within the next two years). Recognition question based on consumer awareness of brand in question. Results are significant at a 90% confidence level, with a margin of error of +/-2.4%. The study was conducted by Kantar Group Limited, a leading global market research organization, from November 12- December 2, 2024.   

About Major League Soccer
Headquartered in New York City, Major League Soccer -- celebrating its 30th season in 2025 -- features 30 clubs throughout the United States and Canada. All MLS, Leagues Cup, and select MLS NEXT Pro and MLS NEXT matches can be watched through MLS Season Pass, available on the Apple TV app on Apple devices, smart TVs, streaming devices, set-top boxes, and game consoles, and the web at  tv.apple.com. MLS Season Pass features the most expansive and accessible lineup of programming ever for MLS fans. For more information about MLS, visit mlssoccer.com. For more information about the Apple TV app, visit apple.com/apple-tv-app.

About MLS NEXT Pro 
Launched in 2022 by Major League Soccer, MLS NEXT Pro is a professional men's soccer league in the United States and Canada that completes the pro player pathway from MLS NEXT to MLS first teams. MLS NEXT Pro continues to grow the game through innovation and inclusion, bringing professional soccer to new communities and creating opportunities both on and off the field. MLS NEXT Pro enters its fourth season in 2025 with 29 teams, 27 MLS-affiliated and two independent, Carolina Core FC and Chattanooga FC. Additional MLS-affiliated and independent clubs will join in the years ahead, including Cleveland, Jacksonville Armada FC, Connecticut United FC and West Michigan Soccer. MLS NEXT Pro matches are broadcast on MLS Season Pass on Apple TV as part of the groundbreaking partnership between Apple and MLS. For more information about MLS NEXT Pro, visit mlsnextpro.com. 

Media Contacts:

Major League Soccer
Peter O'Brien
Peter.OBrien@mlssoccer.com 

Century 21 Real Estate, LLC.
Erin Siegel
Erin.Siegel@century21.net 

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SOURCE Major League Soccer

FAQ

What does the Century 21 and MLS partnership mean for Anywhere Real Estate (HOUS) shareholders?

The partnership provides HOUS with increased brand visibility and marketing opportunities through MLS's growing platform, potentially driving business growth through expanded market reach and customer engagement.

When does the Century 21 and Major League Soccer partnership begin?

The partnership begins in 2025, coinciding with MLS's 30th season.

What marketing initiatives are included in the Century 21-MLS partnership?

The partnership includes national broadcast integration on MLS Season Pass, in-stadium promotions, on-site presence at league events, digital marketing campaigns, and premium ticket and hospitality opportunities.

How will the MLS partnership impact Century 21's 'Joy of Home' campaign?

The MLS partnership will serve as the first broad-scale media launch for Century 21's 'Joy of Home' campaign, which was initially launched in November 2024.

What growth metrics support the Century 21-MLS partnership timing?

MLS reports record-setting attendance, merchandise sales, social media engagement, and mid double-digit growth in both property and club sponsorships entering the 2025 season.