Major League Soccer has unveiled its most ambitious marketing effort to date, a campaign titled “Thanks World, We’ll Take It From Here,” developed by advertising agency Ogilvy. The initiative, which will run through August, seeks to ride the wave of World Cup enthusiasm and convert that global attention into lasting fan loyalty for the league.
A New Calendar for a New Era
The rollout features a roster of high‑profile ambassadors, including former England captain David Beckham, actor Matthew McConaughey, Argentine star Lionel Messi, Albanian forward Adri Mehmeti and French forward Antoine Griezmann. Their participation underscores the league’s ambition to blend celebrity appeal with on‑field talent.
Across the United States, the campaign will appear on linear television, streaming services, digital platforms, social media and out‑of‑home venues, while in‑stadium signage will reinforce the message. Fox will handle localized coverage through its owned and affiliated stations, delivering community‑specific stories to fans in markets ranging from New York to Los Angeles.
Radhika Duggal, MLS’s Chief Marketing Officer, said the effort is designed to “drive awareness and convert it into lifelong fandom.” The campaign also includes an Amazon Music Original cover of “Can I Kick It?” featuring new vocals by Samara Cyn, blending sports culture with contemporary music.
Fifteen MLS clubs have crafted localized activations that reflect the unique character of their cities, tailoring promotions and events to resonate with regional audiences. When the season resumes, all 30 clubs will launch special offers and fan‑welcome programs to capitalize on the heightened visibility.
Perhaps the most consequential development is the league’s decision to transition to a fall‑to‑spring calendar beginning in 2027. The schedule shift is intended to position MLS for sustained growth, improve player welfare and align the season with global football rhythms.