Major League Soccer is launching what it calls the largest coordinated marketing campaign in its 33-year history, timed to the final days of the 2026 FIFA World Cup. The effort carries the tagline "Thanks World, We'll Take It From Here" and leans on celebrity power to convert World Cup viewers into MLS fans.
The campaign features Inter Miami star Lionel Messi, LAFC forward Son Heung-Min, Inter Miami owner David Beckham, Austin FC owner Matthew McConaughey, LAFC owner Magic Johnson, and Philadelphia Union owner Kevin Durant, according to The Hollywood Reporter.
Radhika Duggal, the CMO of MLS, explained the strategy. "The FIFA World Cup is going to bring millions of new fans into the game, and our job is to make sure their soccer journey doesn't end when the tournament does," she said. "This campaign is about showing people that there's a club, a community, and a story waiting for them every week in MLS. We're meeting fans through culture, music, and entertainment, making it easy to discover the league, whether that's on Apple TV or at their local stadium. MLS has never been more ambitious or more connected to the moments shaping culture, and we're excited to welcome a whole new generation of fans."
The campaign begins during Fox's coverage of the World Cup semifinals and final this week, then continues across Apple TV, streaming, digital, social, and out-of-home platforms. All 30 MLS clubs will participate, with 22 of them offering free tickets to a first match through a "first match on us" promotion.
The campaign also includes a music component: an Amazon Music Original cover of the A Tribe Called Quest song "Can I Kick It?", produced by DJ Premier and featuring new vocals and lyrics from artist Samara Cyn, created exclusively for MLS.
Camilo Durana, executive vice president and chief business officer of MLS, framed the moment in broader terms. "At a defining moment for soccer in North America, MLS is turning global excitement into lasting engagement and connection," he said. "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."
The World Cup has drawn enormous television audiences this summer. Fox and Telemundo combined for NFL-scale ratings on U.S. matches, and the Mexico-England game last week drew more than 44 million viewers across both networks and their streaming platforms. MLS is banking on that momentum carrying over once the tournament ends.
The league's history with the World Cup goes back to its founding. MLS launched following the 1994 World Cup, the last time the tournament was held in the United States before this year.
