Stahls’ Partners with MLS for Jersey Customization
Why Soccer Has Always Mattered to Us — And What This MLS Partnership Means
Seeing the Opportunity Early
When you’ve been in business as long as we have, you start to see patterns—what lasts, what grows, and what truly matters over time. Soccer has always been one of those things for me.
Today, I’m proud to share that STAHLS’ has entered into an official licensing agreement with Major League Soccer to provide names, numbers, and customization components for both on-field and retail applications. It’s an exciting moment for our company, but for me personally, it’s also something that feels like a long time coming.
Because while soccer may feel like it’s having its moment now in the United States, the truth is—we’ve believed in it for decades.
A Global Perspective from the Start
Back in the 1980s, when we began expanding globally, soccer wasn’t nearly as prominent here as it is today. But when you looked beyond the U.S., especially in Europe, it was clear that this wasn’t just a sport—it was a way of life.
The passion. The pride. The connection fans had to their clubs, it was on a completely different level. And we paid attention to that.
We’ve always held soccer in the highest regard because of what it represents. It’s global. It’s deeply personal. And it brings people together in a way that few things can.
More Than Names and Numbers
That’s why this partnership with MLS is so meaningful.
What we’re doing with Major League Soccer goes beyond simply supplying names and numbers. It’s about helping teams, equipment managers, and retail partners deliver a consistent, high-quality product that performs at the highest level, whether it’s on the field or in the hands of a fan.
But just as importantly, it’s about customization.
The Power of Personalization
One of the biggest shifts we’re seeing in sports today is the expectation of immediacy.
Fans don’t just want a jersey, they want their jersey. Their favorite name, their favorite number, their moment. And they want it now.
That’s where our technology comes in. Through heat printing and on-demand decoration, we’re enabling real-time customization—whether that’s happening in a stadium, at retail, or online. It gives teams more flexibility. It gives retailers more efficiency. And most importantly, it gives fans a more personal connection to the game.
Connecting Fans to the Game
I’ve always believed that the best innovations in our industry aren’t just about making things faster or easier—they’re about bringing people closer to what they care about. Soccer is built on that connection. As MLS continues to grow—and there’s no question it will—we’re excited to play a role in helping elevate the fan experience. This league is reaching a new generation of supporters, and the opportunity to support that growth with the right tools and technology is something we take seriously.
Looking Ahead
I also want to recognize the leadership within our organization that continues to push us forward. Carleen Gray and our team understand that the future of this industry is about flexibility, responsiveness, and meeting customers where they are. This partnership reflects that mindset.
For us, this is part of a much bigger picture.
We’ve been investing in soccer globally for a long time, working with leagues, clubs, and partners around the world. This agreement with MLS is another step in that journey, and one we’re incredibly proud of.
When I think back to those early days, seeing how big soccer was overseas and believing it would eventually take hold here, it’s rewarding to see that vision come to life. And more than that, it’s exciting to think about where it goes next.