Leagues and Governing Bodies
MLS preps for big week of All-Star festivities
Nearly two dozen partners headline a five-day slate of events that puts the league — and its record-setting venue — in the spotlight
Mercedes-Benz Stadium in Atlanta will host this week’s MLS All-Star Game.Getty Images
No MLS team has captured the energy of its market like Atlanta United. Since it entered the league in 2017, the team now owns the five largest single-game crowds in MLS history, including the new record of 72,243 set on July 15. Now the league is looking to harness the energy of Atlanta at this week’s All-Star Game, with the most programming and the most partners activating in the event’s 22-year history, including Adidas, Coca-Cola, EA Sports and Johnson & Johnson.
“Atlanta United has done an unbelievable job engaging the community, which is evident in their attendance records so far,” said Camilo Durana, MLS senior vice president of properties and events. “When you talk about a team averaging over 52,000 fans per game, it creates an incredible opportunity for us to host fans in a fun environment, but also for partners to activate with confidence they’ll have tremendous traction on the ground.”
Wednesday’s game — featuring MLS’s best players taking on Serie A club Juventus, minus newly acquired superstar Cristiano Ronaldo, who is not participating — will likely break the MLS All-Star attendance record. But while that is the week’s headline event, the league began its programming in earnest five days prior, hosting a block party in Atlanta’s Old Fourth Ward neighborhood that included a celebrity match and an Atlanta United viewing party. MLS hosted a free concert a day later headlined by Atlanta rapper 2 Chainz, and opened its digital HQ, where it will have player appearances, a pop-up store and EA Sports “FIFA 18” tournaments throughout the week.
Also included in the slate of events are a live “Men in Blazers” show, a showcase of the league’s young players in a match versus Mexico’s Tigres UANL, and open training sessions for both the MLS All-Stars and Juventus at Mercedes-Benz Stadium. The league’s outreach initiative, MLS Works, will take part in several community efforts.
In total, 22 of the league’s corporate partners will activate across the city via a mix of experiential spaces and charitable events. For example, at the block party, MLS wine partner Trivento had its own drink garden, while Heineken supported the event with a beer truck. MLS will host its soccer celebration fan zone outside of Mercedes-Benz Stadium on Wednesday, where many of the partners will provide fans with interactive games and giveaways.
Another new addition to the MLS All-Star week this year is a private innovation summit that will gather thought leaders and executives from across soccer to hear from media and technology companies that are working on solutions for the sport. The event grew out of the league’s partnership with R/GA, which it signed last month to identify technologies that could drive the growth of the MLS fan base.
While Atlanta is providing a platform for MLS to increase its All-Star Game activities, Durana said the league is already planning out its approaches for the 2019 and 2020 events, in which he says MLS will further up the level of activation, events and investment.
