MLS Unveils Massive Campaign to Ride World Cup Wave and Grow Soccer Audience

With the 2026 FIFA World Cup approaching its conclusion, Major League Soccer is leveraging the worldwide excitement to accelerate its growth, unveiling what the league describes as the most extensive coordinated marketing campaign in its 33‑year history.

The campaign showcases the bold tagline “Thanks World, We’ll Take It From Here,” and highlights the star power of its owners and leading players, such as Inter Miami’s Lionel Messi, LAFC’s Son Heung‑Min, Inter Miami’s David Beckham, Austin FC’s Matthew McConaughey, LAFC’s Magic Johnson, and Philadelphia Union’s Kevin Durant.

According to MLS Chief Marketing Officer Radhika Duggal, “The FIFA World Cup will attract millions of new fans, and our role is to ensure their soccer journey continues beyond the tournament.” She adds, “This campaign demonstrates that every week there is a club, a community, and a story for fans in MLS. By engaging audiences through culture, music, and entertainment—whether on Apple TV or at local stadiums—we’re making it simple for new fans to discover the league. MLS is more ambitious and culturally connected than ever, and we look forward to welcoming a fresh generation of supporters.”

The initiative launches this week during Fox’s broadcast of the World Cup semifinals and final, and will subsequently roll out across Apple TV, linear television, streaming services, digital and social media, and out‑of‑home advertising.

All 30 MLS clubs will participate, with 22 offering “first‑match‑on‑us” promotions that provide free tickets. The campaign also features an Amazon Music Original cover of the Tribe Called Quest classic “Can I Kick It?”, created exclusively for MLS. The track is produced by legendary DJ Premier and includes new vocals and lyrics by emerging artist Samara Cyn.

Camilo Durana, executive vice president and chief business officer of MLS, remarked, “At this pivotal moment for North American soccer, we are converting worldwide excitement into lasting engagement and community connection.” He added, “With the World Cup inspiring new supporters, our clubs and communities stand ready to welcome them as the season restarts and the next chapter of their soccer journey begins with MLS.”

MLS is confident that the massive interest in the World Cup will boost enthusiasm for its league, especially among fans of stars like Messi and Son. The tournament has driven record viewership for both Fox and Telemundo, achieving NFL‑level ratings for U.S. matches, and the recent Mexico‑England showdown attracted over 44 million viewers across the two networks and their streaming platforms.

While MLS previously leveraged the 1994 World Cup—the last held in the United States—to launch its league, the current level of interest far exceeds expectations, and the league hopes this moment will propel soccer to a status comparable with the nation’s premier sports leagues.

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