Rebranding is a wonderful tool used by companies and sports franchises all over the world. A fresh start can rejuvenate a franchise’s spirits and profits if done correctly. Or it can diminish a once powerful name.

Not more than a month has passed since the reigning Serie A champions Juventus F.C. announced their re-branding efforts and new logo. 

Major League Soccer (MLS) recently expanded their league size to include 22 teams for the 2017/2018 season. The MLS has shown a commitment to growth with an increasing amount of cities being considered for franchise. With the number of franchises growing, what exactly is the process to own a franchise in Major League Soccer?