MLS Launches Star-studded Campaign to Ride World Cup Wave
WHO:
The Hollywood Reporter - Major League Soccer (MLS), Radhika Duggal (CMO of MLS), Camilo Durana (executive VP & chief business officer of MLS), Lionel Messi, Son Heung-Min, David Beckham, Matthew McConaughey, Magic Johnson, Kevin Durant.
Sports Business Journal - Don Garber (Commissioner of MLS), Dan Moriarty (chief marketing officer of Chicago Fire), Andy Loughnane (president of Austin FC).
WHAT:
The Hollywood Reporter - The campaign includes an Amazon Music Original cover of the Tribe Called Quest song “Can I Kick It?” produced by DJ Premier and featuring new vocals from artist Samara Cyn.
Sports Business Journal - MLS clubs are committing between $500,000 and $1 million each to the league-level marketing effort.
Sports Business Journal - The Chicago Fire expects to have added more than 50,000 fan records to its database by the end of the World Cup tournament.
The Hollywood Reporter - MLS launched its largest coordinated marketing campaign in its 33-year history, titled “Thanks World, We’ll Take It From Here.”
The Hollywood Reporter - The campaign includes “first match on us” promotions with free tickets from 22 of the 30 MLS clubs.
Sports Business Journal - The campaign is characterized as a “significant eight-figure investment.”
Sports Business Journal - The main national TV spot features 33 MLS players and will air on Fox during the World Cup semifinals and final.
Sports Business Journal - Austin FC had 70,000 unique registrants for its watch events, with 46,000 being new to the club’s database.
WHERE:
The Hollywood Reporter - The campaign will be promoted through various platforms including Apple TV and local stadiums.
Sports Business Journal - Chicago Fire hosted over 65,000 fans at Recess, a sports bar located two miles from the site of the club’s forthcoming soccer-specific stadium, McDonald’s Park.
Sports Business Journal - Austin FC's events took place at two venues in Austin.
WHEN:
The Hollywood Reporter - The campaign will kick off during Fox’s coverage of the World Cup semifinals and final.
Sports Business Journal - The regular MLS season will resume on Thursday and Friday, with matches airing on Fox and streaming on Apple TV.
WHY:
Sports Business Journal - Commissioner Don Garber stated that increases in interest and attendance following the World Cup are not the only measures of success; he emphasized the importance of respect and global energy for the MLS ecosystem.
The Hollywood Reporter - The campaign aims to convert new fans gained from the World Cup into long-term supporters of MLS.
Sports Business Journal - MLS seeks to capitalize on the heightened interest in soccer following the World Cup to enhance engagement and connection with fans.
HOW:
The Hollywood Reporter - The campaign will utilize a mix of digital, social, and out-of-home platforms to reach potential fans.
Sports Business Journal - MLS clubs are implementing localized marketing strategies, with 15 clubs creating their own versions of the national ad.
The MLS is ramping up its marketing efforts, with clubs committing between $500,000 and $1 million each to boost the league's visibility. Meanwhile, the Chicago Fire anticipates adding over 50,000 fan records to its database by the end of the World Cup tournament. Commissioner Don Garber highlighted that success isn't just about increased interest and attendance, but also about fostering respect and global energy within the MLS ecosystem.