Via press release tonight, Seattle Sounders FC announced that they hired CAA to represent their interests in a new, or renewed kit sponsor after the 2013 season when the current XBox sponsorship ends. To quote the release;

Seattle Sounders FC has hired CAA Sports to explore opportunities in the marketplace for their jersey partnership, beginning with the 2014 MLS season, the club announced this afternoon. CAA Sports will use its expertise and business partnerships to assist Sounders FC in securing the most suitable partner. One year currently remains in the five-year jersey agreement between Sounders FC and Xbox.

But, it's a little complex. Already, the Sounders are one of the larger revenue earners via kit sponsorship, though their sponsorship extends beyond just a front of chest billboard. Only three teams in the EPL clearly earn more annually than the Seattle soccer team. Three teams in the EPL. It goes beyond that. Check the link. Other leagues don't earn tens of millions per team. The 3-5 Million range is pretty typical for teams that aren't in the world's list of HUGE.

Lower down the league, however, teams such as Blackpool and Wolverhampton Wanderers operate on a fraction of these sums. The shirt sponsorship deals for those two clubs are estimated at less than €1 million.

And that's what faces Seattle. Because the rumored challenge to Microsoft is Emirates. The Mid-East based airline is not socially aware (only 50k followers on twitter), but is a huge sponsor of football. Microsoft and the Sounders found a few ways to be more than a billboard. There are Sounders avatars on XBox 360, the Hawk's Nest and center circle are named, and Microsoft is more active on social networks (about 10 times). Both have new offerings to the Seattle market. Microsoft with their next gen game console and Emirates with rapidly expanding service in the United States.

One thing is clear after being around this organization for the four-ish years of its existence is that this is not going to be just some billboard. It will not be a mere gambling website or network marketing program. It will be a shift in how American soccer is sold around the world. While it won't challenge the Deloitte 20, it will be close. Seattle's attendance and local TV ratings are on par with those clubs. It is only their international following that is the challenge. It is more proof that success in the CONCACAF Champions League is as important as ever.

Seattle sent a press release out that they are working with an agency about their next sponsorship. This is not typical in MLS, nor are the Sounders. This is different. This is a brand that has a relationship with the Seahawks and MLS, but bigger than that it is a brand that is its fans. You are why it is valuable.

The full press release follows, but the future is unknowable;