North America’s Major League Soccer (MLS) has brought in data software company DataGrail to manage fan data as part of its wider governance and digital transformation plans.
The partnership comes as part of a broader league-wide initiative, which requires all clubs to implement a formal privacy management platform, with 23 MLS clubs set to onboard the DataGrail platform throughout the year, with the remaining seven clubs to use approved third-party solutions.
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As part of the agreement, MLS and DataGrail will implement a centralized solution to automate privacy workflows, manage personal data across its Fan Genome 360 intelligence platform, stream compliance processes, and deliver a personalized consent experience for fans.
The initiative comes as MLS experiences major growth both on and off the pitch, with the league projecting further growth on the back of the US hosting the flagship FIFA 2026 World Cup later this year.
John Sullivan, MLS chief information officer, said: “We're in one of the most important moments in the evolution of global soccer, where data, AI, and fan engagement are becoming deeply interconnected.
“Our collaboration with DataGrail allows us to modernize how we manage and protect fan data by leveraging AI-driven automation and continuous data intelligence. Just as importantly, it establishes a scalable governance model – empowering clubs to operate independently while giving the league centralized visibility and control across a rapidly expanding digital ecosystem."
The league said the partnership will further its digital transformation objectives by using DataGrail’s data privacy platform to “enable automated data mapping and discovery across 2,500 systems, centralized data subject request fulfilment, and verifiable consent management.”
Daniel Barber, chief executive of DataGrail, said: “MLS needed a platform built for the complexity of modern multi-entity organizations. Only DataGrail provides continuous data mapping, complete multi-brand governance, and the scalability to support a world-class privacy program.
“Combined with best-in-class implementation support, we're not just deploying technology – we're helping MLS build a program that strengthens their brand and minimizes risk as their digital footprint grows.”
The partnership comes after MLS brought in US financial technology heavyweight Chime as a new commercial partner to join Audi, Walmart, Polymarket, Continental Tres, Corpay, and Adidas.
