​The World Cup matches run until July 19, while Major League Soccer’s regular season picks back up on July 16. To ride the wave of the tournament’s popularity, MLS has launched its most extensive coordinated marketing effort to date: “Thanks World, We’ll Take It From Here.” The campaign, created by Ogilvy, MLS’s marketing agency of record, runs through August. The accompanying soundtrack was produced in collaboration with Cornerstone and The Fader. The kickoff for the campaign coincides with Fox’s coverage of the FIFA World Cup semifinal and final, and it will expand to Apple TV and TSN thereafter. The national media rollout is supported across linear television, streaming, digital channels, social media, and out-of-home advertising, as well as in-stadium signage. Additionally, MLS partnered with Fox to deliver localized coverage to communities throughout the United States via Fox-owned and affiliated stations.
Radhika Duggal, Chief Marketing Officer of MLS, told Agency Daily that the objective is to drive awareness through compelling creative that highlights the passion and quality of the league, while collaborating closely with clubs to convert that awareness into lasting fandom. She noted that MLS is investing in consistent national viewing windows, expanding player and club storytelling, and coordinating with clubs to deliver a cohesive message to fans at the right moment.
The national spots feature a roster of celebrity owners and MLS stars, including David Beckham, owner of Inter Miami FC, and Matthew McConaughey, owner of Austin FC, alongside prominent players such as Lionel Messi of Inter Miami FC (Argentina), Adri Mehmeti of New York Red Bulls (United States/Albania), and Antoine Griezmann of Orlando City (France). The campaign also extends into music and culture, with an Amazon Music Original cover of “Can I Kick It?” created exclusively for MLS, featuring new vocals and lyrics from Samara Cyn.
In addition to the national creative, 15 MLS clubs developed localized campaigns tailored to their communities. When the MLS season resumes, all 30 clubs will roll out promotional initiatives and special offers to welcome new fans, including “First Match On Us” from 22 clubs, which provides free tickets to first-time attendees. MLS is also pursuing strategic, long-term growth initiatives, including a shift to a fall-to-spring calendar beginning in 2027. Duggal explained that the aim is for MLS to feel like the natural next step for fans who discover soccer on the global stage, positioning the league for sustained expansion and enduring popularity.