Image rights in MLS are structured differently from most global soccer leagues. Under the single-entity model, MLS retains significant control over player image rights for league-related marketing, broadcasting, and merchandise. This means the league can use player likenesses in promotional materials, video games, and broadcast content without individual negotiation.
However, players retain the ability to negotiate personal endorsement deals, appearance fees, and other commercial arrangements outside of the league's scope. High-profile players like Lionel Messi, Carlos Vela, and others earn substantial income from personal endorsements that can dwarf their MLS salary. The balance between league-controlled and player-controlled image rights has been a negotiating point in CBA discussions, with players seeking greater control and compensation for their commercial value.