Fresh off of its recently signed deal with The Hockey News, Cue Digital Media has announced a new partnership with Major League Soccer (MLS).

The deal will see Cue represent the league’s digital ad inventory, as well as the inventory on its mobile app, opening it up to Canadian advertisers.

Cue will offer advertisers its traditional suite of display ad units, including banners, boxes, pre-roll video and skins, and is kicking off its partnership with a campaign by Adidas, which promotes the shoe brand worn by soccer star Lionel Messi.

David U.K., CEO and founder, Cue Digital Media, tells MiC the partnership is part of the company’s 2013 plans to build its sports offerings by acquiring the digital ad inventories of premium sports properties, including SB Nation and USA Today Sports, and major sports leagues, such as MLS and UFC.

He adds that it’s also part of the company’s strategy to become more dominant in specific sports categories, noting that Cue also reps the Canadian ad inventory for the Premier League and Goal.com.

U.K. says MLS, in particular, was a good fit for the company because of its relevance to Canadians through Canadian teams like the Toronto FC and Montreal Impact, as well as its broad reach with adults over the age of 18.