• by Fern Siegel , Yesterday

The World Cup matches end July 19, but Major League Soccer's regular season resumes July 16.

To capitalize on the tournament’s popularity, MLS just launched the largest coordinated marketing campaign in league history: “Thanks World, We’ll Take It From Here.”

The creative is by Ogilvy, MLS’ marketing agency of record, and runs through August. The sound track was done in collaboration with Cornerstone and The Fader. 

The campaign debuts during Fox’s coverage of the FIFA World Cup semifinal and final matches before expanding across Apple TV and TSN. The national media rollout is bolstered by linear, streaming, digital, social and out-of-home platforms, as well as in-stadium signage. MLS also teamed with Fox to deliver localized coverage to communities across the U.S. via Fox-owned and affiliated stations.

Radhika Duggal, CMO, MLS, told Agency Daily: “Great creative starts with finding the right voices across sport and culture, and this campaign has them: the players, the fans, the club cultures, the celebrity owners. We’re focused on driving awareness through compelling creative that showcases the passion and quality of our league, while working closely with our clubs to convert that awareness into lifelong fandom.

“That means investing in consistent national viewing windows, expanding player and club storytelling, and working together with clubs to delivering a unified message to fans at the right time. When a league brings this kind of ambition, the agency’s job is to build work big enough to match it.”

The spots feature a lineup of celebrity owners and MLS stars, including David Beckham, owner of Inter Miami FC and Matthew McConaughey, owner Austin FC, as well as a top players, such as Lionel Messi, Inter Miami FC (Argentina);  Adri Mehmeti, New York Red Bulls (United States/Albania); and Antoine Griezmann, Orlando City (France).

The push also extends into music and culture through an Amazon Music Original cover of  “Can I Kick It?” created exclusively for MLS, featuring new vocals and lyrics from Samara Cyn. 

Complementing the national creative, 15 MLS clubs developed localized campaigns tailored to their communities. When the MLS season resumes, all 30 clubs will launch promotional initiatives and special offers to welcome new fans, including “First Match On Us” from 22 clubs, providing comp tickets to first-time attendees.

“We’re also making strategic decisions that position MLS for long-term growth, including our transition to a fall-to-spring calendar beginning in 2027,” said Duggal. “Our goal is that when someone discovers soccer on the global stage, MLS feels like the natural next step.”