New York, N.Y. (Feb. 8, 2023) – Celebrating the powerful momentum behind the league and our game, Major League Soccer today unveiled the latest chapter of the “Our Soccer” brand campaign for the 2023 season. This year’s campaign is a reflection of what happens on the pitch, in the stadiums, and within the unique and inclusive culture of MLS, and also serves as a testament to the power of the players and the fans.
The 2023 “Our Soccer, Our Way,” brand campaign generates both hype and interest – raising the excitement for existing fans about the upcoming MLS season, and bottling the soccer interest coming off the heels of a successful World Cup to drive people around the US and Canada to join MLS’ soccer revolution. The piece emphasizes the sights and sounds of the unparalleled in-stadium experience of an MLS match, and the culture and swagger fans display in support of their teams.
"In 2023, our league is headlining our biggest stage yet with MLS Season Pass on Apple TV - a truly global platform. Our goal is to capitalize on the moment, turn up the dial on the elements that make MLS so special, and make our fans feel every emotion," said David Bruce, Senior Vice President of Brand and Integrated Marketing for MLS. "We got to this point by doing things our way, and we plan to showcase that through our unique stories, our stars, our style, and our sounds to grab the attention of new and existing fans”
Reflecting MLS’ multicultural fan base, the broadcast spots have been produced in English, Spanish, and French-Canadian. The “Our Soccer” campaign will run on Apple TV – as the league’s historic ten-year partnership begins with Apple this season – on linear partner networks FOX, TSN, RDS, and Univision, as well as on the league’s digital channels.
Over the years, the “Our Soccer” campaign has shined a light on MLS’ fans and players, along with a host of stars of sports and entertainment who love the league and, in some cases, have become owners of teams.
The campaign first debuted in 2018 with a spot featuring Atlanta-based rapper and Atlanta United fan 2 Chainz and a second spot during the 2018 FIFA World Cup featuring singer, songwriter, producer, and LA Galaxy fan Miguel. Over the years, the spots have featured multi-platinum Latin music superstar Prince Royce, and Grammy-nominated DJ and producer TOKiMONSTA.
Among the co-owners of MLS clubs featured in the previous spots are Academy Award-winning actor Matthew McConaughey (Austin FC); Kansas City Chiefs MVP-winning quarterback Patrick Mahomes (Sporting Kansas City); superstar singer/songwriter Ciara and Denver Broncos All-Pro quarterback Russell Wilson (Seattle Sounders FC); Philadelphia 76ers All-Star guard James Harden (Houston Dynamo FC), and multi-platinum-selling musician Yo Gotti (D.C. United).
The campaign has been produced by THE FADER and Cornerstone, MLS’ creative agency of record.
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ABOUT MAJOR LEAGUE SOCCER
Headquartered in New York City, Major League Soccer — celebrating its 28th season in 2023 — features 29 clubs throughout the United States and Canada, including 2023 expansion team St. Louis CITY SC. Starting on February 1, 2023, all MLS, Leagues Cup,and select MLS NEXT Pro and MLS NEXT matches can be watched through MLS Season Pass, available on the Apple TV app on Apple devices, smart TVs, streaming devices, set-top boxes, and game consoles, and the web at tv.apple.com. MLS Season Pass will feature the most expansive and accessible lineup of programming ever for MLS fans. For more information about MLS, visit mlssoccer.com. For more information about the Apple TV app, visit apple.com/apple-tv-app.
Contact:
Major League Soccer
Angela Alfano
646-682-5313
