Major League Soccer just revved up its corporate support, with Discount Tire sliding into a new national sponsorship deal that positions the Scottsdale-based juggernaut as the league's official tire retailer. This partnership extends not just to MLS, but also to the much-anticipated MLS All-Star Game sponsored by Target—and the MLS Cup brought to you by Audi.

While the exact numbers driving this multiyear deal remain under the hood, ANC steered negotiations for Discount Tire, ABC15 reported. Fans tuning into MLS Season Pass on Apple TV or catching games on Fox will now see the tire retailer's brand hitting the soccer pitches, but the game plan for Discount Tire involves more than just screen visibility: in-stadium promotions are in the mix, alongside sweepstakes contests for fans and a volley of grassroots marketing and community outreach efforts that focus on youth soccer across their sprawling network of stores.

Carter Ladd, the MLS's chief revenue officer, underscored the synergy in a statement highlighted by The Business Journal, proclaiming, "Consumers trust Discount Tire and we look forward to working together to further reach and engage with MLS' loyal fanbase," It's not merely MLS that's riding on Discount Tire's sponsorship spree—the company is also on board with Inter Miami CF and holds its ground in partnerships with Continental Tire and several top clubs like Portland Timbers and Seattle Sounders FC.

It’s driving forward in more ways than one, as Discount Tire—one of Arizona's largest employers—rides the momentum of recent expansion, having absorbed Dunn Tire's full-service auto repair operations to broaden its horizons to the New York turf, it has also started construction on a spanking new corporate campus in Phoenix. The rubber meets the road with a $200 million investment for two state-of-the-art buildings, a deal greenlit for a cool $5 million in city reimbursements, all while creating or maintaining over a thousand jobs.