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Volume 25 No. 239
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MLS Debuts New "Our Soccer" Brand Campaign For '19 Season

MLS has launched the latest iteration of its brand campaign “Our Soccer” promoting the start of the ’19 season. The campaign, produced by the league’s creative agency of record Cornerstone and The Fader, aims to showcase MLS’ multi-cultural North American fan base in a series of spots that were not only created in English, Spanish and French-Canadian, but in Spanglish as well. MLS VP/Brand & Integrated Marketing David Bruce said the campaign aims to "capture the unique experience of being a fan and being part of the culture around that." Bruce: “Our wider vision is to be a league for the new North America, and that’s what we’re trying to celebrate.” The spot, titled “Our Sound,” features Latin singer Prince Royce -- wearing Inter Miami CF gear -- watching an MLS match alongside Grammy-nominated producer and DJ TOKiMONSTA, who is wearing a jersey from her hometown LAFC. She is the first woman ever to be prominently featured in an MLS marketing campaign like this, Bruce said. MLS pulled the other ad that was to run in the campaign, which featured and was narrated by rapper Sheck Wes, of whom allegations of domestic abuse by singer Justine Skye arose last night. In a statement, MLS said Wes is "no longer part of the campaign" in light of the allegations, which the rapper has denied. The campaign spots will run on MLS TV partner networks as well as on international broadcast partner platforms, as well as the league’s digital channels.