• by Fern Siegel , February 16, 2026

The 2026 FIFA World Cup, hosted by Canada, Mexico and the United States, runs from June 11-July 19. To heighten interest in the championship and soccer in general, Major League Soccer kicks off its 2026 ad campaign. 

Ogilvy led marketing and creative strategy. It was named the brand's AOR in January.

LAFC owner Magic Johnson joins soccer stars Son Heung-Min, Matt Freese, Diego Luna and Joseph Paintsil in the 30-second “MLS Is Back.”  The goal is to heighten visibility and engagement in MLS club culture.

The year-long effort targets fans across digital platforms, local communities and match-day experiences. “The Call” is a social-first push that turns a training session into a fan moment, illustrating the passion players bring to the sport. Social extensions also feature Belgian influencer Céline Dept., who has 10 million subscribers on YouTube.

“This season matters more than ever for soccer in North America, and ‘MLS Is Back’ is our invitation to fans to experience what makes Major League Soccer so special. Our goal with this campaign is simple: Reinforce MLS as a league built on fun, entertainment and unforgettable live moments — and make it impossible not to watch. As global interest in the sport reaches new heights, we’re focused on turning that excitement into a deeper connection with MLS,” Rhadika Duggal, Major League Soccer CMO, told Agency Daily.

Other experiential partners provide fan activations at the season's start. For example, Walmart delivers an immersive experience at NYA Studios in Hollywood on February 20. A mobile ‘Sunday Night Soccer Couch’ activation travels throughout LA on February 19 and 20.

“Sunday Night Soccer,” which returns to Apple TV on Feb. 22, is supported by a new campaign and fan activation. The “Sundays Are Made For This” promotion begins Feb. 18.

Wes Phelan, creative lead at Ogilvy, told LBB the creative is “less about dramatizing the sport and more about capturing its spirit.”