MLS Innovation Lab

What MLS Innovation Lab does

MLS Innovation Lab is an internal innovation unit of Major League Soccer, L.L.C. — a privately held North American professional soccer league founded in 1993 and now in its 31st season with 30 clubs. The lab's stated mission is to help grow the next generation of sports technology and media companies, and it operates as a small New York–based team of 1–10 employees embedded within the broader MLS product and media organization. Its most prominent output to date is 'Embodied Sound,' an audio isolation and enhancement system designed for professional soccer broadcasts. The technology isolates the soccer ball's audio from ambient stadium noise during live matches, allowing audio mixers to emphasize key moments (such as ball contact or critical plays) without environmental interference, with the stated goal of producing more immersive viewing experiences. Embodied Sound was launched and debuted during an MLS playoff match on 2025-10-29.

The lab operates within MLS's broader product ecosystem, which centers on MLSsoccer.com (the official league digital hub), iOS and Android mobile applications, and the MLS NEXT youth development platform — including the newly launched MLS NEXT Homegrown Division (top tier) and MLS NEXT Academy Division. Supporting properties include MLS NEXT Pro (a professional development league bridging youth and first teams), MLS GO (recreational youth program), eMLS (esports league), and Soccer United Marketing (the league's commercial and marketing subsidiary). The Innovation Lab itself has no disclosed external pricing, no external customers, and no disclosed revenue; its technology is distributed exclusively through MLS broadcast partnerships and league-controlled platforms, and the unit functions as an internal R&D capability funded and consumed by the parent league.

Name

MLS Innovation Lab

Legal name

Major League Soccer, L.L.C.

Website

https://mlssoccer.com

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

1–10 employees

Short description

MLS Innovation Lab is the internal innovation unit of Major League Soccer, developing next-generation sports broadcast and media technologies. Its flagship product, Embodied Sound, isolates soccer ball audio during live MLS matches for an enhanced, immersive viewing experience.

Ownership category

akta.pro rank

Product category

Sports Broadcast Technology

NAICS

Sports Teams and Clubs (711211), Radio and Television Broadcasting and Wireless Communications Equipment Manufacturing (334220)

SIC

Radio & Tv Broadcasting & Communications Equipment (3663)

akta.pro primary industry

Sports Digital Audio Broadcasts (Live Radio, Play-by-Play, Podcasts) (MPAKAOAG)

Keywords

• Sports broadcast technology
• Audio isolation systems
• Immersive broadcast audio
• Sports media innovation
• Soccer broadcast production

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Operations

Core offering

MLS Innovation Lab develops proprietary broadcast and sports media technologies for Major League Soccer, anchored by the 'Embodied Sound' audio isolation system that isolates the soccer ball's audio during live professional soccer broadcasts. The innovation function targets broadcasters, sports media companies, and next-generation sports tech firms, deploying technologies first inside MLS-controlled broadcasts and platforms.

Product overview

Major League Soccer operates a multi-platform ecosystem centered around MLSsoccer.com as the official digital hub, supported by mobile applications for iOS and Android. The league's youth development system comprises MLS NEXT (with Homegrown Division and Academy Division tiers), MLS NEXT Pro (professional development league), and MLS GO (entry-level youth program). MLS also develops broadcast technology features such as 'Embodied Sound' for enhanced audio experiences. The league produces comprehensive league reports covering competition guidelines, disciplinary actions, player availability, and transfer tracking.

Differentiator

Problem solved

Functional benefit

Brands

• MLS NEXT: Premier youth soccer development platform for players ages U13 to U19 in North America, featuring top-tier academies and elite competition.
• MLS NEXT Pro
• MLS GO
• eMLS
• MLS NEXT Homegrown Division
• MLS NEXT Academy Division

Products and services

• Embodied Sound An audio isolation and enhancement system for professional soccer broadcasts that isolates the soccer ball's audio during live coverage, allowing audio mixers to emphasize key moments without ambient noise interference. Designed for use by broadcast audio production teams on league-controlled and partner broadcasts.

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Recent moves3 records

Expansion highlights3 records

Direct peers

• Premier League: Top-tier English soccer league with a comparable broadcast-innovation mandate and a similar single-sport, league-owned distribution model (Premier League app, official site). The Premier League is the most analogous league globally for broadcast technology experimentation in soccer.
• La Liga: Spain's top-flight soccer league operating a comparable single-sport broadcast and digital ecosystem (LaLiga app, official site, club-owned distribution). Direct peer for league-controlled broadcast and media product development.
• Bundesliga: Germany's top-flight soccer league, widely regarded as a broadcast-technology leader (live tracking, immersive graphics, custom audio). Comparable to MLS Innovation Lab in deploying novel in-broadcast tech for a single top-tier soccer league.
• NBA: Major North American professional sports league with a substantial internal product/tech organization (NBA Innovation, NBA App) and a track record of in-broadcast tech experimentation (multi-camera courtside, second-screen stats). Comparable to MLS Innovation Lab as a US-based league investing in proprietary broadcast and fan-experience technology.
• Hawk-Eye Innovations (Sony): Sports broadcast technology provider (ball-tracking, replay, goal-line, officiating) used across soccer, tennis, cricket, and other sports. Directly comparable as a sports-tech company whose output (like Embodied Sound) becomes a built-in feature of the live broadcast itself.

Broad incumbents

• Stats Perform: Sports data and AI company powering broadcast graphics, tracking, and betting feeds across multiple leagues. Overlaps with MLS Innovation Lab in the broadcast-technology stack and in supplying soccer-specific analytics to rights holders.
• Dolby Laboratories: Audio technology incumbent that supplies immersive/surround-sound and broadcast audio solutions to live sports (e.g., Dolby Atmos in stadiums and on partner streams). Comparable as a provider of the audio layer in sports broadcasts, against which MLS Innovation Lab's Embodied Sound is a competing approach.

Emerging players

• Second Spectrum: Sports AI/analytics company specializing in computer-vision tracking and in-broadcast visualizations for soccer, basketball, and other leagues. Comparable to MLS Innovation Lab as a tech vendor whose products are consumed during the live broadcast itself.

Others

• Catapult Sports: Sports technology company providing wearable athlete tracking and performance analytics for elite teams and leagues. Adjacent to MLS Innovation Lab in the broader sports-tech ecosystem and in serving MLS-adjacent clubs and federations.
• Apple (MLS Season Pass broadcast partner): Holds the exclusive global streaming rights for MLS matches via MLS Season Pass on Apple TV. Distribution partner (not a competitor) for MLS Innovation Lab's broadcast features, but a relevant comparable for league-controlled, direct-to-consumer sports subscription distribution.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• Xtwitter.com/mls_pr
• Instagraminstagram.com/mlsnext

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries36 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments6 records

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about MLS Innovation Lab