• by Danielle Oster , April 9, 2025

BWH Hotels, parent company of the Best Western hotels brand, has partnered with the United Soccer League (USL).

The multiyear sponsorship agreement — negotiated by the company’s marketing partner, PMG —- will designate BWH Hotels as the official hotel partner of USL, the largest professional soccer organization in North America. As part of the deal, BWH Hotels will provide exclusive travel benefits and enhanced experiences for UHL soccer clubs, supporters, and communities across the United States, according to a release announcing the agreement.

BWH Hotels will be featured as a presenting partner for all 100 USL Championship and League One matches on CBS stations, including CBS, CBS Sports Network, and CBS Sports Golazo. BWH Hotels will also make appearances across USL match broadcasts on ESPN, ESPN+, and TUDN, as well as locally aired matches throughout the season; and digital integrations on USL properties, including the league’s mobile app, website, and social channels.

The company will also partner with USL on marketing activations with USL players, local teams, youth events, and fan experiences.

BWH views the sponsorship agreement as an important investment in a sport with growing popularity.

"Over the next four years with events like the Men's and Women's World Cup and the L.A. Olympics, the United States is set to experience a meteoric rise in soccer fandom and growth,” BWH Hotels CMO Joelle Park said in a statement.

"As the sport continues to grow, aligning with a hospitality leader like BWH Hotels ensures that our players, supporters, and communities enjoy first-class experiences both on and off the field,” added USL Executive Vice President of Corporate Development & Partnerships Josh Keller.