Allstate has secured naming rights to the top tier of MLS NEXT, with the elite youth platform’s primary division now branded as the Allstate Homegrown Division ahead of the 2026 FIFA World Cup. The deal deepens a long-running relationship between Allstate and Major League Soccer and positions the insurer even closer to the core of the U.S. youth talent pipeline.
The agreement makes Allstate the entitlement partner for MLS NEXT’s top competitive tier, encompassing more than 17,000 players across North America and more than 150 clubs. Financial terms have not been disclosed, but the partnership is framed as a multi-year commitment aligned with the World Cup cycle, aiming to capitalize on an expected surge in youth participation and interest as 2026 approaches.
Under the new structure, the former top MLS NEXT tier now carries the Allstate Homegrown Division identity across league communications, uniforms and event branding. Allstate’s logo will appear on jersey sleeves for every player in the division and on the front of the MLS NEXT All-Star Game jersey, extending the brand’s presence at showcase events such as MLS NEXT Flex, MLS NEXT Cup and the MLS NEXT All-Star Game.
League executives point to MLS NEXT’s role as the primary domestic pathway to the professional game, with a large majority of recent U.S. Men’s National Team call-ups having spent time in MLS academies or the broader MLS system. With a 10‑month season and a calendar built around national showcases, the Allstate-backed Homegrown Division is positioned as the central proving ground for top prospects in the run-up to 2026.