AT&T's new ad —  “Soccer Fans Club” — features Mia Hamm, a two-time FIFA Women's World Cup champion and a two-time Olympic Gold medalist.

The campaign explores the strong connection to the sport — whether as fans of the MLS, U.S. Soccer, the Mexican National Team or their local youth team. The tagline: "Connecting Changes Everything."

AT&T supports all three leagues.

“Soccer has always had a passionate fan base around the globe, and its fandom in the U.S. is surging. Soccer connects people to their cultural heritage and families. Our purpose at AT&T is to connect people to great possibilities and there is no better way to demonstrate this than through a sport with passionate fans,” Alex Gross, lead marketing communications, AT&T, told Agency Daily.

Creative agencies on the account include Dieste, BBDO and Critical Mass. Hearts & Science handled media.

The spots, in English and Spanish, air on TBS and Universo. They are directed by Georgia Hudson, who helmed Super Bowl spots for Budweiser and Michelob. The work highlights a cross-section of people — those who wear soccer jerseys as a style statement to soccer moms so schooled in the game, they instruct the coach.

“This is just the beginning of a platform that will continue to evolve as we head into two years of soccer-packed action,” said Benjamin Jara, executive creative director, Omnicom Advertising Group.