TAMPA, Fla. – The United Soccer League (USL) today announced a long-term partnership with León, Mexico-based soccer brand CHARLY USA as the league’s Official Apparel and Footwear Partner ahead of the 2024 season. The USL agreement marks the first U.S. professional soccer league partnership for CHARLY USA.
The partnership is uniquely structured to engage the existing and next generation of soccer fans and drive positive social change via coaching education and scholarships, youth participation activations, player development support, and local community impact. CHARLY USA will be present at league tentpole events and on the USL’s broadcast, digital, and social channels throughout the year.
CHARLY, the official apparel partner of Liga MX, is one of the fastest-growing soccer brands in the world and currently outfits some of Liga MX’s most popular teams, including Club Tijuana Xolos, Club León, Pachuca, Atlas, Querétaro, and Santos Laguna. In addition, CHARLY represented the Liga MX All-Stars in the 2021 MLS All-Star Game.
“USL is proud to align with CHARLY USA as the league’s Official Apparel and Footwear Partner," said USL Sr. Vice President of Corporate Development and Partnership Josh Keller. "It was apparent early in the process that both properties share the collective vision to grow the game, embrace innovation, and represent our local communities in an authentic manner, and our partnership with one of the fastest-growing soccer brands strengthens our effort toward that mission.”
CHARLY USA delivers locally designed, high-tech, and fashion-first apparel to markets nationwide. Partner clubs and fans can expect highly detailed, customized apparel inspired by the culture and diversity of their city. Additionally, the partnership provides the runway for USL and CHARLY USA to develop creative integrated activations during some of the world’s most important soccer events.
“Partnering with the USL is the latest milestone for the CHARLY brand and our US efforts. San Diego Loyal SC was CHARLY’s first entry with a professional soccer club in the United States, and that experience showed us what we already knew – that soccer in America is a fabulous sport with a hungry fan base and that CHARLY has every reason to compete in this market,” said CHARLY USA Managing Director Jason Wells. “The USL has an expansive and growing presence across the U.S. and we are excited to be partnering with the league and expanding with its member clubs.”
Beginning in 2024, USL and CHARLY USA will allocate a minimum of $15,000 per year towards a scholarship fund for players and coaches across the USL ecosystem and subsidize the cost of obtaining official coaching licenses.
The partnership includes the USL Championship, League One, and the USL’s pre-professional leagues. Oakland Roots and Soul SC, which has teams in the USL Championship, W League, and League Two, has brought CHARLY USA on as its club kit and apparel partner, with additional club deals to be announced later.