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The excitement of sports is palpable during the months of October and November, as various leagues compete for the attention of enthusiastic fans. Major League Soccer (MLS) is enhancing viewership of its postseason games by leveraging star power and compelling narratives. This strategy is essential, given the array of options available to sports fans from the NFL, MLB, NBA, and NHL.
Launching its latest campaign, titled “All for the Cup,” MLS aims to create a must-see event for the postseason. The campaign prominently features actress and entrepreneur Issa Rae, who brings not only her star status but also her connection as a co-owner of San Diego FC, a team making its playoff debut this season. According to CMO Radhika Duggal, this initiative seeks to foster a deeper understanding of team rivalries and player dynamics among fans.
Utilizing storytelling to engage viewers
This year, MLS is intensifying its focus on crafting engaging stories that resonate with audiences. Duggal states, “Our intent is to highlight the rivalries and the players in a way that fans can connect with on a personal level.” The campaign kicked off on October 21, featuring a dynamic 30-second advertisement that captures thrilling goals and electrifying celebrations, all narrated by Rae’s captivating voice.
Multi-platform advertising strategy
The advertisement is set to be showcased across various platforms, including the MLS Season Pass on Apple TV, traditional broadcast networks, and digital platforms owned by MLS. This expansive reach is designed to engage fans leading up to the much-anticipated MLS Cup Final on December 6. By diversifying the platforms, the league hopes to capture the attention of both existing fans and potential newcomers.
Duggal, who joined MLS with extensive experience in brand strategy informed by consumer insights, emphasizes the importance of creating an inviting atmosphere for new viewers. This campaign is not solely about showcasing the entertainment value of soccer; it is a strategic invitation to engage those who may not have previously followed the league.
Part of the campaign includes a three-part social media series targeting fans who may not engage through traditional television. The content explores the rich rivalries in MLS, which research indicates are pivotal in fostering community and loyalty among fans. Rae highlights significant matchups, such as San Diego vs. Los Angeles and Miami vs. Orlando, emphasizing the passionate rivalries that define the league.
Impressing fans with statistics
MLS has made notable strides in expanding its digital footprint this season, achieving a remarkable 17% increase in social media impressions across league and club accounts, totaling approximately 13.7 billion. This digital engagement is crucial as the league seeks to attract a younger, tech-savvy audience.
With star players and dramatic visuals, including scenes of Messi and other soccer icons, Duggal is optimistic that this campaign will not only draw viewers for the playoffs but also elevate the overall interest in soccer within the United States.
Preparing for future opportunities
As the league prepares for the upcoming FIFA World Cup, scheduled to take place in North America in the summer of 2026, Duggal and her team are already planning ahead. While specific details remain under wraps, Duggal indicates that future marketing campaigns will emphasize local clubs to better engage community markets.
“We are eager to test and refine our strategies, ensuring we effectively leverage our resources for maximum impact,” she states. The groundwork laid during this playoff season is expected to pave the way for a successful showing during the World Cup, allowing MLS to capitalize on the excitement surrounding one of the world’s most popular sporting events.