Major League Soccer (MLS) has unveiled its largest marketing campaign to date, titled "Thanks World, We'll Take It From Here," as the league prepares for the 2026 season.
The initiative leverages the excitement generated by the FIFA World Cup, seeking to convert global interest into a new wave of supporters for MLS clubs across the United States, Canada and beyond.
Star‑studded ambassadors
Central to the campaign is a roster of internationally recognized ambassadors, including Lionel Messi, Son Heung‑Min, David Beckham, Matthew McConaughey, Magic Johnson and Kevin Durant, who appear in multimedia assets that blend sport, entertainment and culture.
A musical collaboration with Amazon Music re‑imagines A Tribe Called Quest’s classic "Can I Kick It?" with a fresh cover produced by DJ Premier and performed by Samara Cyn, underscoring the campaign’s blend of heritage and innovation.
Grassroots activation across the league
All 30 MLS clubs will launch localized initiatives and special offers such as "First Match On Us" to welcome newcomers, tailoring messages to the unique character of each community.
The promotional push will be distributed across national broadcast, streaming platforms, digital and social media, out‑of‑home advertising and a network of media partners, ensuring broad visibility.
Strategic media partnerships
FOX has joined the effort through a nationwide affiliate program that delivers localized coverage to communities, extending the league’s reach and providing fans with accessible viewing options.
Production and creative direction
Creative direction comes from Ogilvy, MLS’s agency of record, in partnership with Cornerstone and The FADER, who oversaw production and music curation to maintain a cohesive narrative.
The campaign’s tagline reflects a confident outlook: as the world celebrates soccer’s premier tournament, MLS is poised to capture that energy and translate it into sustained growth for the sport in North America.