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Thanks World, MLS Takes the Field
13 Jul
Summary
- MLS launches largest marketing campaign in its history.
- Campaign leverages star power of owners and athletes.
- Effort aims to convert World Cup fans into league followers.
As the 2026 FIFA World Cup approaches its conclusion, Major League Soccer is initiating its most significant marketing endeavor in its 33-year history. Titled "Thanks World, We'll Take It From Here," the campaign seeks to harness the global excitement surrounding the tournament and translate it into sustained interest for the MLS.
The initiative prominently features prominent figures associated with the league, including Inter Miami's Lionel Messi, LAFC's Son Heung-Min, and celebrity owners such as David Beckham, Matthew McConaughey, Magic Johnson, and Kevin Durant. This strategic use of star power aims to attract and engage new fans.
The campaign, set to commence during the World Cup semifinals and final broadcasts, will extend across various platforms including Apple TV, linear television, streaming services, digital media, social media, and out-of-home advertising. All 30 MLS clubs will participate, with 22 offering free tickets for first matches to encourage attendance. A unique musical element includes an Amazon Music Original cover of "Can I Kick It?" by A Tribe Called Quest, produced by DJ Premier and featuring Samara Cyn.
MLS leadership views the World Cup as a pivotal moment to bolster soccer's profile in North America. They aim to ensure that the enthusiasm generated by the global tournament leads to lasting engagement with the league. The success of the World Cup in drawing substantial viewership, with games featuring the U.S. and Mexico attracting NFL-like numbers, underscores the potential for MLS to grow its fanbase and establish itself as a premier sports league in the United States.
