More than two months after the launch of its “Joy of Home” campaign, Century 21 has scored another marketing win as the new official real estate services partner for Major League Soccer (MLS). The three-year partnership includes premium ticket and hospitality opportunities alongside primetime print and broadcast advertising during key MLS games and events, such as the 2025 FIFA Club World Cup and the 2026 FIFA World Cup in the U.S., Canada and Mexico.
Tori Keichinger
“We are thrilled to kick off this partnership with Major League Soccer,” said Tori Keichinger, C21 vice president and head of marketing, in a prepared statement.“One of our core missions as a brand is to create impactful connections with the communities our agents 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 our position as America’s most respected and recognized real estate brand,” she added.
In addition to prime advertising in MLS stadiums and TV matches, the partnership allows Century 21 to leverage MLS branding and player likenesses in future advertising campaigns. C21 said the partnership will also buoy the brand’s presence on the local level, and they encourage franchisees to get involved with soccer clubs in their markets.
“Soccer is really a community sport,” Keichinger told Inman. “You’d be hard-pressed to find any town or city in the U.S. that doesn’t have a soccer field as a core element of its community. So we think this is a fun way for agents on the sidelines of those community games to connect with future buyers and sellers.”
The brokerage’s “The Joy of Home” campaign will make its broad debut during the MLS season opener on Feb. 22. The campaign launched in November with a pair of Times Square billboards and a one-minute commercial reflecting the joyful moments that come with owning a home. Keichinger said the ads will connect with MLS fans, as their backyards were likely their first soccer field.
“Sports is a core element of America’s family room, right? It’s where we all sort of gather to watch these games and become passionate fans,” she said. “As we’re thinking about this partnership, yes, we’re a partner of Major League Soccer. But we’re also, you know, partnering with backyard legends. You know, the little kids that are dribbling the soccer ball in their backyard and dreaming big dreams about being that big athlete one day.”
The brokerage also said the MLS partnership is an invaluable opportunity to deepen its relationship with the Hispanic community, which makes up more than 30 percent of MLS fandom. C21 has long supported the Hispanic community through initiatives to increase homeownership rates by reducing language barriers and increasing the cultural competency of agents serving these groups.
The brand also has several programs for Hispanic real estate professionals looking to build their leadership skills and become broker-owners.
“We’re kind of looking at this as a way to connect with the next generation of homebuyers and sellers,” Keichinger said of the MLS’ younger demographic. “It’s also a way to position ourselves in the Hispanic real estate market. It’s a core area of growth that’s expected to grow over the next couple of years, and we want to be the first choice for Hispanic consumers in the real estate industry.”
MLS Senior VP of Brand Alliances Greg Millard said the league is excited to connect with the real estate industry and leverage C21’s brand to reach fans in new ways.
“As we look ahead to our 30th season we are thrilled to welcome Century 21 Real Estate to the Major League Soccer family,” he said. “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.”
