Sponsorship spending on Major League Soccer, U.S. Soccer and other North American soccer leagues, teams and events is expected to total $347 million in 2017, a 4.1% increase from 2016, according to ESP Properties.

While the increase is significantly lower than the 9.2 percent increase in 2016 North American soccer spending, things aren’t as bad as they appear.

The primary reason: the 2016 Copa America Centenario. The one-time event secured millions of dollars in sponsorship revenue, helping to drive a nearly double-digit increase in 2016 soccer spending.

Despite the loss of the event, corporate interest in soccer remains high.

Recent MLS deals span stadium naming rights (Allianz/Minnesota United FC, Bank of California/Los Angeles FC), new league partnerships (Target, Kellogg’s) and renewals (Adidas, Etihad Airways).

U.S. Soccer, meanwhile, secured Hisense as official TV and appliance manufacturer and renewed its partnership with AT&T.

CONCACAF kicked off the inaugural edition of the Scotiabank CONCACAF League with Allstate, Modelo, and Uber, while the governing body secured Post Consumer Brands, SeatGeek, and Toyota as Gold Cup sponsors.

Adidas is by far the most active brand sponsoring North American soccer. Sixty-eight percent of properties report a partnership with the apparel company.  AdvoCare and Budweiser/Bud Light tie as the second most active brands (44 percent).

While Adidas is the most active sponsor, quick-service restaurants is the most active category. Quick-service restaurants are four times more likely to sponsor North American soccer than the average of all sponsors.

Adidas, Anheuser-Busch, Allstate, BMO, AT&T, Audi, Coca-Cola, Target and Continental Tires lead their respective categories by spend, according to ESP research.

Looking forward, sponsorship spending may take a modest hit due to the failure of the U.S. men’s national soccer team to qualify for the 2018 World Cup.

Sponsorship Spending On North American Soccer
Sponsorship Spending On North American Soccer

North American Soccer: Top Spenders
North American Soccer: Top Spenders

Most Active Categories Sponsoring North American Soccer (Deals)
Most Active Categories Sponsoring North American Soccer
Quick-service restaurants are four times more likely to sponsor North American soccer than the average of all sponsors.

Most Active Brands Sponsoring North American Soccer (Deals)
Most Active Brands Sponsoring North American Soccer
Sixty-eight percent of properties with a sponsor in the apparel category report a partnership with Adidas.