As the 2026 FIFA World Cup draws to a close, Major League Soccer is using the global event to try to boost its future, launching what the league says is the largest coordinated marketing campaign in its 33-year history.
The effort features the rather bold tagline of “Thanks world, we’ll take it from here,” while drawing on the star power of its owners and top athletes, including Inter Miami star Lionel Messi, Los Angeles star Son Heung-min, Inter Miami owner David Beckham, Austin FC owner Matthew McConaughey, Los Angeles owner Magic Johnson and Philadelphia Union owner Kevin Durant.
“The FIFA World Cup will attract millions of new fans to the game, and our mission is to make sure their football journey doesn’t end when the tournament does,” said Radhika Duggal, MLS Marketing Director. Hollywood Reporter. “This campaign is about showing people that there’s a club, a community and a story waiting for them every week in MLS. We meet fans through culture, music and entertainment, making it easy to discover the league, whether it’s on Apple TV or at their home stadium. MLS has never been more ambitious or more connected to the moments that shape culture, and we’re excited to welcome a whole new generation of fans.”
The campaign will begin during Fox’s coverage of the World Cup semifinals and final this week, and will continue across Apple TV and other linear, streaming, digital, social and out-of-home platforms.
The campaign will also include elements from all 30 MLS clubs, with 22 of them offering “The first game is on us” promotions with free tickets. It will include an Amazon Music Original cover of Tribe Called Quest’s song “Can I Kick It?” – Created exclusively for MLS. Produced by legendary producer DJ Premier and featuring new vocals and lyrics by rising artist Samara Cyn.
“At a defining moment for soccer in North America, MLS is transforming global excitement into lasting engagement and connection,” said Camilo Durana, executive vice president and chief business officer of MLS. He added: “As the World Cup inspires new fans, our clubs and communities are ready to welcome them as the season resumes and they begin the next chapter of their football journey with Major League Soccer.”
Major League Soccer is betting big that massive interest in the World Cup can translate into active interest in the league, especially if fans follow, say, Messi or Son. The World Cup has been a ratings bonanza for both Fox and Telemundo, racking up NFL-like numbers for games involving the U.S. team, and last week’s blockbuster battle between Mexico and England attracted more than 44 million people between the two networks and their streaming platforms.
Of course, MLS used the 1994 World Cup (the last tournament held in the United States) to launch, but interest in this tournament is off the charts, and hopes it will be just the thing to jump-start the sport as something that can be considered on par with the major leagues in a sports-obsessed country.
