Key Takeaways
• Stahls’ (asi/88984) secured a Major League Soccer (MLS) licensing deal to provide on-demand player name and number customization.
• MLS is rapidly growing in the U.S., with rising viewership, high-profile international players and ongoing league expansion fueling momentum.
• The partnership reflects a broader trend toward print-on-demand and personalized sports merchandise.
Stahls’ (asi/88984) is part of the growing soccer community in the U.S.
The St. Clair Shores, MI-based heat printing supplier announced this week that it has completed a licensing agreement with Major League Soccer (MLS) to provide player name, numbers and customization components for on-field and retail applications.
“This partnership is about enhancing the connection between teams and their fans,” said Chris Hooks, vice president of sports licensing for Stahls’. “With on-demand and heat printing capabilities, we’re helping clubs and retailers deliver premium, customized jerseys faster and more efficiently, whether that’s in the stadium or online. It creates more opportunities for fans to engage with their teams in a personal way.”
The MLS is a growing commodity in the U.S. In October 2025, Sports Business Journal reported that regular season viewership grew 29% over the 2024 season, aided in part by the addition of global stars like Lionel Messi, Luis Suárez, Son Heung-Min and Thomas Müller from top European clubs. Additionally, the league itself is growing, having recently added San Diego FC in 2025, St. Louis City SC in 2023, Charlotte FC in 2022 and Austin FC in 2021, with more potential expansion on the way.
Throw in the World Cup in the U.S. on the horizon, and now seems like a good time to bet on soccer in the United States.
But Stahls’ involvement touches on another trend aside from growing interest in soccer: print on demand in branded merchandise, especially the sports merchandise world.
Stahls’ was on location in Atlanta for the 2025 MLB All-Star Game and Home Run Derby to print custom jerseys through a partnership with Fanatics.
“Fans today expect more personalization and immediacy, and MLS is well-positioned to meet that demand,” said Carleen Gray, CEO of Stahls’ and the Counselor 2025 International Person of the Year, as well as a member of the Counselor Power 50 list of the industry’s most influential people. “Our focus is delivering the quality and reliability that professional sports require while helping create memorable fan experiences through customization. This partnership reflects a shared commitment to innovation, growth and the future of the game.”
Through this partnership, Stahls’ said MLS fans will have greater personalization capabilities, and franchises will have more flexibility to introduce new designs and special-edition drops, another trend in the modern sportswear and branded merchandise sector as the line between streetwear and promotional apparel blurs.
