Major League Soccer (MLS) is set to kick off its 30th season in February with an ambitious new brand campaign titled "Game On," featuring rapper Doechii. The campaign will debut during the Super Bowl pregame coverage and aims to engage both existing and casual fans, as MLS has seen a rise in popularity, with 17% of Americans identifying as fans. The league's sponsorship revenue increased significantly last year, indicating growing interest from marketers. MLS aims to leverage major events over the next two years to enhance fan engagement and loyalty.
"After coming off a record season in 2024, 2025 will be even better and with the eyes of the world on our sport and our league, the best is yet to come for MLS."
"Now is the time where the casual fan becomes a more avid fan, and with so many key events taking place in North America over the next two years, we have an unprecedented opportunity to continue to inspire fandom and drive our league forward."
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