Major League Soccer has launched the largest coordinated marketing push in its history, using the World Cup’s global spotlight to pull new fans into the league as the regular season returns on July 16-17.
The campaign, “Thanks World, We’ll Take It From Here,” is built around a simple message: the tournament can start the conversation, but MLS wants to keep it going with weekly matches, local rivalries, and live stadium energy.
What MLS Is Trying to Do
According to www.mlssoccer.com, the effort spans national broadcast, streaming, digital, social, out-of-home advertising, and media partnerships. MLS says that makes it the most expansive marketing effort in league history.
At the same time, 15 clubs created localized campaigns tailored to their own markets. The league is also planning Soccer Celebrations, fan viewing events across all 30 clubs, local media partnerships, and club-led activations to extend World Cup momentum into North American communities.
| Campaign Element | Scope | Details |
|---|---|---|
| National rollout | League-wide | Broadcast, streaming, digital, social, out-of-home, and media partnerships |
| Localized campaigns | 15 clubs | Community-focused storytelling and activations |
| Fan welcome offers | All 30 clubs | Promotions and matchday initiatives for new fans |
Special Offers Aimed at New Fans
When the season resumes, all 30 clubs will introduce promotional initiatives and special offers. Twenty-two clubs will offer “First Match On Us,” which provides complimentary tickets to first-time attendees.
MLS says the goal is to make it easier and more affordable for new fans to see a match in person, especially as the World Cup creates fresh attention around the sport.
“At a defining moment for soccer in North America, MLS is turning global excitement into lasting engagement and connection,” said Camilo Durana, Executive Vice President & Chief Business Officer, MLS. “As the World Cup inspires new fans, our clubs and communities are ready to welcome them as the season resumes and the next chapter of their soccer journey begins with MLS.”
A Star-Heavy Campaign Built for Attention
The campaign features a long list of familiar names from soccer, sports, and entertainment, including Lionel Messi, Son Heung-Min, David Beckham, Matthew McConaughey, Magic Johnson, and Kevin Durant.
The club owner lineup includes David Beckham for Inter Miami CF, Matthew McConaughey for Austin FC, Earvin “Magic” Johnson for Los Angeles Football Club, and Kevin Durant for Philadelphia Union.
The player list stretches across the league and includes Lionel Messi, Son Heung-Min, Miguel Almirón, Hany Mukhtar, Matt Turner, Timo Werner, and many others representing clubs from Inter Miami CF to the Vancouver Whitecaps FC.
Music, Media, and the Broadcast Push
The campaign also reaches beyond sport through an Amazon Music Original cover of A Tribe Called Quest’s “Can I Kick It?” The track was produced by DJ Premier and features new vocals and lyrics from Samara Cyn, with Amazon Music streaming access exclusive to the release.
MLS says the campaign will debut during FOX’s coverage of the FIFA World Cup semifinal and final matches before expanding across Apple TV and other channels. The rollout will also be backed by linear, streaming, digital, social, out-of-home, and in-stadium advertising, plus a nationwide affiliate initiative with FOX-owned and affiliated stations.
The 2026 campaign was produced by Ogilvy, MLS’ marketing agency of record, with the music collaboration handled alongside Cornerstone and The FADER. MLS is clearly trying to turn temporary World Cup interest into a longer path into the league itself.
For a league that has been building on rising attendance and broader fan engagement, the timing matters as much as the creative. MLS is betting that the moment after the World Cup is still warm enough to keep new supporters watching, buying tickets, and showing up on matchdays.