MLS today unveiled its latest “Our Soccer” marketing campaign ahead of the league’s 25th season. The brand campaign first launched in '18. This season’s creative initiative begins with a national ad dubbed “25 Years Deep” and points to MLS' past, present and memorable moments. MLS Senior VP/Brand & Integrated Marketing David Bruce said year one of “Our Soccer” in '18 was about establishing the league’s role in pop culture, as various spots included Atlanta United fan and rapper 2 Chainz in addition to songwriter and L.A. Galaxy fan Miguel. Last year, Latin musician Prince Royce was one of the entertainers featured in the campaign. According to Bruce, the creative in '19 was geared toward “celebrating the diversity of people who feel like MLS is their league.” Bruce: “Year three is now really about owning our version of culture. That’s what this is about. It’s our version of soccer culture and sports culture that is modern, that is progressive, that speaks to young people in a different way. That’s the core of who we are, which is this idea that we’re the league for the new North America.”
STARS COME OUT: Musician and Galaxy fan Swae Lee is featured in the new spot, which also highlights the league’s diversity and its star players. David Beckham also is highlighted. The new spot goes live today and will be featured across various platforms, including MLS broadcast partners, digital and online. The creative was produced by The Fader and the league’s creative agency of record, Cornerstone.
