Discount Tire is the Official Tire Retailer of Major League Soccer

April 26, 2024

Discount Tire announced a new multiyear partnership with Major League Soccer (MLS) acting as the official tire retailer of the MLS and the MLS All-Star Game.  

As part of the partnership, Discount Tire will integrate MLS broadcasts and advertise on MLS Season Pass and Fox, feature in-stadium promotions, offer customer sweepstakes and execute grassroots marketing across its 1,200 stores.  

“As a longtime fan that has witnessed the tremendous growth and interest in soccer in the U.S., I couldn’t be more excited than to have Discount Tire named the Official Tire Retailer of MLS,” says Michael Zuieback, executive chairman at Discount Tire.  

“We look forward to partnering with MLS to support local neighborhoods and to bring Discount Tire’s message of making tire buying easy and inviting to fans and viewers nationwide.” 

Discount Tire also says it will be holding local activations tailored to support youth soccer while also offering fans special experiences and Discount Tire apparel.  

“We are proud to welcome Discount Tire as an official partner as the league continues to grow,” says Carter Ladd, chief revenue officer for the MLS.  

“Consumers trust Discount Tire and we look forward to working together to further reach and engage with MLS’ loyal fanbase.” 

As part of its investment into professional soccer, Discount Tire has also struck a partnership to be the official tire retailer of Inter Miami CF and is collaborating with Continental Tire, a longtime supporting partner of MLS and professional soccer in North America, to sponsor the Portland Timbers, Seattle Sounders FC, FC Cincinnati, Nashville SC and Chicago Fire FC.